Calbee has entered China’s brick-and-mortar retailers with its fruit cereal brand Frugra, as the company’s CEO Akira Matsumoto hopes the country will contribute one-third of Calbee’s international sales by 2020.
Cereal manufacturers will continue to diversify through acquisitions and by switching resources to other parts of the breakfast market, according to analysts Lux Research.
The Kellogg Company has acquired Egypt’s leading cereal company Mass Food Group for $50m as the country's breakfast cereal category registers rapid growth.
PepsiCo’s investment to localize its Quaker brand in China with traditional herbal medicine fortification and texture adaptations has enabled it to thrive, an analyst says.
Western breakfast brands don’t often work in China. They need manipulating to appeal to very different tastes, packaging and format preferences and, of course, another language.