Kellogg yesterday announced that it saw itself "as number two in terms of US cereal market share", behind rival General Mills, when the company has dominated the US breakfast cereal market ever since its creation. Kellogg is restructuring its market positioning and business focus, including its $4.4bn acquisition last October of Keebler, the second largest US cookie maker. According to Kellogg's officials, the acquisition was aimed at reducing its dependence on cereals, taking them to less than 50 per cent of sales.
