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The Breakfast Bowl

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Cereal poll update

It's time for our next Breakfast Bowl poll. The last question was: "What do you think of custom cereals?"

Here are the results:

Love the ability to have the cereals I want! - 35%
Passing fad that won't survive - 30%
Store-bought brands are good enough for me - 22%
A good idea that might catch on - 14%

Not much enthusiasm yet for custom cereals, not surprising since most people haven't tried them yet.

Now for the next question. In light of my recent post calling for cereal companies to revive nostalgic brands from the past (even for a limited time), "Which of the following vintage cereals would you like to see and taste again?"

LINK TO POLL (see left column)

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General Mills nostalgia

For the third year in a row General Mills is selling limited edition vintage cereals through Target. This year's varieties include Trix, Honey Nut Cheerios, Cheerios, Cinnamon Toast Crunch and Lucky Charms. This fits in well with other nostalgic marketing being done by other companies, such as Pepsi.

I continue to believe that this is a great marketing strategy, and one that should be expanded beyond just nostalgic boxes. Come on General Mills, Kellogg, and Post: Let's see some actual cereals from the past come back for a special treat. You'd sell tons of them!

(Source: Brandweek)

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Holland America Swiss Muesli

I don't usually comment on matters of taste when it comes to cereal, as we all have our preferences and unique taste buds. But, a recent vacation on a Holland America Line cruise ship brought me into contact with a remarkable breakfast experience. Their Swiss Muesli was a favorite for many, and I even found some buzz about it since on the Internet. If you are looking for something different I'd encourage you to make a batch of this recipe. If you can, it is absolutely amazing with fresh berries.

I am no stranger to muesli, but this knock-off recipe is certainly much different than any packaged muesli you can buy in the store. It is a much more traditional recipe, more in keeping with what I have experienced in Europe.

The lesson in all this is that there are still tremendous surprises and opportunities when it comes to cereal. And, I'm sure there is a way to make money on it in the process.

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From breakfast bowl to Super Bowl

It looks like new Wheaties FUEL could be scoring a touchdown this weekend with one of its endorsers a key figure in the Super Bowl. Indianapolis Colts Peyton Manning has been a prominent voice for the new cereal and is featured on one of its boxes. General Mills has been highlighting the big game connection in their social marketing, but I wonder how many of Sunday's fans will be aware of Manning's endorsement.

This would be a great occasion for a Wheaties FUEL TV commercial.

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Kellogg reducing salt in the U.K.

I was gone for a few weeks in January, but the cereal world continues to evolve...

Sugar has been a big culprit in many breakfast cereals, and most companies have been taking steps to reduce it. Now, word comes from the United Kingdom that Kellogg will be reducing salt in many of its cereals there by up to one third. On the one hand, this represents the overall trend toward a stronger nutrition focus in cereal. On the other hand, this particular announcement is also reflective of the evidence that British cereals may be higher in salt than their U.S. counterparts.

Nevertheless, we will watch to see if the reduction of salt expands across the ocean and to other companies.

(Source: Daily Mail)

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Wheaties FUEL in stores

I've been watching with interest the recent "evolution" of Wheaties which has resulted in their new formula targeted to men and their quest for athletic performance. Six months after being first announced Wheaties FUEL is now for sale in many grocery stores across the U.S. The cereal comes in three different boxes, featuring some of the new athletic endorsers: Kevin Garnett, Peyton Manning, and Albert Pujols.

What is surprising me is the apparent lack of aggressive advertising. Although to give them credit they have certainly been marketing through less conventional means such as newer media. This includes a revamped website, Facebook, Twitter and YouTube. It will be interesting to see how these approaches work, and how the cereal overall is received, especially by men.

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Custom Choice - extreme niche

Right around the time of my head-to-head comparison of the two leading U.S. custom cereal companies another one was in the early phases of launching. But, this one has a definite twist to it. Custom Choice Cereal follows the same basic model: Create your own cereal online and it will be shipped to you, but it is has a very unique aspect to it: All their ingredients are gluten-free, and the cereal is mixed in a dedicated facility.

This is probably good news for celiacs who have trouble finding quality, good-tasting foods. I wonder, however, if this is a much too narrow niche for a cereal company following this model. Is this just another company following the latest fad, or does this represent a growing trend that will truly represent the future of cereal?

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The skinny on Special K

It's January and many people are experiencing guilt from Holiday excess and resolving to remove the extra pounds and inches. Of course, there are many diets and fitness plans vying for our dollars. And, in recent, years Kellogg's Special K cereal and other food spin-offs has become one of those options.

This week a new set of ads are being launched targeting women and their self-identities. Entitled "Be Victorious", the focus has an emotional appeal, not a rational one. In fact, the Special K logo and products are not shown at all in the ads, just a subtle reminder to "take the Special K challenge".

The rebirth of Special K as a dieting system has been a tremendous success for Kellogg. The brand is stronger now than ever. The real question remains, however, with the weight loss market very fickle, how long can this emphasis last? Will women looking to lose weight really get the results they desire, especially over the long-term, or will they move to the next big thing and leave Special K a languishing brand?

Time will tell.

Source: New York Times (Note: I am quoted in the article)

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What cereal to eat

It's the beginning of another year, and if you're tired of the same old cereal maybe it's time to try something new. If you need help here's a fun flow-chart from Eating the Road: LINK. Hardly scientific, but nevertheless fun!

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