Dive Brief:
- The Kellogg Co. is returning its Kashi brand to La Jolla, the San Diego neighborhood where the natural and organic brand was born,
- The decision reverses the March 2013 move that saw Kashi sever its California ties and move to Kellogg headquarters in Battle Creek.
- Kellogg is looking to revamp the brand and return it to its previous role as a perceived leader in nutrition.
Dive Insight:
At issue here, at least in part, is that Kashi lost key people when Kellogg moved the company to Battle Creek. That should have been expected. La Jolla is a hot bed of scientific research and bio-engineering. It's the perfect place if your goal is to recruit the best and the brightest.
And now that Kashi is returning to California, former CEO David Denholm is returning to the company. It says quite a bit about Kellogg that it has decided that the man who ran the place during the good times might be the guy to bring it back from the brink.