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Breakfast is often considered the most important meal of the day and its consumption has been linked with aspects of health, such as nutrient intake and cognitive powers. Aims to review some of the literature on the subject and present new data on breakfast consumption patterns from the authors′ dietary survey of Scottish schoolchildren. Frequency of breakfast consumption and type of breakfast chosen was investigated in boys and girls in low and high socio‐economic groups. Few children missed breakfast and the most popular choice was ready‐to‐eat (RTE) breakfast cereal. Children from the low socio‐economic group tended to favour bread or toast. Differences in nutrient intake between RTE cereal eaters and the rest of the group were found and it was concluded that, although the dietary intake of this former group appeared more favourable, further research was required to establish a more definite causative effect.

The food pattern that includes ready‐to‐eat (RTE) cereals at breakfast is associated with important reductions in total fat, saturated fat, and cholesterol, and increases the likelihood of an individual meeting the recommended dietary allowances for iron and calcium for three sub‐populations studied (Anglos, African‐Americans, and Hispanics). Beverages, fruit, cereals, breads, and egg items represent the major components of breakfast. RTE cereals were consumed in 30 per cent of the breakfasts; they were fifth in the number of grams consumed per capita. Consumers of RTE cereals consumed a very different pattern of food from non‐consumers of RTE cereals. Individuals aged five and older with three days of dietary data from the US 1989‐91 Continuing Survey of Food for Individuals Intake were used for the analysis, n = 9,957. All breakfasts were combined (n = 26,271).

The hot breakfast cereal division of Quaker Oats was in serious decline, and the increasing American preference for speed and convenience at breakfast did not bode well for the category. The senior VP overseeing the hot breakfast division has been given an ultimatum by the CEO to turn the company's namesake product line around. She develops a marketing plan, but will it work?

To analyze a mature product category within the context of its competition and consumer trends, and apply several aspects of brand management and marketing strategy to maintain market share in the face of changing consumer preferences and intense competition.

Analyses the four main components of Kellogg’s marketing mix (product, price, place and promotion) and assesses the extent to which Kellogg’s has globalised or internationalised its approach in these areas. Increased competition in existing markets meant that Kellogg’s needed to look towards new markets and new products.

The purpose of this paper is to explore the variety of food in which it has been applied as a prebiotic and functional ingredient, the concentrations used there in, the tests that have been conducted on these fortified foods and briefly reviews the history and characteristics of inulin.

The review included articles from 1999-2013. The papers which reported inulin concentrations used, the purpose of the application and tests on final product, were mainly selected. Articles were collected in electronic databases such as Elsevier-Science Direct, Emerald, Springer Link, Wiley and Redalyc.

The interaction inulin-food with different food matrices is complex, and is not always technologically favorable for the product. Moreover, additional to evaluations of sensory, physicochemical and rheological characteristics, it is essential to carry out measurements in the food, of such characteristics as prebiotic content, and prebiotic activity in vivo and in vitro, and assess potential adverse reactions in order to define suitable doses of consumption.

The paper highlights the importance of conducting in vitro and in vivo testing of potential prebiotic inulin-supplemented food in order to define dose that benefit health and do not cause unacceptable gastrointestinal distress.

Reports the highlights of a study designed to describe certain relationships between sales trends and advertising and price patterns for nine Canadian grocery markets from 1958 to 1967. Uses the results of the study to illustrate several characteristics of modern competition and marketing, their implications for current thinking about the examine role of advertising and the applicability of the product life cycle in this context.

The goal of the present study is to examine the degree of knowledge amongst Indian women about millet grain and its nutritional advantages. Millet is regarded to be five times more nutritious than rice and wheat. Despite the fact that millet contributes to 10% of India's food grain basket and has an annual production of 18 million tonnes, it is not consumed in the same proportion as mainstream cereals (that is rice and wheat). As a result, the study's primary objective is to determine the level of awareness and consumption pattern of millet amongst Indian women regarding millet grains.

The research was carried out in the city of Bengaluru in the state of Karnataka, India. For the purpose of study, a sample of 855 female respondents was approached using a non-probability sampling technique known as convenience sampling. The data were gathered through the use of a self-administered structured questionnaire.

According to the findings of the study, the vast majority of respondents consume millet for preserving overall health. Building self and family immunity is the most important factor with 4.11 mean scores and low standard deviation of 0.985. The results reveal that 80.6% of women in the study are aware of millet but only 62.7% of women are consuming millet. The motivating factors and demotivating factors leading to consumption and non-consumption behaviour, respectively have also been identified. The study also reveals that demographic factors such as age, qualification and income have a direct influence on millet consumption.

The scope of research can be extended to explore the impact of millet consumption on long term health benefits of millet amongst the target respondents. Further, the study can be extended to explore the consumption pattern of millet among different target audience in various parts of India. The media interventions in creating awareness of millet consumption benefits need to be studied for increasing the consumption of millet.

Companies involved in producing Fast Moving Consumer Goods (FMCG) products can be encouraged to produce millet based foods like cereals, biscuits, ready to eat foods etc. Workshops can be organized to raise awareness on how the millet can replace traditional grains in the cooking process.

Policy measures may include millet being promoted through technology dissemination, creating awareness about advantages of millet and including millet in the Public Distribution System (PDS). It is also important to promote the cultivation, maintenance and processing of the local variety of millet with competent marketing strategies so as to increase their cultivation comparable to the cash crops. Farmers should be educated on the importance of cultivation of minor millet.

The fast-paced lifestyle of urban Indians has a direct impact on their dietary preferences. The World Health Organization (WHO) recommends that people have a nutritionally balanced diet and engage in regular physical activity to reduce health risks. In India, as a result of women's increased participation in the workforce, women are forced to manage many tasks and obligations, which has detrimental effects on their health. The poor nutritional status of modern-day workers is attributed to a lack of education, lack of awareness and a general disregard for health-related concerns. There is a need to investigate if Indian women are aware of the nutritional benefits of millet grains that are higher in protein.

In 2010, approximately one-third of US children and adolescents were classified as at least overweight, with 17 percent classified as obese. In addition to other causes, the marketing and advertising of food directly to children was identified by a Task Force on Childhood Obesity as a contributing factor. As a result, food industries began to self-regulate. Consumer advocacy organizations developed guidelines for advertising products targeted to children. Cereal companies, such as General Mills (GM), struggled with whether or not to adopt those standards. GM began to change both marketing and product advertising in small ways. The changes were considered steps in the right direction but GM continued to be under scrutiny of advocacy groups. This case addresses the struggle of General Mills to make changes to product nutritional content and/or marketing and to address the societal concern about childhood obesity while also meeting responsibilities to consumers and shareholders.

The case was researched utilizing secondary data – all materials are readily available to the public. There is no disguise of any actual person or entity and no relationship between the authors and the organizations or individuals mentioned in the case. Frequent sources include the General Foods, Children's Food and Beverage Advertising Initiative and Center for Science in the Public Interest web pages.

This case could be used at an undergraduate or graduate level. Legal Environment of Business, Business Ethics and any Marketing course.

The ethics frameworks in most business law or ethics textbooks may be used to discuss the dilemma identified in this case. This Instructor's Manual uses Hosmer's model. Hosmer (2008), The Ethics of Management: A Multidisciplinary Approach, 7th ed.

This article aims to estimate the relationship between brand loyalty and price promotions on the German yoghurt market. It considers consumer loyalty to various corporate brands and their respective sub-brands to analyze promotional strategies between and within certain corporate brands with a larger loyal consumer segment and a moderate strength of consumer loyalty are well suited for effective price promotions following the idea of loss leader by Lal and Matutes (1994).

The paper’s approach follows Allender and Richards’ (2012) and extends to explicitly considering the product line management of every manufacturer in the market. In the first step, a random coefficient logit specification is estimated to compute measures of brand loyalty for each brand. In the second step, the relationship between brand loyalty measures and the frequency and depth of price promotions is analysed.

The results suggest that weaker corporate brands are promoted more aggressively supporting the model hypotheses by Koças and Bohlmann (2008). Within the manufacturer’s product line, sub-brands with a larger loyal consumer segment and a moderate strength of consumer loyalty are more often used for effective price promotions which reflects the idea of loss leading first introduced by Lal and Matutes (1994).

The results are limited to a static relationship between brand loyalty and price promotions. Analyzing the dynamics of the relationship between brand loyalty and price promotions should prove fruitful in enhancing the understanding of retailer strategies and provides additional implications for managerial decisions in retailing.

Managers need to be more aware of the linkages between product line management and promotional strategies. Changes in the product line management may require a redirection of the promotional measures and strategies.

Consumer behavior with respect to brand loyalty to some extent determines price promotional strategies of retailers. The promotional strategies provide opportunities to save expenditures, especially for non-loyal and low income households.

Matching and analyzing two detailed (consumer, retail) scanner data sets to investigate the relationship between the measures of brand loyalty and the retailers’ price promotional strategies. Novel is the modeling of two different dimensions of brand loyalty (size and strength) and the consideration of sub-brands. The results clearly show that promotional strategies vary not only between corporate brands but also between sub-brands of the same corporate brand.