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Continued from Part 1…
Kellogg’s popularity decreased in the 1970s and ’80s. A number of health accusations were made against sugary cereals, and as baby boomers got older, interest in the popular cereals of the ’50s dropped. Nonetheless, Kellogg’s also acquired a number of businesses during this period, and the fiber fad of the ’80s saw sales of All Bran skyrocket.
In the ’90s, Kellogg’s turned its efforts to tie-ins with popular brands like Disney. Nevertheless, competition tightened, especially due to the rise of store brand cereals and, by 2001, Kellogg’s was overtaken by Nestle-owned General Mills Inc. as the world’s No. 1 cereal maker.
In 2012, after acquiring Pringles, Kellogg’s became the second-largest food company in the world. More notably, as health awareness and brand ethics have become more important to consumers over the last 20 years, Kellogg’s has invested billions in sugar-free products and advocacy efforts. Could this be enough to push today’s globally minded Japanese past a cereal consumption of 6.9%? (Jasmin Hayward)
This article was provided by The Japan Times Alpha.