Kellogg appoints Harrison as marketing director
Kellogg has appointed Peter Harrison as its permanent UK marketing director.
Harrison has been covering the role on an interim basis since Kevin Brennan left the company in July to join Premier Foods.
He will take responsibility for Kellogg’s £80m advertising budget for brands including Special K, Kellogg’s Corn Flakes and All-Bran.
He will report to UK managing director Greg Peterson.
Before taking over as marketing director Harrison managed marketing campaigns for Kellogg’s Crunchy Nut and Frosties brands.
Separately, Kellogg has promoted John Bryant, its US-based chief operating officer to chief executive. Current CEO David Mackay plans to retire in January.
· The 4 major considerations for consumers when buying cereals are: sugar content (39%); special offers and promotions (35%); fiber content (33%); and salt content (28%).
· 43% buy manufacture’s brands, while 24% usually buy supermarket own label.
· There was a 6% growth in the cereal market value in 2009.
· The top 5 cereal brands in 2009 in descending order: Weetabix, Special K, Crunchy Nut Cornflakes, Corn Flakes and Coco Pops.
· Ready-to-eat breakfast cereals make up around 90% of value sales, but sales of hot cereals grew by around 20% in value during 2008 and 2009, spurred on by innovation, particularly added convenience.
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