Lucky Charms feeling a little less blue

There was excitement in the cereal world last fall, when it was leaked that General Mills would be introducing a Frosted Flakes version of its highly popular Lucky Charms. As I noted upon its release at the beginning of this year, this was more than just another variety, but an attempted direct hit at Kellogg's iconic Frosted Flakes brand with the use of an almost identical blue background, and an all-caps white typeface.

If there was any confusion with the two brands, that should now be lessened. I just spotted an updated version of Lucky Charms Frosted Flakes with a much lighter blue background and different lettering. These new boxes have begun to appear without any fanfare or announcement from General Mills.

So why did they go with this redesign so quickly after launch? Most likely Kellogg put pressure on them, warning them that it was too close to their Frosted Flakes design scheme (even though Frosted Flakes as a name is not a registered trademark). The less cynical might think this was intentional, to create less confusion between the two cereals.

In any case, scoop up some boxes of the original, dark blue version. They could be a collector items some day!

Review: goh-goh granolas

Last week I reported on the innovative new goh-goh cereals that only require added water because of the powdered milk in the single-serving cups. This is intended to be the ultimate in cereal convenience. Sunny Crunch Foods sent me samples of their four current offerings, and here's a combined review of them.

While goh-goh is expected to be eventually available in other cereal types, at present the focus is on granola. The four varieties are: Blueberry Greek Yogurt, Chocolate Chip Crunch, Honey Hemp & Flax, and Raisin & Almond.


The unique selling point of goh-goh cereals is the powdered milk. So, when evaluating taste the issue extends beyond the normal profile of ingredients. The ultimate question is: Can goh-goh match the taste of real milk in cereal? In short, the answer is, mostly. I must admit to having been skeptical at first, having many bad memories of disgusting skim milk powders in the past. goh-goh is really clear that they are using dehydrated whole milk, and the difference is noticeable. While I cannot say that the taste is 100% identical to real milk, it comes pretty close according to my taste buds. My wife, however, is much more taste sensitive, and was not as forgiving. Nonetheless, I believe that most people will not be distracted by the milk taste, and if anything, will overlook any minor differences due to the convenience advantages.

As far as the cereals themselves are concerned, they are fairly typical granolas, despite the variance in ingredients. My favorite, clearly, was the Blueberry Greek Yogurt, followed by the Chocolate Chip Crunch. Most disappointing was the Raisin & Almond. There were maybe 3 or 4 raisins in the entire cup, and its incorporation of rice crisps lessened that wholesome granola impact. All said, the taste of these hardly stand out, however, any one would be satisfying for most people on the run.

As granolas, these cereals are fairly predictable as far as texture is concerned. The oats have substance and hold out well in milk. Generally, the ingredients were much finer than in typical granolas, and there were virtually no granola clusters anywhere. The only texture disappointment relates to my previous comment on the Raisin & Almond variety. The rice crisps made for a much less hearty serving.

The convenience of just adding water contributes greatly to a wow experience for those looking to eat breakfast on the run. Again, this is what makes this cereal stand out. the packaging highlights this, but I find the overall design of the single-serving cups too cluttered, thereby potentially distracting from the strong message that consumers need to see when seeing these in a store.

goh-goh also wants to position these cereals as wholesome and nutritious. As granolas they meet that standard, for the most part. Each serving is in the 220-290 calorie range and with significant fiber. Sugar content, as is typical with granolas, is slightly higher than ideal, in the 20-30% range of total weight category; but in reality it is actually higher compared to other cereals, considering that milk is also included in the calculations. Nonetheless, you could do much more worse in picking a cereal.

In the end, goh-goh granolas are a solid choice for consumers, especially when considering the convenience factor. Having these on the go would be an excellent option for most people, and may keep more people eating cereal in an age when people are turning to other foods for their morning nourishment. 

All you need is a spoon. 

The art of box redesigns

I have long argued that the box has been the most important aspect when it comes to breakfast cereal. No other food has been sold more on the basis of its packaging than with cereal, and the designs and characters found on cereal boxes have had a profound effect on our psyches and the larger culture.

Over the years we have seen every cereal brand update its boxes with fresh designs and artwork; however, most of the time the changes are incremental, providing more of an evolution than a true transformation. It is recognized that boxes have to keep up with the times (and competition), keeping consumers engaged.

So, while change is a constant, two recent prominent cereal box redesigns have caught my attention. Very recently, actually in the last few days, I came across a fresh new look for Kellogg's Froot Loops. Up to this point, most of the heavily sugared, "fun" cereals have been cartoonish, touting largely flat designs and solid colors. This latest edition is bold and energizing, placing emphasis on the mascot (i.e. Toucan Sam) and not on the cereal name, and giving him a much more realistic 3-D look. Even the bowl of cereal is different than what is typical, showing a side view of a glass bowl, jumping with excitement. I'm assuming we'll see many other Kellogg cereals adopt this style, and that should really make them pop on the shelves. Good job, Kellogg!

Another redesign has also recently been noted. This time it is not one of the big brands, but a smaller company that focuses on organic, health food cereals. Canadian-based Nature's Path is the leading independent brand in this segment, and has carved out a significant presence in most grocery stores across North America. Obviously, they are going for a different look than Froot Loops, focusing on natural ingredients and messaging that reinforces their health orientation. With the changes they have announced, they are moving away from a more serious look to one that is somewhat less stuffy. This is accomplished with new layouts, stronger colors and more irreverent typeface. While in an interview with Packaging Design they gush over the changes, I'm not convinced the new boxes are all that they could be. In many ways, the new design is too busy, distracting from the serious cereals that Nature's Path is selling. The company also has a sub-brand, Envirokidz, targeted to children. These boxes are getting a new look as well, and these seem a much better fit.

Again, these are just two examples of many box redesigns we have seen over the years. But, they illustrate the challenge that companies have in doing this. It is certainly not as easy as it seems, and the ultimate tests will be consumer reaction and sales. Having said that, however, very few of these design changes really make a big difference, as most companies are much too timid to try something truly "out of the box." There are some exceptions, however. Two of the best cereal box transformations that I have seen in recent years come from Kellogg-owned Kashi and Britain's Good Grain. Kashi went super simple focusing on a super-enlarged cereal piece on each white-spaced box, giving a distinct appearance. Good Grain demonstrated how to move away from a conventional cereal box also with greater simplicity, and pronounced color schemes.

Changing cereal boxes is not by itself going to turn the tide of declining sales, but if cereal companies want to revitalize this industry, one important strategy is to focus more on the box, and the messages these important vehicles send to consumers looking for something interesting.

Review: General Mills' Blasted Shreds

This blog examines the significant news, trends and cultural impacts of cereal, so we rarely do actual reviews of the hundreds of brands and varieties out there. Nevertheless, every once in awhile a new cereal shows up that stands out from the predictable offerings in the grocery aisle, and worthy of an official taste test. General Mills' new Blasted Shreds fit this bill.

We became aware of new Blasted Shreds (or simply "Shreds") last fall, when reports started coming out about several new cereals to be introduced by General Mills in 2018 (including Lucky Charms Frosted Flakes). On the surface, this appears to be just another whole wheat mini-biscuit, of which there are several on the market, such as Post Shredded Wheat, and Kellogg's Mini-Wheats. But, Shreds takes shredded wheat to a whole new level. These are highly flavored and sweetened, promising the best of taste and whole grain goodness. And, showing they're serious about this new brand, General Mills launched the brand with two powreful varieties: Peanut Butter Chocolate, and a co-branded Cinnamon Toast Crunch one. For this review, both will be examined together.



We start with taste, and these cereals are rich in flavor. That is their selling point, incorporating familiar tastes that consumers will quickly gravitate toward. I concur. These were delightful. The naturally-flavored Peanut Butter Chocolate was perhaps a little too sweet on first bite, but once soaking in milk it all came together well. The Cinnamon Toast Crunch edition was OK, but not quite as good as original CTC. Somehow, with shredded wheat in the mix the popular cereal taste did not fully deliver, but nonetheless worth eating.

Shred's texture is almost perfect. The small biscuits are easy to eat, even without milk. The well-blended flavorings prevent them from coming across as straw, as is common with shredded wheat. Add milk, and even after 5 or 10 minutes, these cereals hold up well and perform as one would expect and desire.

There is more to cereal than when it is in your mouth. As an important part of food culture, the intangibles influence appeal as much as taste and texture. Again, Shred's deliver. General Mills was not interested in producing just another typical cereal brand, but was instead intentional to get people's attention. The box design presents a bold image of energy and taste, and the flavor choices themselves indicate a new cereal of great interest. And, for what it's worth, the experience of picking up a box is itself significant. This is a highly dense cereal, and a full box (of average size) has great heft, weighing almost one and a half pounds.

General Mills is quick to emphasize that "Whole Grain is the 1st Ingredient." As a shredded wheat cereal, Shreds should be very wholesome, and for the most part, they are. Each 55g serving contains 7g of fiber and 6g of protein. The great taste, however, comes at a cost. The sugar content (22-23%) is slightly above ideal (20% maximum), and the addition of oils make the fat content (4.5-5g) much higher than is typical in most cereals. Broadly speaking, Shreds are nutritionally far superior to many cereals available today; but don't be fooled, this is not health food brand.

Ultimately, reviewing Shreds was not disappointing. This is one of the most innovative developments from one of the big cereal manufacturers in quite some time. They should be a hit, and the prospects are good for this brand to expand to other flavors as well. So, if you haven't already, you should try them! They are not perfect, but all things considered, deserve a complete collection of Breakfast Bowl points!

Monsters and other seasonal cereals

This isn't new (it was actually announced almost a month ago), and it's hardly news (since it happens every year at this time), nevertheless, it's that time of year again when General Mills unveils the latest edition of their monster cereals. This year's Halloween specials are the same, familiar crew: Boo Berry, Count Chocula and Franken Berry. Of course the box design is tweaked, and this year we see the introduction of "monster marshmallows."

Ho hum. Perhaps. But, the truth is that if these three cereals were available year round their ubiquitousness would have killed them long ago. In fact, that almost happened, and two of the monster team (Frute Brute and Yummy Mummy) are no longer with us (despite a brief resurrection in 2013). To prevent the whole franchise going down, General Mills adopted a strategy that now makes them one of the most anticipated cereal events of the year: They are only made available in conjunction with Halloween, and then put to sleep for the rest of the year. Their annual fresh appearance generates lots of attention, and I'm sure, sales.

While this is the best example of a seasonal strategy for cereals, there are some others as well. For example, Cap'n Crunch typically has a "Christmas Crunch" edition, with red and green pieces. The recent trend of Pumpkin Spice appears to be another case, with last year's four cereal contenders back again for 2017. There are other, less prominent, examples as well.

I wonder if cereal companies could do more to capitalize on the annual rhythm of the calendar, and offer special editions that are come out regularly each year around the same time? For example, the Advent calendar concept offers many possibilities. What about a Peeps cereal at Easter? Seasonal cereals could be a tremendous opportunity to generate new interest and reduce boredom at the breakfast table. The cereal industry needs that.

Design Matters

Over the years I have, at times, highlighted noteworthy design changes in cereal boxes. In a crowded grocery story aisle, it is critical that a brand have a clear identity that stands out from the competition. Unfortunately, many cereals suffer from either bad design or being stuck in decades old time warp. This is puzzling, especially considering the struggles that the cereal industry is having. You would think there would be more experimentation and innovation with this aspect.

Every once in a while, however, a cereal company breaks the mold and does something fresh with design. For example, recently, we have seen this with the new look at Kashi. And, now another great example rises to the forefront from the United Kingdom. There, the Good Grain brand has gone through a recent transformation, and it looks great!

As you can see in the before and after photos of one of their cereals, they have a adopted a simplistic look that is bright, fun and captivating. Previously, as is typical with most cereals, the box was cluttered with a lot of text, and the obligatory decked-out bowl of cereal. The new design has been radically cleaned-up, and seems to leap off the shelf into the shopping cart.

I hope more cereal companies are paying attention to these design changes. Again, this is an area they seem to have ignored in their quest to turn around sagging cereal sales. It is not the full solution, but it would go a long way to improve the image of these breakfast staples.

(Source: Brand New)

Review: General Mills' Tiny Toast

As I've pointed out before, this blog is not focused on cereal reviews, but the industry and phenomenon of breakfast cereal. Nevertheless, every once in a while a particular cereal comes across my breakfast table that is of such significance that it deserves a careful look and taste test.

The new Tiny Toast cereals from General Mills provide a perfect occasion to grab a bowl (or two, in this case) to provide my impressions of what they bill as their "first new cereal brand in 15 years," an over-hyped claim in my opinion. These received much attention when released a couple of months ago, and General Mills is hoping that they will generate some of the same kind of excitement that some of their other "toast" cereals enjoy, namely Cinnamon Toast Crunch and French Toast Crunch.

Tiny Toast comes in two flavors, blueberry and strawberry, and both will be considered in this one review.


So, how do these new cereals actually taste? In short, pretty good. With the increasing commitment of General Mills (and other companies) to use only natural flavors, newer cereals are much more pleasant and muted, than the blasts of flavors that come from artificial ingredients (let alone the powerful whiff of chemical scents that erupt from the bags of newly open cereals with artificial flavors). The blueberry and strawberry flavors here are evident, although I like the strawberry better. Blueberry Tiny Toasts actually bordered on lacking in taste.

An obvious distinguishing point of this brand are the tiny little toast pieces, and they are pleasant to consume - light, and only mildly crunchy out of the box. In other words, they go down easy, but have substance. They also hold their own in milk, although after ten minutes they start to get a little gummy.

Breakfast cereal is about so much more than just the cereal itself, and with Tiny Toast General Mills has created a brand with some personality and that is tied in with their previous toast varieties. Just the idea of eating tiny toasts is fun, and the cartoonish look of the box and logo contribute to that impression. But, despite the design and "Match the Hashtag" game on the back, this cereal is not intended just for children. The pictures and statements on the front that these contain real fruit, remind everyone that these are somewhat serious eats too.

If this is somewhat serious, then what about the nutritional qualities of Tiny Toast. Despite the claims of natural flavor, natural colors, fortified vitamins and minerals, and "First ingredient: whole grain," these cereals are nutritionally meh. There is only 2g of protein, and 1g of fiber, and the percentage of sugar by weight is over 30%. Not that I was expecting more, but don't be fooled - this is not for those looking for a nutritional powerhouse.

Overall, even with the fanfare, Tiny Toasts are an interesting addition to the General Mills lineup, and in the short-term should garner consumer attention; but I really do not see anything special here. They have something to offer as an experience, but in a year or two will likely follow the fate of many new cereals that have come and gone over the years. By all means, try them for yourself, and let me know if they become a favorite of yours, or just a little occasional variety for your morning breakfast bowl.

New Look at Kashi

Kellogg owned cereal-maker Kashi recently unveiled a fresh new look intended to reflect "its belief that food should not only taste good, but do good." The new design includes its revised logo, and packaging that is contemporary and simple in appearance. The boxes certainly stand out for their clean look, avoiding most of the visual clichés common on cereal boxes such as a bowl of cereal, and excessive design elements. Instead the focus is on ingredients and cereal itself at the most basic level. The back of the boxes feature stories of "how the food was made and where it comes from – including employees, farmers and friends of Kashi who had a deep impact on it."

For quite sometime Kashi has struggled to find itself as a natural and health-conscious brand in the Kellogg portfolio, while becoming more and more mainstream in its distribution. Packaging has always been a big part of cereal's success and place within our culture, and this new look, while basically simple, should give the brand new life, if applied consistently across its product line. In my opinion, it's also a far superior effort than the cartoonish appearance of the new Annie's cereals recently launched by General Mills.

What do you think of the new look?

Review: "natural" Trix

As I have previously stated this blog is not intended to review every cereal out there - that is an endeavor all its own. But, every once in a while a cereal shows up that needs to be reviewed, and the latest iteration of Trix from General Mills is one such case.

For years, Trix has definitely been on the list of iconic sugared cereals targeted to children. If you look back at the boxes and overall development of the brand over the years it easy to see that this cereal is all about fun. For many years the widely-used phrase "Trix is for kids" said it all. It was sweet, brightly colored, and featured a crazy mascot.

Of course, we all know the pressure that cereal companies have been under to get healthier and tone done the marketing to children. Last year General Mills declared their intent to start eliminating artificial colors and flavors from their cereals. They are now starting to follow through on their promises and a reformulated Trix is the result. The box clearly highlights that it contains "NO high fructose corn syrup, NO colors from artificial sources, and NO artificial flavors." Instead it is "naturally fruit flavored sweetened corn puffs with other natural flavors."

So, does it measure up to the wild and crazy Trix of the past?


Let's start with taste. Actually, let's start by opening the cereal bag. One of things that I always find fascinating (and somewhat disturbing) is how when you open up a bag of cereal with lots of artificial ingredients the initial waft of smell is almost overpowering. It's not pleasant, at least not to me. Now, with more "natural" Trix, that atomic blast of synthetic odor is missing. There's still a hint of that funky "this-isn't-a-healthy-cereal" smell, but at least it's tolerable. And that's a good thing. Back to taste. Not that I was ever a big fan of Trix, but my overall impression remains less than enthusiastic. The taste is definitely more natural, but I can't say that it leaves a heightened fruit experience in my mouth. Overall, the flavors are much more muted.

The texture of Trix is not surprising. Corn puff balls have the capacity to provide some good out-of-the-box crunch and hold together well in milk. The sugar coating adds a layer of protection, and so even after 10 minutes the cereals is far from mush and pleasant to eat. Nothing really new here.

A big part of Trix's past success has been the experience, both outside and inside the box. The cereal itself has definitely gone down a few notches on the experience scale. The muted flavor does not help. And the colors are so much more boring (and actually very similar to the original Trix decades ago). The more recent blues and greens (despite their artificial nature) definitely added color to the breakfast bowl. These yellow, pink, orange and purple balls just don't match up. With the new formula, General Mills also changed the box. Still hints at fun, but it's a much simpler design indicative of a much simpler cereal. Still some game-y stuff on the back.

What about nutrition? In the past Trix would have scored real low. While the new recipe contains whole grains, and lacks high-fructose corn syrup and those nasty artificial flavors and colors, the overall nutrition profile has hardly changed. It's still over 30% of sugar by weight, and the fiber content hasn't really changed.

In the end, new Trix has become just another boring sugared cereal. I admire General Mills living up to its convictions (albeit consumer pressure), but whatever specialness Trix has had is now diminished. Probably the only thing it has going for it is its brand recognition and equity. If this were a brand new cereal entering the marketing it would be DOA. Sad, but part of the new cereal reality.

Creative Packaging

Over the years I have highlighted innovations in cereal packaging. If companies are looking to innovate this is definitely one area in which there still is lots of room for creativity and new thinking. Unfortunately, it seems to be difficult for the major players to think "outside the box."

Recently I came across some concept projects developed by a graphic design student, Mun Joo Jane, at the Art Center College of Design in Los Angeles. She came up with a couple of cereal packaging ideas that truly draw attention. In particular, her Special K package (rebranded as K+), while elaborate, would certainly stand out on the grocery store shelves and at home.

Take a look at this idea, plus a much more austere concept, and tell us what you think: https://www.behance.net/gallery/27278793/Kelloggs-Cereal

I wonder if the cereal companies are paying attention?

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.

Cereal at the Movies

One of the reasons for my personal fascination with cereal is its close link with pop culture. For decades cereal companies have recognized the emotional connection they could generate by giving bleary eyed consumers some fun at breakfast with cereals and boxes linked with sports figures, cartoons, movies, and more!

Movie-themed cereals, in particular, are not new. They have been a breakfast staple for years. Of course, movie-promotions on existing cereals have been quite common, but things get really exciting when cereal manufacturers go all out in their licensing agreements to create cereals with fun shapes and beautifully crafted boxes. Who can forget a classic like Jurassic Park cereal? And over the years, we have seen others, ranging from Indiana Jones to High School Musical.

In the last six months we have witnessed a resurgence in movie-themed boxes. Perhaps cereal companies, desperate to turn around declining sales, are reaching back to marketing formulas that have worked in the past to generate some new breakfast enthusiasm Here's a brief recap of some of the cereals we have spotted:

Kellogg's Frozen - Following on the heels of this wildly popular Disney movie, Kellogg introduced a Frozen cereal (not in the freezer section!) featuring a gorgeous box with both major panels with a different design. A sneaky way to get people to buy two, not realizing that one box has both images!

General Mills' Star Wars - With newly anticipated Star Wars movies coming, new themed cereals are in order, as they have in the past, going back to the original 3-CPO in 1984. This year General Mills gets the rights, with two characters to choose from.

Kellogg's Avengers - The successful Marvel Avengers movie was supported not only by an dedicated new cereal, but Kellogg also plastered characters on Corn Flakes (utilizing the two-sided trick again) and Krave!

General Mills' Minions - On the fun side General Mills recently launched a banana berry cereal featuring the Minions of the Despicable Me franchise. The cereal itself has Minion designs imprinted on them.











All in all, good cereal fun. The way many of us remember breakfast!

Wheaties: Going forward by going back

January is typically a busy month for me, so I've been rather quiet here on and on social media, but with all that's happening in the cereal world, it's time to get back!

Over the years Wheaties has been one of the favorite topics on this blog. The venerable brand has been a showcase of cereal marketing and how it expresses itself in American culture, but for at least a decade has struggled to find itself. There have been numerous attempts to revive the cereal, including the ill-fated Wheaties Fuel, but nothing has seemed to work.

It was not that long ago when Wheaties was known for its representation of high profile professional sports teams and athletes. I'm sure, however, General Mills discovered that after all the licensing fees and costs associated with that, sales just did not warrant continuation of that strategy. Last year, however, we began to see a definite shift more toward high profile athletes outside of the major professional sports leagues, that is, athletes from extreme sports that attracted a much younger audience. Even the box design was updated to reflect greater energy and with a more contemporary feel. And, last summer the company engaged consumers in a way to vote for the next star to grace the cover of Wheaties, from a roster of athletes representing motocross, para-athletics, lacrosse, mixed martial arts, and women's soccer. The winner of the contest was Anthony Pettis, the Ultimate Fighting Championship (UFC) lightweight champion in 2013, a definite sign that Wheaties is being taken to a whole new generation.

Apart from the new breed of athletes that are starting to appear on the boxes, of equal interest is the new, or rather old, Wheaties design that has appeared with this rebirth of the cereal. Gone is the noisy, colorful redesign attempt of the last year or so. Instead, Wheaties is returning to its roots, with a simple orange and white box, with no extraneous markings to distract from what really matters, the athlete. While millenials do not have memories of the boxes of 30 or 40 years ago, the stark throwback nature of this design is bold and should stand out on the grocery store shelves.

It will be interesting to watch whether this latest strategy is the one that General Mills needs for success with Wheaties.

Now, if they could only update the cereal itself, but that's another story...

Sink Bowl

Over the years it's been fun to report on new concepts for cereal bowls. Inventors try to overcome some of the challenges we face when eating cereal, mostly the issue of sogginess. The latest is the "Sink Bowl" a design concept by Sherwood Forlee.

The Sink Bowl is actually two bowls, one stacked on top of the other. The top bowl has a small plug in the bottom. When your cereal has been in milk for just the right amount of time you simply pull the plug to let the milk drain out to the lower bowl.

Perfect? The Sink Bowl does not appear to be available for sale so I haven't actually tried it, but for those are picky about soggy cereal this could be a solution. My concern is with the small little plug and the attached cord. There's got to be a better way to handle that, but then of course it wouldn't be a sink!

When all else fails change the box

A regular topic on this blog over the years concerns the struggles of General Mills' Wheaties and the various attempts to revitalize this brand. So far nothing has really worked.

With Wheaties' sports emphasis it's no surprise that they just unveiled two new boxes featuring two Sochi gold medalists. Even though General Mills is not an official sponsor of the Olympics they are capitalizing on the athletes themselves, this time Mikaela Shiffrin and Sage Kotsenburg. This post-Olympics strategy has been going on for quite some time, 2012 and 2010 as recent examples.

The story here, however, is not more Wheaties boxes with athletes on them. It is that this is an opportunity for General Mills to highlight a major redesign of the core Wheaties box itself, the first such move in many years. In actuality they released a generic version of the new design back in the fall, but now with these star athletes the fresh look is fully expressed and promoted.

The boxes have a new energy to them, with a revamped wordmark all brighter and gradient oranges, all obviously targeted to a younger audience. The boxes definitely will stand out more on the grocery store shelf.

But, will this new look result in more sales and a rejuvenated brand? Only time will really tell.

UPDATE: The Wall Street Journal featured an article the same day on Wheaties' struggle, including a quote from yours truly. Unfortunately, they got the quote partly wrong, as I was referring to the now discontinued Wheaties Fuel, not the base Wheaties. So, Wheaties lovers relax. I know there are some of you out there!

MixMyOwn mixes it up

I have long been intrigued with the innovation of custom-mixed cereals. Today technology makes it possible for many consumer items to have a high level of customization, and cereal is certainly a commodity well-positioned for such personalization.

Custom cereals are not new. The true trend-setter and leader in this field is mymuesli, a German company established over six years ago. They have done an incredible job of making custom cereal interesting and fun, and in a less-than-saturated cereal market like Germany it appears to have been a great fit. Other companies have tried to copy this model including two notable U.S. start-ups back in 2008: [me]&goji and MixMyGranola. Both companies tried hard, but were unable to make it work. Within the last two years both ceased operation. Up until very recently only one custom cereal company is still around in this country, Custom Choice Cereal, but their niche is the gluten-free market.

Despite the challenges of the U.S. market, a new entrant is in the race, determined to do what no one has yet accomplished: succeed in custom cereals. MixMyOwn was founded by Klara Charvatova and David Filipi, a young couple from Europe, who were inspired by the success of custom cereals there, to launch such a business here in America. Apart from the lack of canisters, there are many similarities with mymuesli, including the fact that MixMyOwn focuses on muesli, not granola like the previous U.S. attempts. 

MixMyOwn recognizes the challenges they face, and they have decided to focus on health conscious people and fitness enthusiasts. For that reason there is an emphasis on organic, preservative free, white sugar free, fillers free, unprocessed, non-GMO ingredients. They currently offer close to 100 ingredients, including 31 freeze-dried fruits and 20 types of nuts and seeds. The well-designed website makes it easy to put your personalized combination together, or you can choose from eight of their own pre-mixes. They gave me an opportunity to try it all out with a complimentary mix of my own design. The ordering process was simple, shipping was fast, and the final product was as promised: tasty and fresh.

I am particularly encouraged by their European focus on muesli. Even though it is possible to put together a granola-based mix, I really believe that muesli is a tremendous growth opportunity for North America since granola is largely passe. Museli has been around for awhile here, but no one has of yet really captured the potential of this cereal option. And, with more and more health conscious consumers out there, MixMyOwn may have an opportunity to be the one. It will require, however, telling a new story about muesli, both in terms of its nutritional value, and how it can be prepared and eaten. They are wise in going after their target market since general consumers are probably not ready for mueslis or custom cereals, and the cost is considerably higher than your average box from the supermarket. 

I will be watching with interest to see if custom cereals finally take off in the U.S.because of the efforts of MixMyOwn!

New looks at Quaker

Recently I highlighted some new developments from Kellogg and General Mills plus ownership changes coming at Post. Now, Quaker is making the news to begin 2012. Although I haven't seen any news releases or any changes showing up on their website yet, evidence is starting to appear in grocery stores. It appears that most of Quaker's leading cereal brands are going through some significant packaging design changes. Life is getting a fresh new look that is simple but stands out among the competition with its contemporary design. Also, notice that Quaker logo itself on the package is highly refined, giving a look that reinforces the company's heritage. I've also seen some images of some other re-designs, includes Quaker Oatmeal Squares. Packaging is one way for companies to carve out their identity and market position, and this is one of the most impressive design updates I've seen in the cereal industry.

Also, I spotted a new cereal, Whole Hearts. Essentially this is Quaker's version of Cheerios (although it claims to be "lightly sweetened"), but instead of just copying it like all the generic brands have, it comes in heart-shaped pieces with a much clearer message of the heart benefits of oats. Good move from an oats-driven company.

Cereal by Design

Breakfast can be fun, and a father and mother team, Harry and Joann Margulies, are intent on ensuring that with their website/blog, Cereal by Design. They are not the first to use cereal in art, but they have added a new twist: highlighting examples of how ordinary people can liven up their breakfast bowls with cereal art. Check it out: http://cerealbydesign.blogspot.com/

Halloween cereal

Halloween and cereal are a perfect fit, and a number of companies have taken advantage of the marketing opportunities over the years, and none more than General Mills. Again, this year, they released their monster cereals in time for Halloween, but they were largely unchanged in box design from 2010. Several other children's-oriented cereals feature similar seasonal graphics again this year.

But, in my opinion, the award for the best Halloween cereal for 2011 goes to Quaker for the introduction of Halloween [Cap'n] Crunch. This is a unique, limited-edition cereal that should provide the most breakfast fun this year.

And the milk turns green!