Business Wars

Cereal Wars - Sugar Rush | 3

Business Wars

World War II is in the rearview mirror, and breakfast cereal is on the brink of a new calorific era. Post Cereals decides to break from its healthful past and start sugar coating its cereals. Itโ€™s a move that leaves Kelloggโ€™s and General Mills in a quandary: should they follow Postโ€™s lead or stick to their nutritional traditions?

But sugary cereal isnโ€™t the only new challenge the cereal giants are wrestling with. A new, exciting medium called television is taking off fast and changing the rules of cereal promotion. And this TV and sugar boom is going to put children at the heart of the cereal business.


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