WK Kellogg, the maker of Frosted Flakes, is betting on expanding cold cereal to dinner and snacking to attract customers. Find out more.
WK Kellogg Co., the maker of Frosted Flakes, is betting on expanding cold cereal to dinner and snacking to attract customers and fuel sales for the Kellogg spinoff.About 25 per cent of cereal consumption is already outside of breakfast, and that percentage can grow further, chief executive Gary Pilnick said in an interview.
Cereal is a big deal in the United States, with sales last year of US$9.5 billion, according to Circana data. But volumes sold have been declining as shoppers cut back amid persistent inflation and eating patterns normalize as the pandemic impact fades. In 2022, volumes dropped 3.6 per cent from the year prior, the data show. They were also well below 2020 levels when pandemic measures limited consumer mobility.
Pilnick highlighted Special K high-protein cereal as a bright spot in the company’s portfolio. He sees more innovation in health and wellness foods, but said he’s also not moving away from decades-old brands and characters such as Tony the Tiger and Toucan Sam, the cartoon mascot for Froot Loops.
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