The Nutri-Grain name would vanish from wrappers in favor of the more direct Kellogg (nyse: K - news - people )'s Gooey Cookie.

FORBES: Fructose Nation

By adding Kellogg brands to Keebler's cookie trucks, Kellogg was able to improve its in-store merchandising and launch new products like Special K bars economically, with less advertising.

FORBES: Magazine Article