Wednesday, January 03, 2007

The failure of mixed messages

I hate to say "I told you so", but a recent move by General Mills makes it awfully tempting!

Reports this week (see AdAge.com) reveal that General Mills is giving up on reduced-sugar children's cereals. Specifically, the "healthier" versions of Trix and Cocoa Puffs will be discontinued due to low sales. Obviously parents are not buying the lower-sugar alternatives.

I have long asserted that "fun" cereals cannot be repositioned as healthier without serious consequences for the brand. People who want Trix or Cocoa Puffs will buy them as they are despite their nutritional inadequacies. If one wants low sugar, high fibre, etc. then the place to go is to one of the many health-oriented cereals on the grocers shelves. Everyone knows that despite the claims Trix, Cocoa Puffs, Froot Loops, Fruity Pebbles, etc. will never be the best nutritional choices, regardless of how they are modified or marketed.

Also, read comments at: The Motley Fool

1 comment:

Chris said...

I disagree. The reason these bombed according to myself and observations IN the cereal isle..the healthier version had no toys, prizes or enticment! They put prizes in the regular pumped up version..and NADDA in the healthier version. Maybe they thought us healthy minded parents only allow their kids to play with carrot sticks??