Merchant Innovation

Kellogg’s (Yes, The Cereal People) Is Jumping Into The Digital Economy

Just as there are a myriad of services to bring movies to your computer, the world is slowly filling up with delivery services to bring you a snack while you watch whatever is on.

Want “indie food?” Good. First tell us what that actually is, but then sign up for Mouth – a delivery startup that promises to connect you to it. Sick of the same old chips and candy? Then there’s Graze – a startup that offers more than 100 snacks in customized snack boxes. Need snacks without artificial ingredients? NatureBox has your back. In training or an extreme athlete? There is JackedPack – a startup selling snacks for athletes who can get over how stupid their name is.

But what if what you want is to sit on your couch and eat cereal and Pop-Tarts?

Kellogg’s – the makers of Corn Flakes and Pop-Tarts – is starting a delivery service to help you out. Well, sort of.

According to Bloomberg, Kellogg’s is jumping into the snack subscription service to appeal to customers seeking healthier food in an attempt to pump up their business as cereal sales have started to lag in recent years.

Kellogg’s is not the first to get this idea – General Mills launched a similar service last year that they said was “a great learning experience,” right before shutting it down.

Even though General Mills is out, Kellogg’s will have plenty of folks to compete with. Maybe they should reconsider adding Pop-Tarts and Frosted Flakes to the lineup.

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