The four largest companies sell 80% of breakfast cereals. We all know their flagship brands like Kellogg’s Frosted Flakes, General Mills’ Cheerios, PepsiCo’s Quaker Oats and Post Foods’ Shredded Wheat. But most consumers don’t know that many natural and even organic brands are now owned by the big four. Kashi and Bear Naked are both Kellogg’s brands, but the brands’ websites make them seem independent.

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