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Kellogg Trying to Keep New Cereal on Shelves

March 25, 1993

BATTLE CREEK, Mich. (AP) _ Boxes of Kellogg Co.‘s new Rice Krispies Treats cereal are being snapped up so fast, the company has to get cracking to keep them on grocers’ shelves.

Kellogg’s introduced the new cereal in January. It is selling so well, the company is taking out full-page ads in major newspapers around the country explaining it is trying to keep up with demand, said publicity manager Donna Thede.

″We’re looking at ways to increase production,″ Thede said.

Kellogg won’t release sales figures of the cereal and analysts say it’s too new to track.

″In one sense, I’m sure they’re glad to take out the ads,″ said David Rabinowitz, cereal industry analyst with Kidder Peabody in New York. ″It will heighten awareness and drive demand. It’s not a bad thing in the short term.″

In 1907, Kellogg had the same problem keeping Toasted Corn Flakes on the shelves. It also took out newspaper ads then, telling customers to stop buying the cereal for a month so people who hadn’t tried the flakes could.

In Chicago, the ad read: ″For thirty days please stop eating Toasted Corn Flakes. A hundred thousand Chicago homes hungry for Toasted Corn Flakes, and only enough in the city to supply ten thousand.″

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