Searching for unicorns

Unicorns have always been an object of fantasy. The mythical creatures are highly desired, but so far impossible to find.

Cereal companies, desperate to return to the good old days of cereal dominance, are in a similar quest for a seemingly equally elusive prize. As we have seen over and over, they keep trying by launching new products. In recent months this has evident in new cereals coming from General Mills and Kellogg. And, just this week Post got attention with the announcement of two new cookie-branded cereals: Chips Ahoy and Nutter Butter.

And, now, fitting to the unicorn metaphor, Kellogg has announced that in the U.S. this spring they will be introducing a limited edition Unicorn cereal, a revised take on a Froot Loop variant they recently released in the U.K. The new cereal is billed as being cupcake flavored, and should definitely attract the attention of children and others fascinated with unicorns.

There's an additional element to this story. While the new Unicorn cereal will not be in stores until March, their announcement ties in with the launch of another big Kellogg happening this week, the opening of their larger, permanent Kellogg's NYC cereal restaurant (a development we reported on this summer)  If you are in New York you can try the new cereal there now.

As we come close to the start of a New Year, it is typical for new cereals to be introduced. Will one of them be the true unicorn that will fulfill the fantasy of cereal executives and fanatics all at the same time? We keep hoping.