The Trix behind classic cereals

Big news in the cereal world today, as General Mills announced that they would be bringing back Trix with all the artificial flavors and colors you used to love, although no word yet on any change to the sugar content. It was just two years ago that General Mills announced the move to remove these artificial ingredients, as part of a longer trend of making their cereals more healthful. "Classic" Trix is not a limited time promotion, but will sit permanently next to the more tame, "natural" Trix on grocers shelves.

Obviously, the move to a greater health focus has a downside. In the effort to satisfy critics of highly sugared cereals targeted to kids, interest in these beloved breakfast brands has decreased. The newer Trix recipe is much more bland and less interesting, or "boring" as I called it in my review. Despite all the altruism, it was apparent to General Mills that people really want the bright and flavorful version embedded in most people's memories. In a time when cereal sales are sagging (evidenced by other news today that General Mills' profits have declined due to weaker cereal revenues), it was time to go back to what worked in the past.

The initial reaction by consumers has been extremely positive, although some hoped that the one-time popular fruit shapes would return as well, something that General Mills said may still happen. For cereal enthusiasts, this move today is very significant, and provides hope that the good old days of cereal fun may return. We have seen many examples before by General Mills and others of using vintage packaging to tap into nostalgia, and in some cases, successful cereals of the past have been reintroduced, such as Post's recent relaunch of Oreo O's. But, to go back to a previous, less healthy recipe, is largely unheard of. I have long held that reintroducing classic cereals could be a boon for cereal manufacturers, even if these were limited editions. Maybe today's move will inspire other reintroductions.

There is a problem, however. What if these classic recipes take off (as they certainly will), overshadowing their healthier shelf-mates? General Mills and others will have no business choice, but to keep the older formulas, and drop the less interesting newer varieties. In other words, this is the New Coke versus Classic Coke dilemma of the 1980's, but with cereal. The problem is that this puts General Mills back into the crosshairs of those who believe that highly-sugared cereal with artificial ingredients should not be sold, or at least not targeted to children.

No matter how the future unfolds, today's reintroduction of Classic Trix is a significant move in the ongoing cereal saga.