There are a number of theories as to why cereal sales are down. (fooddrink-magazine.com)
Earlier this week, its shares took a beating when it reported a 3.5 % decline in quarterly sales and profits were well below what Wall Street analysts had been expecting and continuing a long decline in cereal sales. (fortune.com)
(Sales are up 40 % in the past four years, whereas cereal sales are down by as much as 3 %.) (canadianbusiness.com)