Marketing Tactics

New product launches continue the momentum generated by other recent new breakfast products, including Krave cereal, which was the most successful cereal launch in the category in the last 20 years.

For more than 30 years, trade promotions have been the "currency of the realm"; the way to get new items on shelves, to encourage retailers to advertise and display existing products and to fund price reductions. Over that same period, the industry has spent millions on improving the efficiency and effectiveness of these investments. While that remains important, we dont see trade promotion optimization as the answer. What we need is a new currency.