Wednesday, January 10, 2018

The new world of cereal mashups

One of the big stories right now in the cereal world, first reported back in November, is General Mills' introduction of Frosted Flakes Lucky Charms in the past few weeks. This new product has captured the imagination of many cereal lovers, bringing together two of the most loved tastes.

On the surface, this appears to be a major win for General Mills, hitting their rival Kellogg right in the jugular, going after big K's GRRREAT brand. Fortunately, for imitators, Frosted Flakes is not a registered trademark, but General Mills did not stop with just the name - they also tried to copy the feel of Tony's cereal by going with a blue-themed box and an all caps, white typeface.

But, despite the marketing coup, is this cereal really that special? It's just Frosted Flakes with marshmallows, or Lucky Charms with flakes, depending on how you look at it. Apart from the intrigue of this combination, it is unlikely that it will persist. Even most of the reviews I've seen have been far from enthusiastic for the taste.

What is really significant here is the way that this mashup represents a new level in the battle among cereal companies and for the wallets of consumers. This is no ordinary new variation, but the leverage of two hot brands to create a new super product. This may be a way for cereal companies to generate new interest in cereal, tapping into existing emotions and creating creative recipes based on familiar tastes. Many people mix their own cereals anyway - now it could be done for them!

What mashups would you like to see?