Store brands take on Tony, cheerios, and mini-wheats.(dollars & sense)(Product/service evaluation)

Publication: Consumer Reports

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COPYRIGHT 2006 Consumers Union of the United States, Inc.

We pitted three top-selling cereals--Kellogg's Frosted Flakes, General Mills Cheerios, and Kellogg's Frosted Mini-Wheats--against the smaller brand Malt-O-Meal and private-label knockoffs, some of which cost less than half as much.

Sales of private-label cereal account for 10 percent of the cereal market, up 3.8 percent from 2004 to 2005, according to market-research company Mintel. The price gap between private labels and big brands can be significant:...

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