Doug Vandevelde on sales strategy
From WK Kellogg CEO on spin-off from Kellanova and growth prospects · · CNBC Television
“Our sales force will have the same coverage. They're only selling cereal. In the moment of truth, our cereal salespeople, they'll understand that category as well if not better than everybody to help convert shoppers into buyers.”
On , Doug Vandevelde, Chief Growth Officer at WK KELLOGG CO, spoke about sales strategy during WK Kellogg CEO on spin-off from Kellanova and growth prospects on CNBC Television.
About Doug Vandevelde
In a September 2024 interview, WK Kellogg CEO Gary Pilnick discussed the company's strategy following its spin-off from Kellanova, emphasizing a singular focus on cereal. Pilnick stated that the independence allows the company to make decisions solely in service of the cereal category, including a planned $450 to $500 million investment to modernize its supply chain, which he said is intended to drive expanded margins and support top-line growth. He noted that the company's sales force will exclusively sell cereal, which he argued will help them better understand the category and convert shoppers into buyers. Pilnick addressed perceptions of the cereal category, describing it as "terrific" and "very competitive" with strong branded competitors. He said the company's portfolio covers taste, balance, and health and wellness needs, and that the category is "as big as we ever remember." Responding to concerns about sugar content, Pilnick stated that WK Kellogg has been reducing sugar in its cereals by double-digit percentages and claimed that cereal eaters get no more sugar in their diets than non-cereal eaters. He also said there are "misperceptions" about the category, asserting that cereal is a healthy, nutritious option for consumers.