Wheaties Fuel Cereal Case Study: re-energizing a stalling cereal brand

Published by: Datamonitor

Published: Aug. 17, 2009

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Introduction

The US cereal market is mature and changes are often incremental

The US cereal market is dominated by Kellogg's and General Mills

While Wheaties is an iconic brand, its need for reinvigoration has been noted

The Wheaties brand has leveraged sportiness for many decades

Masculine positioning is a likely future commercial strategy in the cereal category

Wheaties Fuel taps into the sportiness of the original product and amplifies its positioning while making it more gender-specific

The development of the Wheaties Fuel cereal is in stark contrast to the original

Wheaties Fuel is a consumer-generated cereal brand

Wheaties Fuel will have a new nutritional profile which is yet to be decided

Conclusions

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Breakfast cereal market value (US$ m), US, 2003-2013

Table 2: Breakfast cereal market share by company (US$ m), US, 2002-2008

Table 3: Breakfast cereal consumption by gender and age, US, 2003-2006

List of Figures

Figure 1: The Wheaties brand has a strong heritage that is reflected in its iconography

Figure 2: The Wheaties Fuel brand makes good use of relevant marketing channels and tactics

Abstract

Introduction

This case study on Wheaties Fuel forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how General Mills has attempted to revive flagging sales of the iconic Wheaties cereal brand with a new brand extension that is targeted specifically towards men.

Reasons to Purchase

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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