We’re all accustomed to the Special K ads that traditionally hit the airwaves during the fall and winter, urging us to stave off seasonal weight gain by eating cereal instead of huge meals or sweets, with taglines like: “What will you gain when you lose?”
Well, it seems Kellogg is about to answer its own question, but from a marketing standpoint.
Kellogg Co. CEO John Bryant said during an earnings call last Thursday that reduced-calorie messaging no longer resonates with consumers, referencing weaknesses with other similar food categories like diet sodas and reduced-calorie frozen meals. “I think consumers are changing their views on weight management from ‘reduce calories’ to ‘nutritious foods’,” he said. Special K can “absolutely meet that criteria…It’s a very nutrient-dense food form. But we haven’t been communicating it that way. So we are increasing our communication more down that path as opposed to reduce calories.” Read more