Word: cereal
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Dates: during 1960-1969
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...part of a radio ad campaign launched this week by the Kellogg Co. of Battle Creek, Mich., a firm that enjoys feeding the nation corn through its eyes and ears as well as through its esophagus. Kellogg is the world's largest maker of ready-to-eat cereals, and its 25 plants, serving 150 countries, turn out the equivalent of 9 billion bowls of cereal a year in 19 varieties. Last week, reporting on 1963, Kellogg announced the highest sales ($321.5 million) and earnings ($28.2 million) in its history...
...came from such Kellogg basics as corn flakes, which Founder Will Kellogg began to market in 1906 as a health food, and Rice Krispies, whose snap, crackle, pop is part of American folklore. To keep crackling, Kellogg's puts its faith in new products, has introduced ten new cereals in the last 13 years. The latest is a circular, multicolored, fruit-flavored oat cereal called Froot Loops, which Kellogg's is pushing as suitable-or possibly sootable-for all the family from 5 to 95. Just as pre-sugared cereals became the big sellers...
...with soap or cigarettes, cereal selling is essentially aggressive marketing. Kellogg's has cornered 43% of the U.S. market-double that of either General Foods or General Mills-by doggedly making breakfast and cereal synonymous. The company preaches nutrition and flavor with countless advertise ments, 15 television shows (including the top-ranked Beverly Hillbillies) and afternoon cartoon shows on 180 local stations that feature such fetching salesmen as Yogi Bear, Woody Woodpecker and Huckleberry Hound. All this has helped put four Kellogg cereals-Corn Flakes, Rice Krispies, Special K and Sugar Frosted Flakes-among the industry...
...jelly sandwiches to the office in a brown paper bag. Bill Scranton is up at 6:30 in his Indiantown Gap executive mansion, 20 miles from Harrisburg. Mrs. Smith is awake at 6:45, keeps a blender in her office to whip up a dietary lunch of powdered milk, cereal and a caloric...
...cycle starts before birth, when more aggressive members of the industry pay off hospital personnel for the names of expectant mothers that they can sell to diaper-service companies and baby photographers. The child joins a list in his own right the first time he sends in a cereal box top, makes it again at high-school graduation when his name is gleaned from a yearbook or supplied by a cap-and-gown manufacturer. From then on, every time he registers his car, makes the telephone directory, buys a home, rents an apartment, joins a book club, contributes...