Shredded Wheat: How a fresh approach rejuvenated a mature brand

Campaign of 1980 had arrested earlier decline, but in 1982 the introduction of the F-Plan diet and the 'bran boom' created a need for a re-structuring of the market in general. Shredded Wheat did not appear to be benefiting from the new interest in healthy eating. 1985 decision to re-launch as a healthy cereal. First burst of advertising with promotion lifted penetration. Growth in volume and penetration continued after another commercial in 1986.