Despite years of maturity, the cereal category hasn't lost its crunch. Even as commodity inflation and subsequent price spikes threatened to soggy sales volume, the category's value positioning — relative to other morning options — stayed intact, with 29% of eaters consuming cereal because it offers a better value than other breakfast options, according to a Mintel poll. The Chicago-based researcher reports cereal sales jumped 5.8% to $10.8 billion from 2007 to 2009. Though driven in part ...

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