Kellogg’s is a well-known brand that produces consumer foods for the market of the United States, as well as for export. The portfolio of the company is considerably large, comprising an array of recognized brands that vary from ready-to-eat breakfasts to quick snacks. These affordable and easily made meals have gained strong popularity in the markets where Kellogg’s maintains its presence. One of the additions to this portfolio is called Kellogg’s Brans cereals, which use a zip-lock bag to keep the meal fresh at a longer distance. This is a promising addition to the brand, as the cereal becoming dry is the main problem encountered by consumers.
At the same time, in spite of the solid level of recognition seen by Kellogg’s, the marketplace retains its intense competitiveness as several prominent brands continue to develop their portfolios of breakfast meals and cereals. In terms of direct competition, Kellogg’s is matched against other leading companies in its niche. More specifically, one of the most serious rivals of the brand is called General Mills. This company was founded in the 1920s and has acquired an equally strong level of public recognition over the past century. Both Kellogg’s and General Mills are widely popular brands of breakfast meals of comparable size and history.
In addition, the direct competition for Brans cereals also includes newer additions to the marketplace, such as Mondelez and Kraft Heinz. On a wider scale, zip-lock cereals by Kellogg’s also compete with other types of breakfast meals and snacks. For example, the recent trends of ‘eating healthy’ have led to a more prominent role of packed fruit and vegetable producers in the marketplace, such as Seneca Foods. Overall, Kellogg’s competes with all traditional and healthier alternatives to breakfast meals, ranging from dry cereals to natural foods. The introduction of zip-lock packaging is an important step toward building a stronger advantage in this rivalry.
References
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