Shreddies: Genuine goodness

This case study explains how Shreddies, the iconic cereal brand owned by Post Foods in Canada, rebranded to meet the challenges of a changing breakfast market.

Shreddies: Genuine goodness

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Situation analysis

Overall assessment

For 75 years, Shreddies has been a beloved and iconic Canadian brand. Since childhood, we've possessed fond memories of the flagship Post Canada cereal and consumers readily laud it for its nutritious, whole wheat benefits.

However, recently the breakfast occasion has been challenged with an onslaught of out of aisle breakfast innovation - with the ready-to-eat (RTE) cold cereal category down because of all this change (-1.4% Compound Annual Growth Rate since 2011).

Family breakfast choices had become unprecedented: cereal bars, pre-made shakes, yogurt, gluten-free, instant, on-the-go, hot or cold? The RTE...

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