I recently had the opportunity to listen as a product development team analyzed the new Pop Tarts brand extension from Kellogg's Pop Tarts Crunch Cereal. Frankly, everyone was left shaking their heads! If you read the package copy on the box, the "story" rolls out about "filled" centers in the little pieces of cereal. It gives one the impression Kellogg has mastered the technique of putting a real fruit filling into each individual little bitty piece. "Not so," said the team members, who are ...

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