|M.Sc Student||Roth Yefim|
|Subject||What's behind Cereal Brands?|
|Department||Department of Industrial Engineering and Management||Supervisor||Professor Emeritus Eitan Gerstner|
|Full Thesis text|
Ready-to-eat cereal manufacturers advertise and position their brand offerings as healthy basic foods for adults and their children. Should cereal brands be trusted to deliver their promise? Do expensive organic and national brands offer superior nutritional value compared to more affordable store and basic brands? Are children and vulnerable consumers under high health risk adversely affected by the marketing strategies of the manufacturers? This study shows that national and organic brands do not provide better nutritional value compared to less expensive basic and store brands. Thus, price and brand type are not good indicators of better nutritional quality. The research also shows that offerings aimed to children typically contain excessive amounts of sugar. The findings raise concerns regarding consumers with high health risk who have to pay a hefty price premium for brands with no fat or saturated fat. In addition, it is impossible to find offerings that do not contain sugar. These findings imply that consumers who must exclude these ingredients from their diet are exploited.