Word: krafts
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Dates: during 1990-1999
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...That's the impression that Kellogg's gave last week when the company announced price cuts averaging 19% on two-thirds of its product line (not included: best sellers Rice Krispies and Special K). The move came in the wake of sharp gains by the Post Cereal unit of Kraft Foods, owned by Philip Morris. Post lowered prices on its brands 20% on April 15, and quickly stole nearly 4 points of Kellogg's 35.5% share of this $8 billion market. "This is not a price war," says John McMillin, a leading food-industry analyst at Prudential Securities. "Kellogg...
...little choice but to start a price war. Despite its heavy promotional efforts, the company's market share has fallen from 16.8% a year ago to 15.6% today. "If we had done nothing, we faced seeing a 15% market-share slide, to 13%," says John Bowlin, the president of Kraft Foods, the division of Philip Morris that makes Post cereals. Post was not losing share to Kellogg as much as to private-label brands, which can cost one-third as much as their national counterparts and have grown from 3% of the cereal market in 1987 to 10% today. (Industry...
...composers are finding themselves shouldered aside, as studios and record companies insert rock songs wherever possible, with an eye to creating a best-selling album. "A lot of directors lately are using a crowbar to stick songs in a movie where they clearly don't belong," complains agent Richard Kraft, who represents a number of composers...
...them, American staples like ersatz whipped cream, ready-made pie crusts or-that native classic-squeezable cheese. "They ask me, 'What is this, and what do you do with it?' or 'How do you eat this?'" Many adapt quickly; one former pupil now extols the virtues of Kraft macaroni and cheese as a quick and easy children's breakfast. But at first the sheer abundance of an American supermarket can be overwhelming. Pausing before an array of 22 varieties of bread crumbs, Raftery soothes her bewildered charges: "Use any kind you want to. Just read the label to make sure...
Dinner for Don L. Hayler consisted of Star Market fare as well. "I ate cereal, peanut butter and jelly sandwiches, and Kraft mac and cheese with tuna." Hayler adds, "By the way, I got very sick over break, probably partially from not eating well...