Page 46 - The Five Forces of Everything

KELLOGG’S PORTFOLIO STRATEGY

A SIZEABLE INNOVATION SPACE

Kellogg Co. executives recently spoke of ‘the power of one’ with investors
during the company’s Q3 2018 earnings call.

Single-serve is already a large part of Kellogg’s Snacks business — about
10% of sales — and is considered far smaller than where it could be.
“We like the growth opportunities. We’re pursuing it! A lot of our product
innovation is in this space”, the company said.

One important consideration. In these times where concern over
sustainability is sky-rocketing, it is also important that the rise of single
serve does not impede industry progress to reduce overall use of single
use plastics.

Brands that can solve this dilemma will ultimately win with the emerging
consumer.
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FORCE #3 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS