POP TARTS PACKS MORE PASTRY FOR SAME PRICE;KELLOGG BRAND AIMS TO REVIVE SHARE

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Kellogg Co., on the heels of its cereal price cuts, is giving consumers more Pop Tarts for their money and touting the move in a new ad campaign.

TV spots from the marketer, looking to revive its category-leading share of the toaster pastry business, introduce viewers to a new Pop Tart package that adds two pastries to the current six without upping the price.

The multimillion-dollar effort features two new commercials from Leo Burnett USA, Chicago.

In one spot, Kellogg's animated Malcolm the Toaster character is distressed that the extra two Pop Tarts may make him blow a coil.

A second spot, breaking today, compares the lower price to other simple joys such as finding loose change under the couch cushions.

Kellogg is also reducing the suggested retail price on its 12-count Pop Tarts by 19%, to $2.59.

"What could be better than giving consumers two more of what they love-two more Kellogg's Pop Tarts-eight for the price of six?" said Jon Wilson, exec VP, convenience foods division.

LOST SHARE BEHIND BONUS

But the reason isn't quite that simple. Despite leading the $487.3 million toaster pastry category, Kellogg has lost share to private-label products and new competitor Nabisco Foods, with its Toastettes line and SnackWell's reduced-fat entry.

For the year ended June 16, Kellogg owned 68.9% of this market, according to supermarket data from Information Resources Inc.

However, its dollar sales fell 3%, while sales of private-label products and Nabisco climbed 2% and 19.6%, respectively. Private labels own 15.6% of this market, while Nabisco has 11%.

In `95, Kellogg spent $18 million on Pop Tarts ads and $7.4 million on Pop Tart Minis, according to Competitive Media Reporting.

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