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The idea of eating cereal with cold milk for breakfast, a staple of the Western daily diet, is not a popular concept in China and other parts of Asia, but cereal company Kellogg's wants to change that. The food giant controls 40% of the global cereal market, but only 2% of its sales come from Asia. With a goal in mind of doubling their revenue in the area by 2009 or 2010, the company is buying up local cereal companies and trying to tailor new products, including hot cereals and cereal bars, to the local palates.
While buying locally producing companies can certainly boost sales in the area, will Kellogg's really be able to convert such a huge population to being cereal eaters? It doesn't seem likely, but given that the company has set a generous deadline, they might just be able to pull it off - even if they have to target the already-present "Western" population in residence.
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7-08-2006 @8:31PM Brandon said... Why isn't this idea of cereal & milk popular in Asia?
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7-09-2006 @2:10AM DAB said... Why should it be?
If I had a choice between corn flakes or something more substantial like sweet bread buns or fried noodles for breakfast, I'd take the tastier food every time. It's like people in the US who would rather eat sausage & eggs than cereal.
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7-09-2006 @2:27AM Sandy said... Greater than 90% of Asians are lactose intolerant, hence majority do not frequent the milk aisle of the supermarket. Second, Asian breakfast cuisines include a delectable selection of dim sum, baked goods, and hot cooked foods (congee, etc). So the question is, why eat cereal?
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7-09-2006 @9:36AM Franz Hemingbeck said... The Asians have a wonderful food tradition. Why do they need to choke down our crappy corporate "food" products every morning just to make Kellogg's stock price go up a few pennies?
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7-09-2006 @3:02PM Gabriella said... Well they would be better off if they did not eat half of these American packaged products. Most of them are junk. Well the ones being marketed heavily oversees with big budget companies are mostly junk.
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