ADDING ZIP TO STOP A DIP

While the ready-to-eat cereal category is huge -- at $7.5 billion, according to one industry spokeswoman -- the big cereal makers have seen slight dips in sales from year to year. Not surprisingly, they are using a number of new marketing strategies to promote cereal, including capitalizing on the health benefits of both old and new products. arlier this year we fortified 44% of our cereal line with

While the ready-to-eat cereal category is huge -- at $7.5 billion, according to one industry spokeswoman -- the big cereal makers have seen slight dips in sales from year to year. Not surprisingly, they are using a number of new marketing strategies to promote cereal, including capitalizing on the health benefits of both old and new products.

arlier this year we fortified 44% of our cereal line with calcium, and now it's up to 50%."

Kellogg, Battle Creek, Mich., also seems t

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