GENERAL MILLS READIES ASSAULT ON CEREAL CROWN.

Advertising Age,  January, 1999  by Pollack, Judann

Tags: cereal, General Mills Inc.

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General Mills is cranking out a nutritional advertising blitz for its children's cereals, while at the same time preparing to launch its first organic cereal.

The moves come as Big G seems ready to topple rival Kellogg Co.'s category-leading dollar share in supermarkets. Although there remains a four share-point spread in unit sales, perennial No. 2 General Mills is a mere three-tenths of a share point behind on a dollar share basis.

According to figures from Information Resources Inc., General Mills held a 31.5% dollar share for the 52 weeks ended Nov. 29 and Kellogg had ...

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