Cereal Leftovers

As 2010 comes to a close it's time to clear out a collection of recent cereal related items that caught my attention but didn't make the cut for a full blog post.:

The Mommy Files on SFGate.com provide a fun llist of the "craziest breakfast cereals ever"

BBC looks at why eating breakfast at your office desk is not a good idea

Fooducate challenges Michelle Obama's belief that Honey Nut Cheerios is a healthy breakfast

Pediatrics journal publishes a study that makes the startling discovery that high-sugar cereals increase children's total sugar consumption. Brilliant!

babble evaluates the recent move by cereal companies to lower sugar content

Technorati Tags: cereal, breakfastbowl

Post joins the bandwagon

We've been noting the increasing trend for healthier cereals, especially among those targeted to children. General Mills and Kellogg have been making changes in this direction in recent years, but now Post has announced reduced sugar for its Fruity and Cocoa Pebbles cereals. But, notably absent, are Alpha Bits and Golden Crisp, the latter in particular a cereal with over 50% sugar. So, does this represent a true philosophical shift for Post, or is it merely a public relations move?

Technorati Tags: cereal, sugar, Post, breakfastbowl

New focus for Special K

It's that time of year again when we're feeling guilty about over-indulgence during the Holidays and pondering New Year's resolutions for better fitness and weight loss. It's no surprise then that Kellogg is again gearing up its marketing for Special K, its cereal positioned to help people (and women in particular) shed pounds.

Unlike previous years, however, this year's Special K approach is somewhat different. Instead of focusing on being another weight loss product, the theme is now "What will you gain when you lose". In other words, they are emphasizing the emotional benefits of reaching their weight loss goals, such as confidence and pride.

I have long questioned whether or not Special K could sustain itself as credible weight loss system. This latest move might be a step in the right direction. Be not fooled, however. Kellogg is still taking advantage of the anxiety many are facing about being overweight. That's still a big part of the message. In fact, in conjunction with this campaign they have launched an iPhone app to assist those following the weight loss program. But, the shift to emotional needs, might be a better long-term strategy which could make for stronger overall brand identity. Helping women feel good about themselves could be extended to other aspects of life such as work, motherhood, aging, etc. It will probably require, however, an even more overt move to feminize Special K. That could be risky, but might be what it takes for Special K to assure its prominence long-term.

Technorati Tags: cereal, weight+loss, dieting, Kellogg, Special+K, breakfastbowl

McDonald's joining Starbucks with oatmeal

More evidence that oatmeal for breakfast is a growing trend:

According to the L. A. Times, McDonald's restaurants will begin selling a maple-flavored oatmeal mixture for $1.99 beginning this week. The cereal will also contain apples, raisins, cranberries and cream and will be served in a cardboard cup. McDonald's has probably seen the success that Starbucks has had selling oatmeal over the several years ago. Jamba Juice has also added it to their menu.

Oatmeal is a great comfort food, and gives McDonald's a new, healthy option for breakfast guests.

Will this contribute to a further surge for oatmeal and hot cereals in general?

Technorati Tags: cereal, porridge, oatmeal, McDonalds, breakfastbowl

Weaning Kids Off Sugar

Sugar has been a mainstay in breakfast cereal for decades, but new developments this week suggest that its significance may be waning.

First, a new study from Yale's Rudd Center for Food Policy and Obesity (and reported in Time) reveals that children eat less sugar if they're allowed to sweeten the cereal themselves. This suggests that the high levels of sugar in many cereals may not be necessary to satisfy the sweet teeth of children.

Not likely a result of this study, but coincidentally General Mills has announced that they will continue to lower the amount of sugar in children's cereals to no more than 10 grams per service (source: StarTribune.com) This fulfills what they were promising exactly one year ago and is further indication of the growing awareness among consumers of health issues and the desire for more nutritious options.

Cereal is evolving.

Technorati Tags: cereal, sugar, General+Mills, breakfastbowl

Holy Crap?

In a crowded cereal marketplace the key is standing out.

Here's a bold attempt by a small Canadian company. Last year their company, HapiFoods, began selling a new, health oriented cereal. The "Holy Crap" response they received from consumers led them to use the name. And, now with some media exposure, they have sold thousands of this cereal, and another variety, Skinny B. In fact, they are weeks behind in production, and turned down an NBC Today Show appearance because they wouldn't have been able to handle the demand.

The cereal is a combination of chia, hulled hemp seeds, buckwheat, apples, cranberries, raisins and cinnamon. It is also free of wheat, gluten and lactose. While the cereal is somewhat novel, the packaging is far from innovative or exciting. But, the name itself is enough to garner attention. So far it's been working.

(Source: Toronto Star)

Technorati Tags: cereal, Holy+Crap, breakfastbowl

Obol

Over the years I have highlighted the inventions of passionate cereal lovers, such as innovative bowls.

The latest is the Obol, which bills itself as "The Original Crispy Bowl", designed to eliminate soggy cereal (although some people like milk-drenched cereal!) With a unique "Swoop n Scoop" design, the cereal and milk are kept separate until that moment that you move your spoonful of cereal in and through the milk.

What is particularly noteworthy of this bowl is its creative design, which includes its ability to be easily held.

Could this be a new way to eat cereal?

Technorati Tags: cereal, bowl, Obol, breakfastbowl

The perfect wine for your cereal

Looking for a whole new take on cereal?

Then check out this video featuring wine expert Gary Vaynerchuk. He has become an Internet sensation with his serious but irreverent and entertaining look at wine on his website, wine library tv. In an episode from last year Vaynerchuk addresses the ultimate burning question for cereal connoisseurs: "What Wine Pairs with Cereal?"

Even if you don't drink wine this is fun to watch!

Technorati Tags: cereal, wine, Vaynerchuk, breakfast bowl

Cereal Leftovers

Here are some recent cereal related items that caught my attention that didn't make the cut for a full blog post:

cottage industrialist gives instructions for turning your cereal box into an expandable file folder

A Guardian columnist gives tips on how to be green and a cereal lover

A Gazette-Mail reader writes on the frustration of cereal mail-in offers.

Not new, but I discovered a Gizmodo report on a cereal spoon USB drive. For the ultimate cereal lover?

Technorati Tags: cereal, breakfastbowl

Cracks in the cereal bowl

Just a few weeks ago there were some reports, at least from General Mills, that these were good times for cereal. But, new reports this week suggest that the picture is far from bright.

Kellogg's announced that sales are down 4% and cuts its earnings outlook. A UBS Securities analyst suggests that overall cereal is a sluggish performer right now, possibly due to fewer innovations, the effects of the current economic conditions, and even Kellogg's recall this year.

Also announced this week are upcoming price increases from General Mills and Kraft, largely due to higher grain prices. These increases are likely to further impact cereal sales as consumers look to alternatives.

All these developments suggest that we could be in for some dramatic changes in the cereal aisle in the next year. The question is, will the big cereal companies continue to lose ground as consumers shift their allegiances and preferences to more focused brands that offer perceive value?

I'll be watching.

Technorati Tags: cereal, General+Mills, Kraft, Kellogg, breakfastbowl