Kellogg UK has promoted Guy Longworth to marketing director. It
ends a 20-month period in which one of the most coveted marketing posts
in the UK remained vacant.
Longworth, who was Kellogg’s marketing manager and media controller,
will be charged with reversing the fortunes of the company, which has in
recent years seen cereal sales decline and market share lost to generic
In an interview with Marketing earlier this year, Longworth said that
Kellogg was fighting back by focusing on ’the real benefits to our
customers of choosing our brands’, and by introducing cereal snacks in
an effort to reach workers who were increasingly shunning their morning
Kellogg, whose brands include Corn Flakes, Nutri-Grain and Pop Tarts,
has not had a UK marketing director since Mark Sims left the post
following his April 1998 appointment as commercial director. UK
marketing manager Joe Ennen was touted as the most likely replacement
for Sims, before he resigned in June this year.
Kellogg, like many of the branded cereal marketers, has struggled in
recent years. It has seen its pre-tax profit fall from pounds 70.1m in
1997 to pounds 54.7m last year, a decline of almost 22%.
The company has cut prices across its cereal brands by as much as 12% in
the past 12 months as it fought to maintain market share in the face of
increasing consumer acceptance of cheaper supermarket brands.
Own-brands are expected to account for almost 20% of the UK ready-to-eat
cereal market in 1999.
The UK’s cereal market is worth an estimated pounds 1bn a year. People
in the UK and Ireland eat about 7kg of cereal each, making them the
biggest consumers in the world.
Kellogg UK is the sixth biggest advertiser in the UK, with a budget of
around pounds 67m a year. J Walter Thompson and Leo Burnett handle
advertising for the company.