1.   And cereal makers are feeling the shock.

2.   And other cereal makers are expected to follow suit.

3.   Both companies are major cereal makers.

4.   By contrast, the cereal makers appear to be taking it more seriously.

5.   Cereal makers started to slash prices by about a fifth a year ago in an effort to boost demand.

6.   Cereal makers, according to U.S News, are trying to hold on to customers by issuing a blizzard of coupons and steadily increasing their face value.

7.   Cereal makers started to slash prices a year ago and have shied away from trying to attract customers with large coupons or other promotions.

8.   Cereal price cuts are also sweeping Europe, as joint ventures between U.S. and European cereal makers have spurred competition.

9.   Companies that relied on price increases for most of their growth -- cereal makers and drug companies come to mind -- would clearly be vulnerable.

10.   Ghez said Kellogg appears to be losing market share to private cereal makers.