Cereals Find Buddies, Mustard Gets a Makeover, Mayo Goes Healthier

Feb 15, 2002

The first foods created by a global alliance between Kellogg Company and The
Walt Disney Company were unveiled at the Disney Store in New York.

The three new cereals, Mickey’s Magix(TM), Hunny Bs(TM) and Buzz Blasts(TM),
are part of a multi-year global relationship between Kellogg and Disney that
extends to Kellogg and Keebler brands that is aimed at exploring new product

New Hellmann’s®/Best Foods® Just 2 Good!(TM) with 82 percent less fat; and
only two grams of fat per serving, is another way to contribute to well being
without sacrificing taste. “We continue to listen to consumer opinion and recognize
that one of this year’s most important opportunities is in the health segment,”
says Alvaro Serrano, Senior Associate Brand Manager at Unilever Bestfoods.

After an internal overhaul, Reckitt Benckiser is launching the first major
innovation since the ’70s for its French’s Classic Yellow Mustard brand with
a new bottle, stay-clean caps and new sizes, backed by a $20 million national
integrated marketing push.

Moderator Comment: Should more marketing effort be
focused on branding efforts and less on sales promotion?

The new product announcements from Kellogg’s, Disney,
Best Foods and Reckitt-Benckiser all share a common theme. They are all looking
to build on existing brand images that are popular with consumers to build incremental
business. Considering the dollars dedicated to sales promotion (including trade
funds), should CPG manufacturers place more emphasis on brand marketing? Should
retailers focus more on their long-term branding efforts and less on immediate
traffic drivers? [George
Anderson – Moderator

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