MINNEAPOLIS, Minn. -- With General Mills' announcing it would make all of its Big G breakfast cereals with whole grains, industry leader Kellogg may not be far behind. General Mills' move will affect 40% of the No. 2 cereal maker's line, including Trix and Lucky Charms, which this month will start sporting "Whole Grain" in large lettering on their boxes.
Cereal companies have been addressing a slump in sales by tapping into growing attention to a deficit in Americans' diets of whole grains, which are said to protect against diseases, and other health trends. Earlier this year, Kellogg, based in Battle Creek, Mich., then General Mills, rolled out reduced-sugar versions of some of their kids' cereals.