BRAND AUDIT: Wheaties
Product Description:
Wheaties is a wheat and bran mixture baked into flakes. It was introduced by General Mills (then Washburn Crosby Company) in 1924 as a wholesome breakfast cereal. Wheaties was invented accidently while simmering bran gruel, which spilled hot stove and dried into flakes. This happy accident took place in 1922 and world’s favorite breakfast cereal food was born. Initially the cereal was named Washburn’s Gold Medal Whole Wheat Flakes. Later, the company changed its name to Wheaties.
Adweek article, How America’s Top 2 Breakfast Cereal Makers Are Responding to Soggy Sales published on Jun 20, 2016, presents trends and data on cereal spending. It says, ”ready to eat cereal used to account for about 38% of breakfast food eaten by Americans. However, this trend has been decreasing for around a decade now. According to Nielsen data, Americans still spent $8.75 billion on ready-to-eat cereal last year—but as recently as 2012
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This was the first cereal to enter the market as a healthy breakfast option. . According to Business Insider article- This Is What Caused The Epic Downfall Of Wheaties published on Mar 22, 2012: "In the 1960s, this iconic American cereal dubbed "the breakfast of champions" represented nearly 7% of all cereal sold in the United States. Today the General Mills owned brand has dropped to a mere .5 percent of sales. This change is the result in gradual shift of breakfast choices of millennials, also the position it holds in terms of nutrition vs taste dynamics. It is too healthy and not tasteful enough for junk food lovers yet not healthy enough for the health food crowd. “ This trend has led to a considerable decrease in popularity of Wheaties as a cereal. Consumers are choosing other cereals over Wheaties and Wheaties need to revamp their current branding and marketing
Nutri-Grain cereal bars were created by the Kellogg Company and first introduced in the 1970’s Australia. They were later introduced to the United States and other countries. As more women began to work outside the home, the ritual of a family breakfast became obsolete as many individuals turned to quicker solutions for breakfast. The Nutri-Grain bar soon became popular as the on-the-go snack during the 1990’s. The cereal bar also comes in a variety of flavors that kids love, from blueberry to strawberry yogurt and has the texture a soft, homemade cookie. This television commercial centers on the theme of fostering a relationship between today’s kids and nature (see Appendix A). As the youth of today spends more time in the electronic world,
Monsanto Company are a public American multinational agricultural and agrochemical biotechnology corporation who leads in the production of genetically engineered seeds. Founded by John Queeny in 1901, the organization initially produced industrial chemicals such as sulphuric acid and plastics, including polystyrene and synthetic fibres. It was not until 1983, where the company was among the first to genetically modify a plant cell and conduct field trials of genetically modified crops. This scientific breakthrough shifted the company 's corporate focus towards the agricultural industry with the implementation of biotechnology. The company’s primary line of products consist of herbicides and genetically modified seeds.1
In the late 1880's in Missouri two men named Chris L. Rutt and Charles G. Underwood created a revolutionary instant pancake flour mix. They created the trademark after visiting a theater and seeing women in blackface, aprons, and red bandanas doing a performance of a song entitled "Old Aunt Jemima." This popular song of the time inspired them to use this very image as their company logo.
Market research and information about the industry is very important to the organization because it will allow the organization to position itself well in terms of sourcing chocolate raw materials and in identifying the market for its products. For example, understanding that some chocolate product purchases are seasonal, e.g., at Christmas; around Mother’s Day; and, on Valentine’s Day, allows the organization to have more product on hand and to create displays, in store, that will increase purchases and attract more customers when existing customers tell their friends about the availability of high end products, at reasonable prices, in their store.
Although United Cereal’s products are diversified into many different types of foods and beverages, its main source of revenue remains the breakfast cereals market. The real challenge of this market is clearly seen in the European market, where the national tastes and breakfast traditions vary between countries. As a result, its approach in Europe is more complex than in the United States, which causes higher costs and slower processes.
Customer loyalty is another competitive advantage. Trader Joe’s doesn’t provide membership card to the customer, however customer still would like to choose Trader Joe’s just because of this
The purpose of this project is to show how financially stable the Kraft Foods Group is and demonstrates what its strengths and weaknesses are. The reader can expect to find out what Kraft Food Group is and about their financial history for the last five years. This business participates in the consumer packaged food and beverage industry. The markets that Kraft Food Group sell to are the United States and Canada. Some brands that are included in this company are Kraft, Maxwell House, Oscar Mayer, Planers, Kool-Aid, Velveeta, Capri Sun, and Philadelphia to name just a few. This company was started in 1903 by James Lewis Kraft. Mr. Kraft used a wagon and horse and started selling cheese to businesses in Chicago, Illinois. In 1909,
The United States Department of Agriculture, (USDA), prioritizes school breakfast (Coles, 2000). The School Breakfast Program was just introduced in 1966. When introduced, the program was a temporary measure through the Child Nutrition Act of 1966. The basis for the implementation of this program was to accommodate children in areas where they had long bus rides to school and in areas where many mothers were in the work force.
Success of the plan In Kraft’s Food Corporation the planning analyst and the other business departments work together in close communication. This aids in the development of a system that allows business activities to align with the corporate goals and targets. The company is also building its performance around successful people by assuring that the plan is tied with the system that involves the use of practically tested strategies. Shared decisions of all the departments including finance and production departments help adding value to the business by improving its competitive place in the market.
When comparing Children and Adult Cereals, it is evident that adult cereals have significantly more carbohydrates than children cereals. The reason for this is rather obvious. Complex-carbohydrates take longer for the body to breakdown, so naturally children need less throughout the day while adults would need more to keep them active.
Nutrition fact labels on Kellogg’s All-Bran cereal, Yoplait yogurt, Flax Oat Bran and Whole Wheat Pita Bread, and Barber’s fat free milk
I have spoke a lot about healthy eating and drinking in my previous posts. It is crucial to eat a lot of vegetables, fruits and drink pure water; but what about wheat products? Wheat has evolved into something that is no longer a natural substance and can negatively affect your health.
The benefits of good nutrition are important for everyone at home and at work. Good health begins with a good breakfast. People who have a morning meal are more likely to take in more vitamins and minerals, and much less fat and cholesterol. (WebMD, 2008) The effect is often a leaner body and less chance of overeating and going to the vending machine during work hours. Researchers at the 2003 American Heart Association conference reported that breakfast eaters have a lower chance of being obese and getting diabetes. Another study in the International Journal of Food Science and Nutrition concluded that people that eat breakfast cereal daily feel better both physically and mentally compared to the people who almost never ate cereal for breakfast. A Web MD article explains “To get the full benefits of breakfast, the Mayo Clinic recommends a meal with carbohydrates, protein, and a small amount of fat. They say that because no single food gives you all of the nutrients you need, eating a variety of foods is essential to good health.” Even if an employee does not have time to eat before work, because they are rushing to be on time or their morning consists of dealing with children, bringing a breakfast that they can eat as soon as they get to work would be a healthy habit to get into. Multi- tasking is possible when eating cereal, fruit and nuts at the same time as checking voicemail or emails. Good nutrition needs to continue throughout the day. Fruits and vegetables, healthy snacks, drinking water or tea to stay hydrated, and eating dairy products all add to well-balanced meals. For example, eating healthy dinners with fish two times a week can vastly improve a person’s well-being because fish has omega 3 fatty acids.
Wheat makes up about 20% of a daily human diet. It is highly nutritious, providing fiber, energy, and oils which are a necessity for productivity and efficiency in this fast-paced world. What creates the problem is that about 95% of wheat is refined, and the healthiest parts, bran and germ, are removed, leaving unhealthy white flour. The bran and the germ help digest gluten, but if gluten remains, it attaches to the lining of the stomach and slowly deteriorates is protective coating
The U.S. doughnut industry was a $5 to $6 billion market in 2003 2004 with a robust growth rate of 13%. Doughnut specialty stores were the fastest growing dining category in 2002 2003 with sales increases of 9% to approximately $3.6 billion. Opportunity for expansion in North America and globally is desirable. Doughnuts appeal to many people across all ages and demographics. The increasing rate of obesity and the concern about healthy living triggers a change in buyer demand toward a more health conscious diet.