Coco Pops: A Storybook Success

Coco Pops, launched in 1960, lost consumer support and consequently distribution during the 1970s; the reasons and background are explained.
Agency: J Walter ThompsonAuthor: Jill Greenop

Coco Pops: A Storybook Success

BACKGROUND

Kellogg's Coco Pops was launched in 1960 into the ready-to-eat (RTE) cereal market, as a speciality-appeal brand for children. Like many children's cereals, Coco Pops is a pre-sweetened cereal containing added sugar. These pre-sweetened cereals are a valuable market sector, accounting in 1983 for 11.4% of the 350 million RTE market. Large brand franchises have been built in this sector, namely, Kellogg's Frosties and Quaker's Sugar Puffs. In addition to Frosties and Coco Pops, Kellogg's have three other children's pre-sweetened brands: Ricicles, Smacks and Puffa...

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