Also in this playlist...
This transcript is automatically generated
Nabisco brand as one of the top -- is -- nation's number one -- -- But why -- people -- If sending out its army -- -- to take on a discount at the cookie jar.
-- come from the scout troops there is no denying Americans love affair with this week -- We spent 3.5 million dollars on meat snacks in the last year and experts -- nothing flowing out down.
We -- good news for the nation's top selling cookie company.
Nabisco and Keebler the national biscuit company was formed in the 1898.
Churning out favorites rants and -- and animal crackers.
-- -- -- with the Orioles in nineteen well.
The best selling -- today -- -- more than 490.
Billion and counting.
-- success could be -- in 2000 Philip Morris purchase the company for more than nineteen point two billion dollars.
Merging it with Kraft writing -- healthy.
Agree this does snack wells in the success of this 100 calorie packed -- -- -- the company on top with a cookie -- with more than 42% of the market.
While rival Steelers here has left.
Now at just 16%.
Starting at the local bakery in 1853.
People who -- -- national recognition that -- Keebler and his speaking out in 1959.
-- -- the number team put the company in 2001.
For Clinton to -- billion dollars or how about some.
More excited but it might take more than magic elves and -- treat catch up with the giant cookie that is Nabisco.
All right Jenny for a closer look at the keyword is in New York if he's -- and branding expert and chief marketing officer of land our associates.
In Washington is -- is and he's the chief economist at -- world.
-- Grand Rapids business reporter Stephanie Rutherford of the Battle Creek enquirer welcome everyone when -- This or that good -- -- -- Monday morning to discuss -- like cookies and we're gonna eat a lot of them Hayes let me get started with you.
What I mean these two companies the dominant rivals in the cookie space -- to get to this.
-- last man standing may -- there's been a great deal of consolidation over the years but these are two strong brands from the get go and Nabisco always.
Focused on its corporate brand you see the little triangle we all know the symbol and they've been able to put that across all of the different products.
But they focus also on the individual products that they made -- -- built the corporate brand around the Keebler -- so they -- sort of a corporate story.
-- -- a friendly manner Nabisco just focused on individual brands each one did and modernized.
You know Stephanie -- Hayes makes a great point which is I think when you think its Keebler in general -- think of the elves and so.
It was a brilliant marketing move but somewhere along the way did they focus too much on marketing a little less on.
What I'm getting email my kids are gonna eat.
You know I think that they're branding was an excellent move I don't know if they focused too much on it I don't think.
They have as many products that Nabisco has as far as the health friendly.
But it's -- it's cookies I mean.
You know what you're getting when you get a cookie it's it's a treat and I think the -- was an amazing move because it's an image that's really comforting in and -- -- it for adults.
But it's also really attractive to children.
You know we -- they and both companies right now whether the Nabisco or Keebler.
Both facing some challenges some headway in -- little bit about that.
Well one of the primary challenges that they're facing now is the overall hike in enough food prices particularly we can.
Oil seeds all being ingredients for cookies and -- about a third of their cost of production are involved in these raw material so that's been one of -- our concerns for companies but they're big enough to weather the storm given the fact that they're just so large.
You know -- we talked in moments ago about the elves and what has done -- chronically to Keebler brand -- what has Nabisco Donner on the other side because.
And -- Orleans -- a boy mean their iconic.
They didn't focus that individual parts we can think of fifth hole I snack wells the famous -- -- Alomar for exam which is an interesting program itself.
In fig Newton would you know their brands the Keebler brands.
They have some that you know but mostly you know the Keebler -- so the difference has been these two different approaches to marketing and -- this -- done this.
In this huge marketing dollars behind each of their individual brands and they.
Filter by section