There have been concerns around the sugar content of cereal and the food industry's involvement in pro-breakfast research—and even one claim from an academic that breakfast is "dangerous".
Cutbacks were also ordered in Europe, but progress wielding the axe in America was slow because of divisions among executives about where cuts should be made.
Over the past few months, it has been working hard, with the help of media consultants, to play down its cosy reputation in favour of something more academic and serious.
Our research team has been looking at cultural differences in self-enhancing motivations, helping people have positive feelings towards not only themselves but things connected to themselves.
Giza covers by far the largest area of the four, stretching some 20km (12.4mi) west on either side of the long, straight road that ends at the foot of the Pyramids.