Kellogg Hires Former Wendy's CMO To Lead Morning Foods

Craig Bahner Was at P&G Before Wendy's

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Craig Bahner
Craig Bahner
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Former Wendy's chief marketing officer Craig Bahner has joined Kellogg Co., where he will take over as president of the company's U.S. morning foods division.

Mr. Bahner joined Wendy's in 2012 following a long career at Procter & Gamble. The fast feeder announced late last year that Mr. Bahner would leave in early 2015, as part of a management reshuffle.

Kellogg also announced today that its chief growth officer, Paul Norman, will assume the role of president of Kellogg North America. Mr. Norman had been leading the morning foods business on an interim basis. Mr. Bahner will report to Mr. Norman, who will report to Kellogg CEO John Bryant.

"With more than two decades of demonstrated experience working in general management and functional marketing leadership roles, I'm confident Craig will help return our U.S. morning foods business to sustainable growth," Mr. Norman said in a statement.

Kellogg's morning business has been stuck in a slump, partly as a result of underperforming cereal brands. A major weak spot has been Special K, whose sales in the U.S. fell a staggering 14.5% to $365.7 million from 2013 to 2014, according to Euromonitor International.

The company recently launched a new campaign for the brand by agency Leo Burnett that pivots away from the brand's long-used dieting positioning. New ads tout nutrition benefits, including whole grain, fiber, folic acid and Vitamin D. The company has also launched a new breakfast offering called Origins that is sold under the Kellogg master brand name. The product seeks to capitalize on the growing demand for simpler, less-processed foods with varieties such as muesli, "ancient grains" and granola.

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