The Journal. Breakfast Battle: The Cereal Industry vs MAHA
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Aug 28, 2025 Jesse Newman, a WSJ reporter with a passion for breakfast, dives into Kellogg's tumultuous journey amid the health movement championed by the MAHA agenda. She discusses the dramatic shift in American breakfast habits, where cereal consumption is declining as consumers lean towards healthier options. Jesse highlights Kellogg's efforts to adapt with innovative products, including a vegan cereal, while confronting the challenges of reformulating recipes by 2026. Her insights reveal the tough balancing act between marketing, consumer health trends, and the cereal giant's future.
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From Childhood Cereal To Adult Breakfasts
- Jesse Newman and Allison Pohle recall growing up eating cereal but now prefer yogurt or eggs for breakfast.
- Their personal shift illustrates a broader change in American breakfast habits away from cereal.
Cereal's Cultural Dominance Has Eroded
- Kellogg dominated American breakfast for decades with iconic brands and mascots that shaped culture.
- But shifting palates and perceptions turned many cereals from staple to treat, pressuring the business.
Snacks Overtook Cereal Growth
- Snacks outpaced cereal as consumer snacking grew and cereal consumption declined.
- That trend prompted Kellogg to split into WK Kellogg (cereal) and Kellanova (snacks) to focus each business.