Teaching '7 whole grains' to play in the freezer section
SRG helped Kellogg's identify big opportunities in the natural space. With the acquisition of Kashi, they had a bridge to other natural categories. We learned these consumers were starving for better options and validated the surprising leap from cereal to frozen entrées. As we always do, we went straight to the food, formulating commercially viable prototypes, ultimately getting consumers and client warmed up to the idea. SRG concepts tested off the charts. The line was launched and in one year became a $100MM business. Today it's more than 7x that size.