NEW CONTENDERS

RICHARD TURCSIK

Manufacturers keep bulking up their cereal sales with new entries.

This month Kellogg Co., Battle Creek, Mich., the world's leading cereal manufacturer, rolled out its latest cereal creation -- Kellogg's Smart Start, a new cereal made from sweetened multigrain flakes with crunchy rice and oat clusters. It is fortified with 14 essential vitamins and minerals.

Smart Start is targeted at adults and provides a taste and nutrition option not currently available within the category. It is being supported with a comprehensive marketing campaign that includes television advertising, sales promotion and public relations support.

In August, Post Cereals, the Tarrytown, N.Y.-based division of Kraft Foods, Northfield, Ill., will be introducing what seems like a surefire hit -- Post Oreo O's, an all-family cereal that tastes like Oreo cookies.

Post Oreo O's is a wholesome combination of chocolate-flavored oats, wheat and corn, sprinkled with specks of a white topping that tastes like the filling of an Oreo cookie. Fortified with 10 essential vitamins and minerals, Post Oreo O's contain only 2.5 grams of fat, 110 calories and 11 grams of sugar per serving.

The cereal will be packaged in a 12-ounce box that retails for $2.99 and will be backed with a comprehensive marketing campaign employing television and print advertising, consumer promotion and public relations.

Post is licensing the Oreo name from Nabisco, East Hanover, N.J. The companies already have a licensing relationship in the cereal aisle as Kraft bought the Nabisco Shredded Wheat brands several years ago and maintained the Nabisco brand name.