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Pitching cereal for dinner and late nights

from The Wall Street Journal

Cereal companies are zeroing in on behaviors they largely ignored in the past: what they call off-breakfast eating. That means adults eating cereal at night or children snacking on it throughout the day. As a hint to consumers, Kellogg Co., the largest seller of cereal in the U.S., recently put Special K Chocolate Almond, Frosted Mini-Wheats and other cereals in boxes with a starry night sky backdrop. Around 20 percent of cereal eating happens outside of breakfast, but some still feel guilty about cereal for dinner or at other times, says Jim Murphy, president of Big G, the cereal division of General Mills Inc. more


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