"Super-/Functional-/Trend Food" is a huge market to play in and Kellogg's needs more and better marketshare.

If you look at the IR-Site, you can see that Kellogg's is already in the process to renovate the Company and also many of their Products... and that "Trend Food" is an important theme for the Company.

http://investor.kelloggs.com/investor-presentations#past-pre...