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13,442 $m

As consumers increasingly turn to gluten free and low carbohydrate breakfast options, Kellogg's, the world's #1 cereal producer, has seen its earnings growth slow. The 100-year-old brand is fighting for relevance in a world where cereal-and its nutritional value-are being viewed quite differently than in the past. 

Kellogg's, however, appears to be confronting this significant challenge head on. In an effort to increase its relevance among health-conscious consumers, Kellogg's has invested heavily to spur innovation and product enhancements. In late 2013, the company also announced the Project K restructure, a plan to reduce staff by 7 percent by 2017 and reinvest the cost savings into some of its struggling products. Project K seems to indicate that by improving operational efficiencies, Kellogg's hopes to be better able to compete on a global scale.

Kellogg's has also demonstrated its firm commitment to corporate culture with the "K Power to Grow" initiative, which supports employee growth and development. Working Mother, Diversity INC, and the Ethisphere Institute have all applauded Kellogg's stance on various social issues.

Kellogg's is also leveraging its brand loyalty to educate the world on the importance of a good breakfast with consumer-centric initiatives across a wide range of touchpoints including digital, packaging, and cause-related initiatives like "Breakfast for Better Days," which promises to deliver 1 billion servings of cereals and snacks until the end of 2016 to support global hunger relief. If Kellogg's can succeed in boosting the global breakfast profile and meeting the needs of health conscious consumers, it can restore its growth to good health.

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