Why Wheaties cereal is struggling

The breakfast of champions is on the ropes. Wheaties, a household name, it seems has been "rope-a-doped" by cereals touting better health. I don't know if there are healthier cereals available, or simply more aggressive advertising campaigns by competitors. I for one will stick with Wheaties for one reason. It works.

After nearly a nine decade run, the "Breakfast of Champions" is on the ropes.

Sales of Wheaties are down double digits for another year and the tailspin shows no signs of stopping. A brand that, in the 1960s, accounted for 6.5% of all breakfast cereal sold in the United States, now only has slightly more than 0.5% of the market.

"Wheaties had a clear brand identity," said Lloyd Moritz, who as editor of "The Breakfast Bowl," a blog dedicated to cereal, just might be the nation's foremost expert on the topic. "The problem was they rested on their laurels."

via KO'ed by Count Chocula? Why Wheaties cereal is struggling – USATODAY.com.