How Kellogg Co. captured direct-brand insights to drive product development

The Kellogg Co., the food group, is learning from the direct-to-consumer playbook as it seeks to launch new products in different ways.

After 20-plus years at the Kellogg Co., Aleta Chase has been running brands like Cheez-It, Pop-Tarts, and Special K for so long that she embraces the Battle Creek, Michigan- based firm’s product-development DNA as part of her own marketing mantra....