It’s the year 2000 and, for the first time in almost a century, Kellogg’s is no longer America's top cereal maker. Now a new CEO is in the driving seat, and he’s on a mission to win back the cereal crown from General Mills.But even as the two rivals slug it out for number one, they’re both facing a new reality: a market that’s losing its appetite for cereals as people abandon their breakfast bowls for grab-and-go morning meals of granola bars, bagels and Egg McMuffins.Privacy Policy and California Privacy Notice.