Six Breakfast Cereals Americans Lost Love

These are 24/7 Wall St. Breakfast Cereals Americans No Longer Love.


1. Special K
> Company: Kellogg
> Year Introduced: 1956
> 52-Week Sales Through April: $88.9 million
> Pct. Change During That Period: -1.4%
> Pct. Change Sales 2007-2010: -15.9%


One of the first diet foods. It's still a good way to start your day on the right track — nutritionally speaking. Too bad that it is elbowing for attention in a very crowded market.


2. Corn Pops
> Company: Kellogg
> Year Introduced: 1951
> 52-Week Sales Through April: $73.8 million
> Pct. Change During That Period: -19%
> Pct. Change Sales 2007-2010: -12.8%


Corn Pops are a tough sell these days. Parents — smart ones anyway — are not thrilled if their children ingest sugary cereals. Adults don't want them either because they are not healthy with 117 calories and 14.8 grams of sugar.


3. Rice Krispies
> Company: Kellogg
> Year Introduced: 1928
> 52-Week Sales Through April: $121.5 million
> Pct. Change During That Period: -8.7%
> Pct. Change Sales 2007-2010: -10.3%


Snap, Crackle and Pop are among the most recognized brand icons in history. The product has morphed from a health food to a snack food product. It's kind of tough to argue that something that's an ingredient in delicious snacks is healthy.


4. Raisin Bran
> Company: Kellogg
> Year Introduced: 1926
> 52-Week Sales Through April: $115.1 million
> Pct. Change During That Period: -8.4%
> Pct. Change Sales 2007-2010: -7.9%


Raisin Bran is the victim of its own success, which has spawned legions of knock-off brands. Many of them are made by private makers and sold for a fraction of the cost of the real thing. Cash-strapped consumers probably can't tell the difference.


5. Cheerios
> Company: General Mills
> Year Introduced: 1941
> 52-Week Sales Through April: $282.9 million
> Pct. Change During That Period: -3.86%
> Pct. Change Sales 2007-2010: -6.9%


Cheerios has been the part of the diets of babies and toddlers for generations. Birth rates have fallen, however, as the economy went south. Moreover, the market for healthy cereals has exploded in recent years, further pressuring the venerable brand.


6. Corn Flakes
> Company: Kellogg
> Year Introduced: 1894
> 52-Week Sales Through April: $107.5 million
> Pct. Change During That Period: -5.86%
> Pct. Change Sales 2007-2010: -3.8%


Originally developed in 1894 by Dr. John Harvey Kellogg, the superintendent of the Battle Creek Sanitarium, as a way to promote the benefits of a vegetarian diet, it's an American classic like apple pie that is facing hard times because of the growth of private label brands. Also, it's being undermined by newer, organic brands.

http://finance.yahoo.com/family-home/article/112856/breakfast-cereals-declining-popularity-247