Breaking The Bran Barrier - Kellogg's Bran Flakes 1982-84

Jeremy Elliott

How Kellogg's Bran Flakes overcame the prejudice against bran cereals on taste grounds. First prize in sector.
Agency: J Walter ThompsonAuthor: Jeremy Elliott

Breaking The Bran Barrier - Kellogg's Bran Flakes 1982-84

MARKET BACKGROUND

Bran cereals have a long history. All-Bran has been on the market since 1922. Kellogg's added 30% Bran Flakes to their range in 1939, Sultana Bran and Bran Buds in the early 1960s. But for many years demand for bran cereals remained limited, partly because bran is not very palatable (which is one reason why it has generally been removed from processed foods) and partly because of the medicinal and laxative associations created by over 40 years of advertising All-Bran...

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