"local tastes" news and stories

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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