Grape Nuts: "What's your mountain"
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...