CowWow Cereal Milk

"There is nothing new under the sun" and that is often true in the cereal world too. It certainly is the case with cereal milk, an idea that goes back at least 7 or more years, but has never really taken off. The idea is simple: For people on the go and who want the taste of cereal without the crunch why not just provide the milk, like it is at the bottom of the bowl. Past attempts include Liquid Cereal and even a General Mills attempt, but neither succeeded.

Maybe the timing wasn't right. At least that appears to be the thought of CowWow, a company that offers organic milk in two "bottom of the bowl" cereal flavors: Fruity Trudy and Chocolate Chip Cathy.

It is questionable as to whether this will take off without a closer link to some major cereal brands, but the company does have one marketing accomplishment, the endorsement of Jimmy Kimmel.

We'll keep watching to see if this one Mooves.

The Cap'n goes late night

Just when you thought the drama over Jay Leno and NBC's Tonight Show was dying down, Quaker is entering the fray to go head to head with Leno, Letterman and Kimmel. Kind of.

Within the last month "The Cap'n Crunch Show" YouTube channel appeared, announcing a new episode "every other Tuesday at 11:35PM ET", exactly the time that the leading late night talk shows make their daily debut. The first episode appeared May 7th and was one minute and 29 seconds of senseless, animated drivel. I doubt that NBC, CBS or ABC have much to worry about. But, it does represent a fresh marketing idea from Quaker, who just two years ago were struggling to find a social media presence for the Cap'n despite the efforts of fans. Today the Cap'n Crunch is one of the leading brands engaging customers on Facebook and Twitter.

See for yourself what the "show" is all about:

It's in the Bag

This is not really new, but something I've been wanting to post for several months now.

A trip down the grocery aisle in recent years reveals the growing trend toward low-cost cereals, often packaged in bags. For cereal purists the mass marketing of cereal in plastic bags seems to take away much of what has made cereal a staple of the breakfast table. The box accompanying your bowl is part of what has made cereal such an integral part of our culture.

Nevertheless, consumers are increasingly realistic. Breakfast cereal is not cheap, and when the economy goes south, people are looking for the best deal. MOM brands, the largest alternative manufacturer of cereal has increased its market because it has taken advantage of this trend, primarily through its Malt-O-Meal brand of bagged cereals that copy big name brands. But, MOM has diversified with other brands as well.

One of the new, creative MOM brands is Spooners, a premium edition of its Malt-O-Meal Mini Spooners, a Mini-Wheats knock-off. Multigrain Spooners come in five flavors, but the real story here is the bag. This is not the flimsy cellophane bag of Malt-O-Meal stacked in bins in the cereal aise. These bags are a thicker plastic that is self-standing. Very attractive. Practical. Potentially revolutionary.

The stand-up bag is not new. We spotted it six years ago used by the UK cereal maker, Jordans. At the time I wondered how long it would take for others to tap into this innovation. MOM appears to be a company willing to "step outside the box" and that is probably why they are experiencing the success they are.

Cereal lovers, get social

Social media is changing our world, and cereal is not immune from this trend. While this has been happening for a few years now, it is fair to say that apart from a number of Facebook page and Twitter accounts cereal companies have yet to really capitalize on this technology.

General Mills, however, has recently made an attempt to get ahead of the pack. They recently, quietly introduced Hello, Cereal Lovers, a Tumblr blog "to celebrate all of the reasons people love cereal." But, this is no blatant General Mills marketing ploy. It's much more subtle. In fact, you have to dig deep to find out that the company is behind it, even though it is quite obvious since the only cereal brands featured are from the big G.

Hello, Cereal Lovers is big on photos, and has the layout and content similar to what you would see on Pinterest. It's designed to make cereal not only fun, but also the content sharable on Tumblr or a range of other social media sites.

Despite what one may think of this venture, General Mills should be complimented on their effort and recognition that social media cannot be ignored, even when it comes to cereal.

Review: Post Honey Bunches of Oats - Greek Honey Crunch

I'm still working to review some of the many new cereals introduced earlier this year. While my intent is not to review every new cereal that comes out, some are noteworthy and deserve the attention. Such is the case with the new Greek yogurt flavored Honey Bunches of Oats. Honey Bunches of Oats has become Post's leading cereal franchise, now with 12 flavors. What makes this one stand out above the others is the way that the company is taking advantage of a current food fad, Greek yogurt, and capitalizing on it. The marketing for the cereal has been fairly heavy.

This is not the first cereal made with yogurt, but the first major brand utilizing the high-protein, low-sugar dairy Greek type. Additionally, this variety is comprised of two granolas made with real Greek yogurt, whole grain flakes and honey. So, how does it stack up as a breakfast cereal?

Let's start with taste. I believe that a big reason for Post's success with the Honey Bunches of Oats brand is the creative combination of ingredients that are big on flavor. This latest variety is no exception. Apart from the more standard ingredients like granola and flakes, the yogurt clusters do add a bright flavor to the mix when you bite into them. Along with the slight sweetness, it makes for a tasty breakfast. So far, in my opinion, it's the best tasting new cereal of the year.

Medley cereals can be a challenge when it comes to texture. While variety in the mouth can bring about a kaleidoscope of sensations, once exposed to milk things can go awry quickly, as is the case with Cheerios new medley. Greek Honey Crunch balances it all quite well. The cereal is easy to eat out of the box, and even after soaking for 5-10 minutes it is still worth eating, although the flakes start moving toward the end of their life.

Marketing has contributed to this being perceived as a unique, healthy cereal. Even the stylized lettering (which is barely Greek) on the box contributes to the experience that consumers will have as they chow down. Combined with the solid taste and texture, the overall experience is very positive.

Post is definitely emphasizing the nutritious values of Honey Bunches of Oats in general, and this Greek yogurt version in particular. The claims here are on 5g of protein and 33g of whole grains per serving. Not bad, but all is not perfect. First, I am surprised considering the high protein qualities of Greek yogurt that the numbers are not higher. Also, fat (3.5g) and sugar (22% of weight) contents are little higher than what I would desire in a highly nutritious cereal. Nevertheless, you really can't go too wrong offering this to your family.

As you can tell from the individual categories and ratings this is a well-crafted cereal and one that deserves the attention it is getting. My only question is whether it will be able to sustain popularity once people move onto the next health food fad. Nevertheless, it will contribute to the overall popularity and strength of Honey Bunches of Oats. That has to be good news for Post, which seems to be getting it together in recent years.

(Review protocol HERE)

Cereal alternatives: Breakfast Drinks?

The focus of this blog is cereal, but there is no doubt that cereal has inspired several new food trends over the years as our society has changed. Most notable in recent years have been cereal bars, the ultimate in convenience. While food bars of all types have become mainstream, traditional breakfast cereal has not been usurped, but it does indicate that cereal manufacturers have new competition, even if many have themselves entered intro the fray.

Now for the latest quest for the cereal alternative: breakfast drinks. And, this is coming from two of the biggest names in cereal, Kellogg and General Mills.

Liquid breakfasts are not new. Almost 50 years ago Carnation introduced its Instant Breakfast (now known as Carnation Breakfast Essentials), and within the last decade a few companies, including General Mills and Kellogg, were experimenting with cereal beverages. And, of course, there are all kinds of meal replacement drinks already available, most of them targeted at dieters.

But with the two big boys going after this again, maybe Carnation's original vision might itself become truly mainstream. With some people too busy even to get out their bowl and milk, with fresh marketing this could catch on to a greater degree.

Kellogg's entry into the market is with Breakfast to Go shakes. General Mills has announced BFast shakes. These are milk-based drinks, but with higher levels of protein, fiber, and other nutrients.

It's probably too early to tell how successful this latest attempt at breakfast drinks will be. Nonetheless, it will be an interesting development to watch, and taste.

(Sources: Huffington Post, and brandchannel)

Review: Post Grape-Nuts Fit

At first glance doing a review of a Grape-Nuts cereal sounds boring. How else could you describe a cereal that's not only been around for over 100 years, but in its original form comes close to ground gravel. Besides, it has the image of being the choice of health nuts (no pun intended). How much fun does all that sound?

What got my attention, however, was the newest version of Grape-Nuts, the first in decades: new Fit. Post has been up-dating their cereal lines since going independent, and has done some creative work. Even the stalwart Grape-Nuts has had a packaging facelift, and now a new variety to add to the brand. New Fit "fits" into the health orientation of the brand, and is promoted as "power-packed nutrition for your everyday adventure" and targeted to an active, younger customer. Fit comes in a unique cranberry vanilla flavor, and I'm sure that if it goes over well other varieties might be introduced as well.

One of the notorious facts about Grape-Nuts is that it contains neither grapes or nuts. The original formula was mainly made from wheat and barley. New Fit contains these same staple ingredients, but is expanded with such things as dried cranberries, oats and natural vanilla flavor. Overall, the range of flavors in these constituents makes for an interesting taste sensation, all without being sweet. It's not a taste knock-out, but it provides a pleasant palate experience that goes beyond the ordinary common in most cereals.

Fit is a medley, and one advantage of such mixes is that they can provide a variety of texture experiences. Fit contains crunchy nuggets of wheat, oat granola, puffed barley and dried cranberries. It holds together even in milk, although puffs tend to become slightly gummy. Also, I noticed that at the bottom of the bag the cereal broke down into crumbs much more than normal, so the last few bowls might end up somewhat disappointing.

Admittedly, eating healthy cereals doesn't have the same excitement as a highly-sweetened kids' cereal. Nevertheless, for their target audience Fit makes for an emotionally satisfying breakfast. There is no guilt, and you feel that this could actually boost your ability to stay active. You can't go wrong with that.

Fit lives up to its reputation as a healthy cereal. It has 6 grams of protein, 5 grams of fiber, a reasonable amount of sugar (only 16% of total weight), and a range of vitamins and minerals, including 50% of the Daily Value for folic acid. It also boasts 90% of the DV for iron, but this might be a little high, especially for men who are encouraged not to consume excess iron as they get older. Nevertheless, this is overall a nutritionally solid cereal.

As I commented in an earlier blog post, the target of new Grape-Nuts Fit is somewhat similar to Wheaties Fuel. Although less macho, it is directed at active people who want to look and feel great. In many ways, I prefer Fit over Wheaties Fuel. The latter is too sweet and doesn't have near the protein, so Fit might be a more sincere option for those who really want a breakfast of champions that they can also enjoy. 

(Review protocol HERE)

Review: General Mills' Honey Nut Cheerios Medley Crunch

General Mills' Cheerios is one of the most popular cereal brands on the market today, and the company knows it. From the original oat O's they extended the brand to now include 13 varieties, the latest being Honey Nut Cheerios Medley Crunch. What makes this particular formula unique is that of all the current offerings it is the only one to include more than O's. Medley Crunch is a blend of the popular Honey Nut Cheerios, whole grain flakes, and clusters made with almond slices. So, how well does this new Cheerios stack up with the the others?


Most of the variance among Cheerios has been around taste, and they have an impressive array of varieties from which to choose, including chocolate, Dulce de Leche, peanut butter, and cinnamon burst. Medley Crunch seems to have been developed for more than just taste since at this level they are sticking with the tried and true Honey Nut Cheerios base, which have a sweet edge to them. I have never been overly excited about the taste of Honey Nut Cheerios, and adding the flakes and clusters doesn't really improve on it. The cereal is pleasant to the palate, but for me not a standout.

Texture is one area in which I am sure General Mills was trying to accomplish something special. And the idea of adding extra components certainly gives this cereal extra crunch, and gets beyond the limp texture of conventional Cheerios in milk. That said, this cereal is best right out of the box, and in this way makes for strong snack food. But, let it soak in milk and all the fun begins to disappear. The actual O's are still there and eventually degrade into their usual mush. Certainly the flakes and clusters stand up better, but in the end you have nothing more than three distinct cereals floating around your bowl.

 

Medley Crunch was not designed to stand out in any unique way, but provides consumers an alternative within the comfort of a very well-known and trusted cereal brand. And, that's about it. There just isn't much to get excited about here, unless you like the idea of having a cereal mix and don't want to be troubled creating your own.

I have never understood the nutrition hype behind Honey Nut Cheerios, and this Medley doesn't change my opinions. General Mills knows that the oat base behind Cheerios is nutritious and that there is some research which supports the role of the soluble fiber in oats in reducing cholesterol. For that reason they have utilized Honey Nut Cheerios as the vehicle to convey that message. Even the box of the new Medley Crunch has the heart shape with the words "Can Help Lower Cholesterol". So, this must be a health cereal. Right? Not so quick. First of all, the amount of soluble fiber is not that significant (the Nutrition Facts say "less than 1g" per serving). And, the high sugar content of this cereal (almost 30% of total weight) is far too high for this to be considered truly nutritious. Sure, there are no artificial flavors or colors, and it contains the typical fortified vitamins and minerals, but nutrition-wise this cereal is not as significant as the marketing would like you to believe.

As you can see from my comments and ratings above this is a fairly average cereal from my perspective. It's by no means a bad choice, but neither is this going to be a knock-out. I suspect in a year or two it will be replaced with yet another innovative Cheerios variety. As it stands now, this is a cereal lacking a clear identity, one of the hazards when you create a mix. Nevertheless, if you like your Cheerios, and want a slightly different texture for a change it's worth trying.

The British retreat

There has been considerable buzz in recent weeks over the 50th anniversary this month of the "British Invasion", the craze of rock and pop music from the United Kingdom that found its way to the U.S. When it comes to breakfast cereal, the Americans can take credit for the invasion going the other direction. Britons enjoy a hearty breakfast, and cereal is almost as popular there as it is in the U.S.

For the most part companies usually tailor their products for different countries and regions, taking into account cultural and taste preferences. While the U.K. has many of the same cereal brands and varieties, they are not always the same. For example, a recent report in the Daily Mail showed that major cereal brands in Britain contain 30% more sugar than their U.S. counterparts. This has raised particular concern because English children are among the fattest in Europe. It appears that while U.S. formulas changed over the years because of public pressure, the recipes in Britain have remained largely unchanged. But, this is not likely to continue. For instance, market analysts estimate that sales of Kellogg's Frosties (i.e. Frosted Flakes in the U.S.) have dropped over 18% in the last year largely because of negative publicity in the U.K. concerning sugar in cereal. There has even been a proposal to ban sugared cereals altogether.

The point in all of this is that times are changing. The days of hyper-sweetened cereals are coming to an eventual end as consumers vote with their wallets. This trend has already been well underway in the U.S., and is now taking place in other major markets like the U.K. This British retreat from the cereals of the past is one further indicator that the place of cereal in our lives is changing. At one time cereal was marketed, especially to children, as a fun experience. In an age of health and environmental concerns, and belt-tightening we are losing much of that. The focus today is on health and value, and we are losing much of the emotional element behind our daily breakfast bowl.

Only time will tell what impact this will have on our love affair with cereal.

Review: Kellogg's Frosted Mini Wheats Crunch

Already this year a number of new cereals have been introduced, but the one that caught my attention most is new Mini Wheats Crunch from Kellogg's. The reason is simple: It appeared to be a knock-off of Quaker's Oatmeal Squares, which I must confess is my favorite all-around cereal. So, a cereal that tries to match my personal fave must be examined, if only to determine which is the best of the best. I do not want to spend too much time comparing new Crunch with Quaker's successful brand, but the comparisons are too obvious to ignore. The Kellogg's cereal has the same shape, highlights a brown sugar flavor, and even comes in a blue box. The recipe itself is somewhat similar, except that whole wheat is the number one ingredient with oats a close second, whereas with Oatmeal Squares the order is obviously reversed. The question for us is: Is this innovation or just a mere copy-cat effort?

It is worth noting that new Crunch is part of the Frosted Mini Wheats family, yet another attempt by a cereal manufacturer to build their portfolio around particular, successful brands (such as Special K, Cheerios, Honey Bunches of Oats, etc.). But in this case the connection is somewhat misleading. Crunch, despite whole wheat as the number ingredient and it having a light frosting, does not look or taste like the other Mini Wheats varieties. This does not make it bad, just out of place.


As far as taste is concerned, my initial impression was positive, but I detected a hint of maple flavor coming through. This caught me a little off-guard as I wasn't expecting it since it is labelled as a "brown sugar" flavor. Upon closer examination of the box I discovered that the reason might be the fact that the cereal does contain both natural and artificial flavors. The latter probably explains the odd taste, and is somewhat disappointing for me. Other than that the cereal holds it own on taste, but would probably be much better with a more authentic, natural flavor.

For me and my love of Quaker Oatmeal Squares, texture was going to be a big test. If there is one area in which the Quaker brand has its own oddity it is texture. Out of the box and immediately in the bowl with milk Oatmeal Squares are too hard and crunchy - it is only after sitting for 20 or more minutes that they are to die for. Kellogg's may have found one way to beat the competition, as Crunch is a much lighter woven square, and easier to chew out of the box and shortly after you smother it with milk. Yet, even after 5 and 10 minutes it still retains sufficient crunch, living up to its name.

Eating Crunch left me a little frustrated. In many ways this is like eating any generic or store-brand knock-off cereal. It might be a decent breakfast cereal, but you're always thinking about the original that you could be eating. Apart from the Crunch lettering which is energetic and wants to jump off the box, the whole experience is diminished by Kellogg's lack of creativity. There are enough subtle differences with this cereal that they could have given it its own identity. Why did they feel the need to copy so much?

While not heavily promoted as a health cereal, Crunch is also not intended to be a high-sugared, novelty cereal. The Mini Wheats brand, while not shying away from the frostings, tries to convey a wholesome image based around whole wheat. Crunch is generally nutritious with a full 6g of protein, 5g of fiber, and the standard fortified vitamins and minerals. The one area that leaves it a little suspect is sugar content. In my view, a healthful cereal should contain no more than 20% of its weight in sugars. Crunch is around 27%. And, forgive me for yet another comparison, overall the brown sugar variety of Quaker Oatmeal Squares edges out Kellogg's Crunch here.

Comparisons aside, Kellogg's Crunch is a relatively wholesome cereal that most everyone will enjoy as an alternative to many of the cereals common in the market today. I question whether it will have longevity as a product SKU, but if you enjoy a crunchy cereal with a touch of frosting sweetness this is worth adding to your grocery cart next time you go shopping.

(Review protocol HERE)