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" ... Instead of making our lives increasingly difficult by forcing us to make less than satisfactory decisions, Kellogg’s, Post Holdings and General Mills must focus on making cereal choice easier and more gratifying. Kellogg’s, Post Holdings and General Mills should focus on what is breakfast today, what are our needs at breakfast and how their respective brands can better address these needs in relevant, differentiated, trustworthy ways. Kellogg’s, Post Holdings and General Mills cannot save their brands by providing more choice in an already overcrowded category. This is misdirected, mistaken mismarketing. ... "