How crazy good revitalized the pop-tarts brand

BUSINESS SITUATION

Since its introduction to the marketplace in 1964, Kellogg's Pop-Tarts brand has achieved unprecedented growth and category superiority. Pop-Tarts had successfully grown sales and market share for over 25 consecutive years.

By 2004, the future was looking tough, with brand growth starting to slow down significantly. The Kellogg's and Leo Burnett team had begun focusing on stretching the brand to new targets, such as adults and moms, while neglecting what historically was the key target of the brand…kids 10 to 12 years old.

In 2003, there were over 50 new products entering the “Wholesome, Portable Breakfast” category, not to mention 20 new kid cereal products. 2004 introduced not one, but two major Toaster Pastries competitors: Nabisco and Quaker, coupled with more sophisticated Private Label competition. These competitors had a goal to directly steal market share from Pop-Tarts in the $500MM Toaster Pastry category.