Are cereal companies waving the white flag?

We all know that breakfast cereal is gradually losing its appeal among consumers. Sure, a large proportion of the population still enjoy a bowl most mornings, but increasingly, consumers are turning to other options. This is not new, and the big cereal companies, mainly General Mills and Kellogg, have long felt the trend first-hand, prompting them to diversify their brand portfolios to include a wide range of other food products, ranging from yogurt to cookies to meat alternatives.

Last week, during Kellogg's quarterly earnings call, we not only saw further evidence of this diversification, but a blatant admission that the future might not be centered around cereal. According to Food Industry News, CEO Stephen A. Cahillane said, "you shouldn’t look at U.S. Morning Foods and say this is going to be the growth engine for the Kellogg Co." Despite all their efforts, net sales for breakfast foods fell another 5%. Cahillane did state that they have to do more. In fact, he owned up to the fact that "getting people excited about it is our job to do. And we can do better in brand building in the United States."

Again, these trends are no surprise, but stating outright that breakfast foods (i.e. mainly cereal) are not the growth engine for Kellogg is evidence that the company is already looking past cereal, to greater opportunities in other food sectors. Callihane confessed that they are moving "from primarily a cereal business to much more of an innovative snacking business." Certainly, this does not mean they are abandoning cereal at this time, as it still is their core, but it does suggest they may be resigned to allow it to shrink while focusing on areas which they believe have greater potential.

It appears that the white flags may be reluctantly coming up, and that in the process the big cereal companies will no longer drive true cereal innovation. 

Kellogg's sweet dilemma

One of the major problems facing the cereal industry today is the perception that many breakfast cereals contain far too much processed sugar. This has irritated health professionals, concerned parents, and nutrition conscious people in general who are increasingly turning to other morning food options. For years the big companies have been feeling the heat, and in response have modified their recipes to utilize less sugar, salt, and artificial ingredients; and, in turn, increase the use of fiber-rich whole grains.

Yet, despite the efforts of Kellogg, General Mills, and others to reduce sugar, the transition to more healthful cereals is not at all simple. Kellogg discovered this recently when they announced radical changes for cereals that are targeted to children in the United Kingdom. For example, they stated that Coco Pops will see a 40% reduction in sugar, and 20% less in Rice Krispies. Ricicles (called Frosted Rice Krispies in the U.S.) will be discontinued altogether. Frosties (Frosted Flakes in North America) will not be changed, however, will no longer be marketed to children.

On the surface, this all sounds good, but there is much more to the story here. First, it is important to note that Kellogg UK is really late to the game. We have known for quite some time that despite the reformulations that have taken place in the U.S., this was not happening to the same degree in Great Britain. Cereals there have generally contained 30% more sugar than their U.S. counterparts. So, across the pond they have been resisting this change, but obviously realize that they can no longer do so. These latest moves are nutritionally sound, but do demonstrate that companies like Kellogg are not as committed to nutrition as they would like you to believe. Ultimately, instead of doing the right thing, they wait as long as possible until there is enough pressure forcing them to do so.

The reason for this reluctance is the fact that even though many want them to change, there is a large group of consumers who do not want their beloved cereals to be tampered with. In Britain, for example, there has been an outcry from those who do not want Ricicles to leave the market. Companies understand this, as was seen in the recent move by General Mills to go back to their less healthy, artificially-enhanced Trix formula. Even Kellogg UK recognizes this, as it is unwilling to meddle with Frosties, one of their best-sellers. This means making compromises, even as some critics call them out for their hypocrisy, believing that claims to no longer target children are ineffective and hypocritical.

In other words, reducing sugar and otherwise making popular cereal brands healthier is not as easy as it appears. Cereal companies are feeling lots of pressure from all sides, and realize that finding the right balance is difficult in a challenging market.

Kellogg is ramping up new restaurant experience

As further confirmation of my recent suggestion that we are entering a new era of cereal restaurants, Kellogg just days later announced that they will be launching a "new immersive cereal experience" in New York city, this winter.

In the meantime, this past Sunday the company shut down Kellogg's NYC, their much touted concept restaurant in Times Square to prepare for the move to downtown. With the success they experienced, and from what they learned in the process, it was determined that their initial location was too small. Now they have grander plans in mind: "Significantly larger than our current location, the new spot will be able to contain an explosion of cereal inspiration and fun... [and] a more immersive experience and new kitchen to explore cereal in exciting, fresh ways throughout your day.

Kellogg is not saying much more at this time, but it is clear that they are thinking big and "outside the box." This could contribute further to expansion of cereal restaurants, not only by Kellogg, but other companies as well.

We'll be watching!

(Photo source: Kellogg's NYC)

Kellogg UK to sell cereal advent calendar

Cereal lovers in the United Kingdom are excited this week, with news that Kellogg will be selling an Advent Calendar, as a special edition of its Variety Pack collection. That's 24 single-serving boxes of cereal to help countdown the days of December leading up to Christmas!

Gimmick? Of course. But, it's the type of creative marketing that is simple to implement, with the potential for generating some positive cereal attention. To be sure, this is the not the first cereal advent calendar. MyMuesli in Germany has been making these for several years, and with much more finesse. But, Kellogg's attempt is noteworthy, as it comes from one of the big companies.

I have reached out to Kellogg U.S. to find out if we can expect this on our side of the pond, but so far no word if we can expect this gift for Christmas.

(Source: Good Housekeeping)

Burger King goes Froot Loopy

Cereal in restaurants is not new, but this latest twist does not involve individual serving boxes with a small carton of milk. According to several news outlets, such as Today.com, fast food giant, Burger King, is partnering with Kellogg to launch a Froot Loops shake this month. The limited time concoction will be available in the U.S. on April 17th.

Fast food restaurants offering unique cereal desserts is also not new. Two years ago Taco Bell utilized Cap'n Crunch on deep-fried donut holes.

I'm surprised we have not seen more of these combinations, as they are win-win scenarios for both the restaurants and cereal companies. For the beleaguered cereal makers, these types of arrangement are tremendous branding opportunities. This "out of the bowl" thinking reinforces the fun and versatility of cereal, something desperately needed to retain and increase consumer interest.

Kellogg and bad PR

Life has been very full the last couple of months, so writing here has been sparse. It's time to catch up, and look forward to expanded coverage coming in 2017! (Reminder: Keep up to date with cereal news and fun on our Facebook page @BreakfastBowl).

The cereal industry has taken some big hits in the past few years with declining sales amid frustrated efforts to turn things around. The big companies, like Kellogg, have been particularly impacted by these shifts, and cannot afford for anything else to further erode their businesses.

One can only imagine then the hand-wringing among executives in Battle Creek in the past month or so when not one, but two, stories stormed the media and threatened to take everyone's eyes off of Kellogg's cereal business, including the introduction of new products, such as new Cinnamon Frosted Flakes.

First, was an Associated Press report that Kellogg misled consumers by not making it clear that its "independent experts" who make up its Breakfast Council are, in fact, paid by the company. Then, only days later, Bloomberg reported that Kellogg pulled ads from the right-wing news site, Breitbart. This latter story could be seen as a positive for those with left political leanings, and a negative for Breitbart supporters (encouraged on by a boycott), but the point in all this is that ultimately Kellogg does not need any of this publicity.

At a time when the cereal industry is struggling, companies are going to have to be extra vigilant to ensure that their actions are carefully thought out, and consistently applied. There can be no room for bad PR to distract consumers. People today are watching closely, and want the brands they buy to be of the highest integrity and representative of their values. Getting media attention for the wrong reasons does nothing to help these perceptions.

Moving the cereal aisle to the produce section

Recently there were reports that Kellogg cereals were starting to show up alongside fruits and vegetables in Meijer's grocery stores. So far this seems limited to the Midwest grocer, but it could very well be a way for Kellogg to reposition cereals in a new way by associating them with fresh and healthful foods. Of course, adding fruit to your breakfast bowl has long been a way to enhance your cereal, but now the connection is being made more deliberately, perhaps even to the extent of suggesting that you can enhance your produce with cereal.

This is likely a marketing test for now, but it will be interesting to see if cereal companies continue trying these types of efforts to raise the profile of a food that is in need of rejuvenation.

(Source: Quartz)

Kellogg seeks innovation via startups

Without sounding like a broken record, the key to the resurgence of cereal is innovation. We have also seen that much of that innovation is coming from small companies, eager to try new things, but often without the adequate resources to do so. The large companies are often too entrenched in their ways and culture to really effect creative change.

Silicon Valley has long been the hotbed for tech innovation, fueled by venture capitalists investing in the wild (and sometimes crazy) ideas of entrepreneurs. The cereal industry, desperately needing an injection of life, is now trying the same thing. Last fall we indicated that General Mills launched 301 INC to do just that. Not to be outdone, Kellogg is the latest to join the trend.

Kellogg recently announced the formation of eighteen94 capital (1894) to "to make minority investments in companies pursuing next-generation innovation, bolstering access to cutting-edge ideas and trends. The investment mandate includes start-up businesses pioneering new ingredients, foods, packaging, and enabling technology." Approximately $100 million will be invested.

To be fair, 1894 is not just about cereal, but food innovation more broadly. But, hopefully some of this rub off on a cereal industry needing some fresh ideas

Kellogg tries bilingual again

A look at recent Kellogg's cereal boxes reveals some subtle, but significant changes. Specifically, the company is now incorporating Spanish in the Nutrition Facts panel, and on the front weight listing. I have detected this on a wide range of cereals, including Corn Flakes, Apple Jacks, Frosted Flakes, and more.

I asked Kellogg about this, and here is their response:

"Kellogg offers a selection of products in bilingual packaging to welcome our ever-growing Hispanic population with their favorites here in the United States. Because our packages communicate important nutrition information, it is important to provide key elements in Spanish for these consumers. By offering the Nutrition Facts in Spanish and English, the nutrient value of the products is easily understood."

Bilingual packaging is not completely new for Kellogg. They have gone completely bilingual on cereals targeted specifically to Hispanics, as when they introduced Choco Zucaritas and Touch of Honey Corn Flakes in the United States. Of course, in other countries, such as Canada, bilingual labelling has long been the norm. It is not required in the U.S., but obviously they feel this is a way that they can assist and appeal to Hispanic consumers, who are a growing demographic in this country, but not necessarily big breakfast cereal eaters. Considering how cereal companies are struggling, any little move like this could be seen as a tactic to bolster their market share.

Who knows, if more and more Hispanics take to cereal, might we someday see many fully bilingual cereal boxes?

Kellogg's NYC - More than just another cereal cafe

Last week Kellogg made a big cereal bowl splash with the announcement of a new restaurant that opened on Monday, July 4th. They state that Kellogg's NYC "will serve dishes featuring Kellogg's cereals combined with unique ingredients, all served with a side of fun. Kellogg's NYC will be a destination that reminds guests of home and drives new curiosity around the cereal bowl."

Cereal cafes are not new - we've been monitoring them here for years. Most have been small, independent restaurants, such as one that just opened in Tulsa, Oklahoma yesterday. None, however, have really taken off, at least not nationally. In the last couple of years, however, things have changed, largely because of the attention given to Cereal Killer Cafe in London, a bold new concept that has garnered both positive and negative reactions. Kellogg must have liked what they saw, and decided to give it a try themselves. With the growing realization that cereal is quickly losing ground, especially among millennials, they have no choice but to innovate and try new strategies.

This is big news, mainly because one of the major players is involved. While this is certainly experimental, for Kellogg to seriously commit to this prototype is evidence of a willingness to step outside the box (pun intended). This is an opportunity for them to present cereal in a fresh, fun new way, and to strengthen their brand.

Here's a quick video look of Kellogg's NYC, via CBS:

Let's not be fooled. One restaurant in Times Square is not, by itself, going to turn around the plight of the cereal industry. And, of course, there are many critics out there (such as this article in the Guardian), most of them aghast over the fact that a bowl of cereal could cost as much as $7.50. Nonetheless, this is a brilliant move that could really strengthen Kellogg's brand. Instead of going after the crowded low-end of the market, by elevating cereal to the high-end, both in terms of price and gourmet-style mixtures, they have an opportunity to tell a new story about cereal and provide exciting new experiences. While we may never see Kellogg's cereal cafes as ubiquitous as McDonalds or Starbucks, a strategic expansion of these restaurants in key cities and locations across the U.S, Canada and the U.K. could invigorate new interest for cereal, not just for breakfast, but for almost any time of the day.  

We'll be watching.

New Year - New Health Emphasis

It's that time of year. Holiday excess has us feeling extra full and guilty, and we're resolved to begin the New Year with an emphasis on health and fitness. Marketers of food, exercise equipment, gyms, etc. are quick to take advantage of this momentary blip of sanity that invades our life before we return to the lifestyle patterns that contribute to our demise.

With 2016 now almost here, the cereal companies are poised to take advantage of the New Year's health craze. It can be argued that healthier cereals are already becoming more and more the trend, but to launch these in late December / early January is perfect timing. This year there are at least two notable examples appearing on grocery store shelves.

General Mills is putting its bets on a massive launch of an expanded Nature Valley line of oat cereals. Nature Valley is already a strong brand, but up to this point has been mainly about cereal bars, granola and muesli. Now, they have three new more conventional breakfast cereals: Honey Oat Clusters, Chocolate Oat Clusters, and Baked Oat Bites. The latter looks particularly interesting, and I will review it in the near future.

Kellogg, already having introduced its Origins line earlier this year, is of course placing its emphasis on its Special K brand of cereals and other food products. Previously the company tried to position Special K as a diet food, but came to its senses over a year ago recognizing that a broader health focus is the way to go. For 2016 they have introduced two new cereals under the "Nourish" sub-brand, both of which are multi-grain flakes with trendy quinoa. Flavors are: Apple Raspberry Almond, and Coconut Cranberry Almond.

These new offerings will have to compete with all the other health oriented cereals that are taking over the grocery aisle, but for health conscious consumers they may provide something new and novel to try before going back to their Lucky Charms and Froot Loops in a few weeks.

Review: Kellogg's Frosted Mini-Wheats Pumpkin Spice

Thanks to Starbucks Pumpkin Spice has been a popular fad the last several years, but this fall it seems as if everyone has jumped on the bandwagon to take advantage of the annual rite of heading toward winter. Kellogg is one example of a me-too company that hopes to capitalize on this taste frenzy, and has released a Limited Edition of Frosted Mini-Wheats Pumpkin Spice. Is this just another copycat effort, or is it a legitimate cereal? Let's find out.


The whole point behind pumpkin spice is the flavor, and this cereal had better live up to its expectations. Well it does. My biggest fear is that would be laden with artificial flavors or over-dosed with the spices. It does neither. Kellogg uses only natural flavors and their is only a hint of the cinnamon, ginger, nutmeg and allspice. Just enough to ensure that this is what the box says it is, but allows the mild, lightly sweetened pumpkin taste to come through. Pretty impressive.

Texture for this product is no surprise, as Mini-Wheats are Mini-Wheats. But, the combination with the pumpkin spice flavor is a great combination. Even right out of the box, the grainy nature goes well with it, but after soaking in milk for 5-10 minutes its even better as the smooth texture is a great fit for what we want from pumpkin.

Pumpkin spice has become a hot item because it is a comfort food, and therefore the experience it delivers is critical. Kellogg has made sure to conform this cereal to the larger cultural demands. There's orange frosting, and the box speaks autumn and wholeness. It works.

Cereals that are designed for experience are typically not paragons of healthfulness. But, this one comes pretty close. As they highlight on the box with milk it delivers up to 9g of protein, and like all Mini-Wheats the whole grains provide an excellent source of fiber. With the one exception of the sugar content a little higher than the 20% of weight threshold, this cereal has a well-rounded nutritional profile. Even the sugar content can be forgiven considering the enjoyable, seasonal nature of this product.

What more can I say? If you crave pumpkin spice, this is one cereal you will want to eat. And, because it is a limited edition you may want to stock up. Otherwise it will be an entire year until you can have your fix again!

(Review protocol HERE)

Review: Kellogg's Origins

Earlier this year Kellogg announced Origins, a new line intended to tap into the growing market for more natural and healthy cereals, and as attempt to turn around the sales struggles that the company has had. While the six varieties making up the brand have been showing up in stores for several months already, more recently their presence has been noticeable with significant shelf space and deliberate marketing.

It's time to give these cereals a spin in the bowl and see what they're really like. With six different products to choose from, this will not be a detailed and rated review on each product like I've done with other cereals, but a more general overview of how Kellogg is doing with this new venture.

With Origins Kellogg, not quite sure of what will really work, does not want to miss any opportunities. There are actually three categories: cereal, granola and muesli; and two of each of those:

• Fruit & Nut Blend Cereal
• Ancient Grains Blend Cereal
• Raisin Apple Granola
• Cranberry Almond with Pumpkin Seeds Granola
• Apricot Cashew Coconut with Raisins & Almonds Muesli
• Raisin Apricot Cranberry with Pumpkin Seeds Muesli

On first glance Origins products definitely stand out. The Kellogg's name is boldly emblazoned on the front and the red theme gives these products a distinct look apart from what the other big companies are offering at this time. The one puzzling aspect of the packaging is that the Origins story is not as pronounced as it could be. Sure, on the back they talk about "Real food, prepared simply" but more could be done in the overall design to convey the natural, wholesome nature of the cereals. I'm not convinced that the average consumer will pick up on this.

The emphasis with Origins is on wholesome and nutritious. They are clear to point out features like the lack of artificial flavors and hydrogenated oils, and the quantities of fiber and whole grains. While there is a certain simplicity to the ingredient list, the nutritious virtue is not perfect. For example, sugar content is still higher than ideal (> 20% of weight).

From the taste samples that I have had, I can say that these are certainly pleasant eating. Being naturally focused, they don't want overpowering flavors, but the blends they have come up with are tasty. The sweetness level helps as well. But, these are far from knock-out recipes, although the mueslis may be the most interesting.

In the end, Kellogg's Origins are a solid new offering that you should at least try. Whether they turn around Big K's fortunes is yet to be seen, but they may have found a way to attract consumers looking for healthier cereals who might not be ready to jump to their nerdy Kashi line.

Kellogg goes natural too

It was just a few months ago that General Mills announced that they would be eliminating artificial flavors and colors, a big move. Not to be out done, in their recent investor call Kellogg basically announced the same thing, promising to eliminate artificial ingredients by 2018.

This is welcome news for health enthusiasts,and certainly not a surprise for those watching the trends in the cereal industry. It just makes one wonder, how much of this is reactionary in order to maintain market share?

If Kellogg and General Mills are going to reverse the slide in cereal sales they are going to have to do much more than just just eliminating some ingredients.

We keep hoping.

Kellogg looking to Origins

In the last few years much attention has been given to the decline in breakfast cereal sales, a point highlighted on this blog from time to time (but not nearly in keeping with the increasing hype this story is getting across the general media). The big companies are especially feeling the pressure, with much of the recent attention given to Kellogg and their almost 5% drop in breakfast food sales.

Kellogg and the others know that they cannot rely just on the same old formulas and strategies that worked in the past. Innovation is needed, but unfortunately is often coming from other players in the industry. With the announcement of their dismal financial results last month big K also revealed that their next attempt to get back on the growth curve is to launch mid-year a new cereal brand called Origins. The focus of this brand will be wellness and "real food prepared simply". The cereals, granolas and mueslis will have no preservatives, artificial colors or flavors, and will be packed with whole grains and fibers.

Of course, at first glance this hardly sounds new. Healthy cereals? Aren't there tons of them in the market? Yes, but there is a noteworthy difference here. Most of the cereals claiming to be natural and super healthy are under the names of smaller brands, even though two of them (Kashi and Bear Naked) are owned by Kellogg itself. This new line will prominently indicate that it is from Kellogg, and that could be the start of a deliberate campaign to change consumers' perceptions about what Kellogg stands for. If these cereals take off, the company could become known as a brand to trust, not just one of the mass-marketed cereal companies delivering the typical fare.

This could be the last real chance for Kellogg to get it right. We will have to see how consumers respond to a return the company's Origins.

(Source: BakeryandSnacks.com)

Kashi returns to its roots

It was not even one year ago that I commented on Kellogg's disappointment with Kashi, the natural food brand it had acquired fourteen years ago. It was becoming obvious that Kashi had lost its niche appeal and was becoming just another mainstream cereal brand. Coming under the Kellogg umbrella and relocating to Battle Creek has domesticated Kashi and lessened the passion that some consumers had for its cereals.

According to Food Business News Kellogg is recognizing that its big corporate approach to such a loved specialty brand isn't working and that Kashi needs to return to its roots. Last month the company announced that David Denholm, the former General Manager for Kashi in 2006-2008, is returning as the CEO of Kashi and that business will return to La Jolla, in southern California, where it was founded. Kellogg executive Paul Norman admitted that "when you come off a trend of health and wellness, you slip to the side, it can be quite painful," and that these latest moves are designed to "get on the front foot and get forward back into progressive nutrition."

This is an important move for Kellogg during a time when cereal consumption is shrinking and the big companies are struggling to be competitive. Breakfast cereal is not just about big business, but taps into people's passions and emotions. Executed well, this has the potential to give Kashi the boost it needs. If it works we may see similar moves at other brands.

Special K is thinning

With summer winding down I need to catch up on a few recent stories. One of the most notable comes out of Kellogg's latest financial update. Normally I do not comment on most of these earnings calls and corporate news items, but this one is of particular interest. Not only are cereal sales down (no real news here), but their current flagship line, Special K, has been losing appeal as a weight management brand.

Over the last decade Kellogg has found a winning solution in a highly competitive market with Special K. They took an old, stodgy cereal product and created an entire franchise out of it. In 2006 they expanded the line and today Special K is not only on the labels of at least a dozen cereals, but the line also includes frozen foods, bars, treats, chips, crackers, shakes and drink mixes. Despite the strong branding, it now appears that consumers, still struggling to control their waistlines, are beginning to move on to other solutions and fads.

According to an AP interview, Kellogg CEO John Bryant sees that consumers want more than just calorie counting now - they are looking for cereals with more specific nutritional benefits. He said that "there's a shift in consumer expectations." To counter this they will be developing new products that highlight the nutrition qualities people are looking for. For example, they have been recently focusing on "The Protein Effect", a group of Special K products higher in protein (a trend also recognized by General Mills), and they have introduced hot cereals with trendy grains like quinoa.

It is good to see Kellogg recognize the shifts around them and make adjustments. The question is: Will they be able to rise above the clutter with an emphasis on good nutrition? At least with weight loss they had a cereal category all their own. Now they will have to go up against many other cereal brands fighting the same battle and competing for the same dollars, including some of their own brands like Kashi. We'll be watching.

(Source: newser)

Review: Kellogg's Jif

Summer is keeping me extremely busy, and I will be getting to a backlog of stories on some recent developments, but it is time for another review!

One new cereal that has caught people's attention is Jif Peanut Butter cereal from Kellogg. When a cereal takes on a popular co-branding arrangement it quickly cuts through the clutter in the grocery story and stands out. This has been done many times before, and with peanut butter General Mills' Reese's Puffs provides a good example. Jif is a popular brand of peanut butter, and for Kellogg to work this into a cereal is a brilliant marketing move. Peanut butter is a great breakfast and comfort food, so featuring it in cereal not  just as an ingredient (as has been done before) but linked to a strong brand is powerful.

Beyond the obvious marketing, the real question is how does it stack up as an actual breakfast cereal? Let's get our bowls out and find out!

With the cereal built around peanut butter taste is going to be a critical element for its success. And, it doesn't disappoint. Claiming to be "made with Jif Peanut Butter" (although artificial flavors are in the mix too) the flavor is obvious and pleasant. Not over-bearing, but as with Jif Peanut Butter itself enhanced with sugar. This is a joy to eat.

Texture was the biggest surprise. Jif cereal is not the hardened balls found in Cap'n Crunch Peanut Butter Crunch or Reese's Puffs. The little donut pillows are delightfully light and silky. They are smooth, as close as possible to eating peanut butter out of the jar. And, that's even without milk. Of course, add milk to these light pieces and as would be expected they soften even that much more, especially after 5 and 10 minutes. Normally that would be a mark against a cereal, but in this case it actually reinforces the smooth nature of what one would expect with peanut butter.

Although there are other cereals with peanut butter, this is still a novelty that in itself makes for a desirable experience. But, what really makes this fun to eat and connects the eater with all that is wonderful at breakfast is the brand linkage with Jif. The fact that the taste and texture mimic peanut butter is an additional bonus. Kellogg has executed it well.

With this much fun in your breakfast bowl it is understandable that nutrition might not be the cereal's strong point. Despite the claim of "made with whole grain" there is nothing that really stands out here health-wise. While peanut butter is eaten by many because of the belief that it is nutritious, do not be fooled. Peanut butter is only a flavoring here, not the main ingredient by far. Also, the sugar content is quite high (almost 40% of weight), so while this is fun and could be a great snack food, it's not the power breakfast you will want your kids consuming on a regular basis.

In the end this is a great new cereal from Kellogg that should help their struggling sales. Innovative it is!

(Review protocol HERE)

Kellogg goes dark

Summer has kept me busy and somewhat behind, but some interesting cereal tings have been popping up. One of those over the last month or so has been the appearance of a new marketing campaign from Kellogg that reinforces what many already know: cereal is a great snack food, especially at night.

This is more than just a few ads highlighting the convenience and taste of cereal for those with late-night cravings. They have gone all out with special night-themed cereal boxes for a number of their brands, and displays in stores. This will be a limited-time campaign but it is a way for Kellogg to remind those who have perhaps lost interest in cereal that it's not just for breakfast. This fits well into efforts to expand sales and with Kellogg's own foray into snack foods with other brands.

What's your favorite cereal for night-time snacking?

Kellogg and Danone team up for convenience

One of the reason for cereals' recent decline is the desire by many people for greater convenience. Many want to eat on the run and don't have time to sit down to a bowl of cereal. Over the years there have been numerous attempts to make cereal more convenient, with cereal bars the biggest winner.

Kellogg is trying yet again, and this time they have partnered with global yogurt maker Danone to have several varieties of cereal like Special K, Frosted Flakes and Froot Loops atop a bowl of Greek yogurt, a very popular food right now. This will fit into Danone's YoCrunch brand where combo packages of toppings and yogurt have long been for sale. The purchaser simply mixes the two together for greater flavor and texture.

This appears to be a win-win situation for both companies, and might start a new trend for cereal consumption.

(Source: Marketwatch)