London - The most important meal of the day is about to become the target of a price war after Kelloggs today opens a campaign to capture more of the £1-billiona-year breakfast cereal market. Kelloggs has announced price cuts of up to 12 per cent on its six leading cereal brands, Rice Krispies, Frosties, Ricicles, Honey Rice Krispies, Choco Krispies and Optima Fruit and Fibre.
The cuts are being seen as a bold attempt by the cereal manufacturer to win the hearts and stomachs of the nation in this fiercely competitive market.