Chances are that you grew up eating Tony the Tiger’s Frosted Flakes, Froot Loops, or one of the other cereals that Kellogg’s made. Sales, however, have been declining for a while now. Why?

• In the 18^th century breakfast was composed of little more than leftover’s from the previous day.
• Then Will K. Kellogg, the founder of Kellogg’s, helped create corn flakes and turn cereal into a breakfast food.
• The company really took off during the baby boom era when mothers appreciated the convenience of putting out a bowl of cereal for their husbands and children before they left the home.
• Now both partners in a marriage are usually working and they prefer the even greater convenience of picking up breakfast on the way to work.
• Those who stay at home take the time to cook more elaborate breakfasts such as eggs, oatmeal, and pancakes.
• There’s a rising dislike of carbohydrates in America – a problem for a company whose cereals are made mainly from corn, oats, or rice.

Read more about the company, its history, its attempts to solve the problem, what it might do next, and why it has plenty of time to figure things out over here.

Source: Bloomberg