Does anyone eat cereal anymore? And what can Kellogg do about it? That's the topic of this week's Behind the Idea, as we take Prescience Point's short idea - https://www.presciencepoint.com/wp-content/uploads/2018/04/Prescience-Point_Kellogg-Company__K_.pdf - and see what really matters for Kellogg going forward.

Topics covered:
2:00 – Setting the table for the consumer packaged good industry and the general Prescience Point thesis 
4:50 – Assessing the decline of cereal, and Mike puts on his Peter L
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