Corn flakes were born them as an oversight

The legend that we had to tarte Tatin in the clumsiness of the Sisters of the same name, innkeepers in Sologne. Corn flakes were born them as an oversight. In Michigan, the brothers Kellogg is a doctor, the other is at the head of a "sanitarium" , engage in culinary experiences on cereals to feed healthy patients in the morning. One day, they cook grains of wheat that they are moving between rollers to obtain a fine sheet of dough. But they forget the preparation and find upon their return in the kitchen it has hardened. Rather than throw it, they try to pass when even through the cylinders and receive petals that they then sleeping in the oven. Later, they apply the principle to corn and give birth to the Kellogg's Corn Flakes. Craft, the process becomes industrial in 1906, where a company is created to produce them and market them. Today, a hundred references exist on the market and the company makes about 20 of the turnover with products did not exist three years ago.

But the innovation of the mark, which weighed 8.3 billion (EUR 6.5 billion) in 2005 according to the Interbrand ranking and claimed the world market for breakfast cereals, stops not to products. She knew very early to build a reputation in the field of nutrition, birth in a place of treatment required. The theme is ever more topical. In 1916 was born of other All-Bran, cereal bran, source of fibre. As early as 1930, the mark is nutritional messages on its packaging. More educational CD-ROM was launched to give the children food through games information and advice.

Sports partnerships

To support his speech, Kellogg's developing sports partnerships. Basketball player Tony Parker gives advice on diet and sport around the Frosties, with delivery of a booklet youth fired from 7 to 12 years and day training for young people in September. "Physical activity is one of the roots of the group," said Elisabeth Fleuriot, CEO of brand in France. The industrial and imagined this summer oofball, a game of football the rules a little wacky.

Next to the offer to the nutritional dimension, the mark indeed offers products fun image destined for juniors. As Rikiki logs which "out the language. However, the Group noted that four new products for children out for a year account rates sugar reduced by 9 to 25 the average of their class. "A group whose CEO appears on the annual reports with the iconic Tiger of the brand behind the shoulder or in opposite can be placed under the sign of the playful", noted Elisabeth Fleuriot. For the very young, the company deploys a variety of mascots, the monkey to the frog. Also, it did evolve its communication around All-Bran, an austere often found product. Shifted, the new spots play parodies of sitcoms transatlantic, on the theme "you will change" on the product.

Another ingredient of its marketing, the Group has invested long in its customer relationship. By 1923, it provides a service consumer, led by a dietician. "Reassure customers, treat them as if they were unique is part of the history of the brand," says Manager France. According to a survey conducted for the subsidiary, 68 of French are today agree with the fact that Kellogg's familiar with the needs of its consumers. The mark claimed 44 market share in France where she arrived in full May 1968.

Accompany consumers

The group is thus a "coaching" to consumers. He launched "lean bet" for its Special K products with tracking on the Internet of the progress made and has accompanied the year last in France of a partnership with RoC cosmetics around an anti-cellulite product specialist. In passing, he thus found, through the point of sale advertising, a new playground, one of the pharmacies. Pourlesmamans.fr is trying to help the parents to see clearly in the diet of their offspring, questionnaires in support, and claims to fifteen days of reflexes.

It is also on the Internet that the famous mark, modestly, his birthday, his story and offering download Fund screens and ringtones of mobile. Recipes for muffins to basis of cornflakes or bread to banana-based All-Bran are also available on the Web. But in the American version. This is clearly not intended for the French public. If cereals have found their place on the European breakfast tables, they are not close to gain a true culinary ingredient status!