CREAL DRAMA

Ready-to-eat cereals targeted at kids are frosting the category with sweet rewards, retailers report.Thanks, in part, to price reductions from the leading manufacturers, retailers are now benefiting even more from the sweet sugared brands. Various merchandising and promotional strategies are spurring segment growth."The kids' cereal market, the way I define it, probably makes up 40% of the entire

Ready-to-eat cereals targeted at kids are frosting the category with sweet rewards, retailers report.

Thanks, in part, to price reductions from the leading manufacturers, retailers are now benefiting even more from the sweet sugared brands. Various merchandising and promotional strategies are spurring segment growth.

"The kids' cereal market, the way I define it, probably makes up 40% of the entire category. But it's about 60% of the sales," said Tom Schmutz, division supervis

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