Kashi Cereals began with a single cereal product and is now offering 8 different cereals with a range of additions, including raisins and flax seeds. This is an example of a _________.
A. Brand stretching
B. Brand extension
C. Product extension
D. Line extension
E. None of the above
Answer: D - Kashi Cereals began with a single cereal product and is now offering 8 different cereals with a range of additions, including raisins and flax seeds. This is an example of a line extension. When an individual product grows from a single offering to many offerings, this is called a line extension. The goal behind a line extension is to capitalize on the popularity of a product by providing greater variety to consumers. This is done by making minor feature or attribute changes, such as the addition of a new ingredient. In this example, Kashi expanded its cereal line by introducing new features.