The company was called The Battle Creek the taste kids desire. of 5.2 per cent in volume. This makes Kellogg's Toasted Corn Flakes Company, but this soon In response to consumer demands for healthy Nutri-Grain one of the fastest growing brands in changed to the simpler Kellogg Company. By products with sophisticated taste appeal, Kellogg the category. 1909, more than a million cases of Kellogg's Corn created Special K Red Fruits. Flakes were sold across the US. In 1924, Kellogg Launched in 2000, Kellogg's PROMOTION Australia was founded and began operations from Special K Red Fruits features A man ahead ofhis time, WK. rented premises in Sydney. In 1928, Kellogg freeze dried pieces of Kellogg realised that Australia moved to their newly built factory located strawberries, raspberries and promotion was vital to at Botany. Over the years, the Botany factory has cherries and has already growing his brand. In 1906, been expanded several times to keep pace with an developed a loyal following he invested in an ad in The ever-increasing demand. Today, the - ..,....=--"""" Ladies Home Joumal with Kellogg company manufactures its astounding results. Sales products in 19 countries around the world grew from just 3 3 cases a day and distributes its products to more than to 2,900. Spurred on by this 160 markets. success, WK Kellogg embarked on a series of sales THE MARKET Kellogg would not be able to operate THE PRODUCT promotions. Kellogg was In Australia, and around the world, without the support of the Nutritionists around the world agree that also one of the first Kellogg is a leading producer of community and that is why the breakfast is the most important meal of companies to use free gifts or ready-to-eat breakfast cereals and company is dedicated to giving the day. Research shows that people who premiums in or on-pack. convenience foods. The Australian something back. Each year Kellogg eat breakfast tend to be more relaxed and In the early '60s, Kellogg's breakfast cereal market, including invests millions of dollars supp01iing have improved memory. Children who first Australian TV ready-to-eat breakfast cereals, hot a number of important c01mnunity go to school without breakfast have more advertisement appeared, and portable breakfasts, is valued at services including Surf Life Saving trouble concentrating. Regular breakfast promoting Kellogg's Corn $751.7 million (AZTEC May 2001). Australia, Plan It Youth and the eaters also have better diets and generally ..,..........:""-.......,"'"'--~~--"'-----=--'--""'""""" Flakes. Today, television is At 51 .4 per cent value share, Kellogg National Hemi Foundation. Kellogg better health. just one part of the marketing mix with on-pack is the undisputed category leader is a keen supporter of Australian Nutritionists recommend that a good want a promotions, sponsorships like the Kellogg's Nutri­ (MAT May 2001). sport with funds being used to assist breakfast should supply about one qumier delicious, yet Grain National Surf League, public relations and The breakfast cereal market is National Rugby League, junior to a third of a person's daily nutritional nutritious break­ the internet forming important parts of the extremely dynamic and has a high rugby league, the junior surf needs. A bowl of breakfast cereal with fast cereal. company's marketing activity. household penetration of around 90 lifesaving movement and the milk helps do just that, by providing a range of The other major driver of the breakfast cereal per cent. In recent years, category Australian Institute of Sport. nutrients such as carbohydrates, fibre, and essential market is convenience. Kellogg has responded to BRAND VALUES growth has been driven by the Kellogg is c01mnitted to making vitamins and minerals. A significant nwnber of this cwTent market trend with the development of In the far-sighted words of the Kellogg founder, p01iable breakfast segment with an wholesome nutritious foods for all Kellogg's breakfast cereals such as Kellogg's its K-Time range of cereal bars and baked foods. WK Kellogg, "We are a compm1y of dedicated increase of 17.5 per cent in volume Australians at an affordable price and Sultana Bran, Kellogg's Just Right and Kellogg's K-Time has become one of Kellogg's best people making quality products for a healthier over the last 12 months. Kellogg is proud of the contribution it has Nutti-Grain m-e 97 per cent fat-free and contain Niacin, performing brands. It accounts for 9.3 per cent world." One of those products, Kellogg's Corn continues to lead the trend towards made to healthy eating and Vitamin B6, Riboflavin (B2), Thiamin (B 1) , Folate, ($MAT) of the nutritious snacks market. K-Time Flakes, has enjoyed a long history of popularity better health and nutrition and is community service in this country. Zinc and Iron. has shown tremendous growth over the past year based on its taste and high nutritional value. Driven continually researching and growing significantly ahead of the market at 47.3 by the belief that cereals can provide an integral developing new products to meet the HISTORY RECENT DEVELOPMENTS per cent versus market growth of I 0 per cent. The part of our diet, Kellogg's Corn Flakes continue to changing health and lifestyle needs From the very beginning, Kellogg Kellogg's commitment to buying high quality majority of this rapid growth has been due to the win over the hearts and minds of today's of Australian consumers. cereals were fow1ded on good health ingredients combined with the company's introduction of im1ovative new products like K­ increasingly health-conscious consw11ers. A key principles. In 1880, Will Keith (WK.) commihnent to nutrition research and development Time Twists, which are filled with either fruit, or reason is Kellogg's corporate culture. A culture ACHIEVEMENTS the grains, supply the packaging and deliver and Kellogg went to work for his brother, Dr. John has led to the inu·oduction of new breakfast cereals. fruit and yoghurt. K-Time Twists now account for that is a direct reflection ofKellogg's five corporate For more than 75 years, Kellogg has Jed the sell its products. Harvey Kellogg, superintendent of the Innovation has always been the key to Kellogg's over half ofK-Time sales. Kellogg's Pop Tart has values: profit and growth, people, consumer Australian ready-to-eat cereal market. Today, Kellogg Australia exports to New Zealand, internationally famous Seventh Day Adventist success. In 2000, Kellogg launched Kellogg's also grown 85.5 per cent in the last twelve months satisfaction and quality, integrity m1d ethics and Kellogg's market share includes 7 out of the top South East Asia and the South Pacific, resulting in Battle Creek Sanitarium in Michigan USA. Whilst Goldies, a range ofthree wheat biscuit cereals with with the launch of the new Pop Tart Pashies and social responsibility. It is through these values that I 0 breakfast cereals in the country including $250 million in export revenue over the last eight developing a nutritious cereal food for his patients added ingredients like honey and sultanas to Pull-A-Parts range. the original vision of WK. Kellogg continues to Kellogg's Corn Flakes, Kellogg's Nutri-Grain, years. in 1894, a laboratory oversight resulted in the provide the nutritional goodness mums seek with Kellogg's major cereal brands maintained a good thrive, with an ongoing commihnent to the future Kellogg's Coco Pops, Kellogg's Sultana Bran, Kellogg Australia purchases more calrose rice creation of wheat flakes. The patients loved this shm·e ofmarket during 2000 through a combination health of the nation. Kellogg's Just Right, Kellogg's Special K and than any other food manufacturer in Australia and new flaky cereal product, and demanded supplies, of effective advertising, on-pack consumer Kellogg's Rice uses more than 12,000 tonnes of whole com (maize) even after leaving the Sanitarium. promotions plus in1portant on-pack messages about THINGS YOU DIDN'T KNOW ABOUT Bubbles. each year· making the company one of the largest Soon after, the Kellogg brothers opened their first good nutrition and c01mnunity involvement. KELLOGG'S Kellogg is users of Australian corn for food production. wheat flakes fact01y in Battle Creek. From wheat flakes In recent years, Kellogg's Nuu·i-Grain, which is proud of the Special corn hybrids developed by grain growers to com flakes was a simple process, and in 1906, WK the major sponsor of the Kellogg's Nutri-Grain 0 Kellogg was the first to print recipes, fact that it is in association with Kellogg and their suppliers Kellogg started up his own company to.market them. National Surf League, has grown to become product information and nutrition able to directly ensure high product quality. ,--------------- ------------, Kellogg's best messages on the side and back panels employ over Kellogg is also a major buyer of selling cereal of its cereal packs. 800 Australi­ many other Australian-grown brand owning 0 The Australian operation was the first ans and that foods including rye, wheat, dried 11.1 per cent of Kellogg facility to be established over 90 per apples, papaya and peanuts. the ready-to-eat outside America. cent of its Kellogg is c01mnitted to the category 0 Kellogg's Nuui-Grain is a uniquely cereal products environment and has a long ($MAT). Aus­ Australian breakfast cereal developed are made in record of environmentally tralians eat in Australia by Australians for active Australia using responsible practices. More approximately Ausu·alians. Australian raw than two billion Kellogg 17 million packs 0 The first box of ready-to-eat cereal to materials as a packages a year display the of Kellogg's roll off the Kellogg production line in priority.