Grape Nuts: "What's your mountain"

This case study describes how Grape-Nuts contemporized its brand by repositioning itself as the healthy cereal offering power-packed nutrition for active Canadian adults.

Grape Nuts: "What's your mountain"

GreyPost Foods ULC

Situation analysis

Overall assessment

"It is not the mountain we conquer but ourselves."

-Sir Edmund Hillary.

Post Grape-Nuts has been a part of American history for over 100 years. The first cereal developed by C.W. Post, Grape-Nuts has been a morning staple with a history of fuelling consumers since 1897.

However, in recent years, the brand experienced a steady sales decline and in 2011 the brand was declining at -9%.

In addition to sales declines, brand perception was at an all time low. Consumers perceived Grape-Nuts as old in...

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