Crunchy Nut superhero

Maybe it's the recent superhero craze associated with some prominent movies, but Kellogg is jumping on the bandwagon with its introduction of The Crunchy Nut, a superhero whose mission is "to seek out people suffering from dull breakfasts and put the fun back into cereal bowls everywhere." As part of their new campaign he recently appeared on Jimmy Kimmel Live.

Obviously a marketing gimmick, but a few noteworthy points. First, it's a mascot for an adult cereal, something we don't typically see. And, it suggests that Kellogg is intent on building the Crunch Nut brand. In fact, they also recently introduced a new Caramel Nut variety.

I haven't tried this new flavor, but I wasn't overly impressed with the first two that I tasted. Nevertheless, the cereals must be getting some traction, and Kellogg must believe that there is a strong future for Crunchy Nut.

Press release here.

Disney drops high sugared cereals

For years I have reported on the growing pressure put on cereal companies for their production and marketing of high-sugared cereals. Companies have responded with healthier cereals and voluntary reduction of advertising.

The powerful Walt Disney Company has recently made a decision that will have significant influence on a wide range of food manufacturers, including cereal. All food products advertised on their entertainment services must meet strict nutritional standards. For cereal this means no more than 10 grams of sugar per serving (although that's kind of nebulous since companies can easily modify suggested serving sizes).

This policy is likely to prompt other media companies to make similar changes.

(Source: New York Times)

ESPN the cereal

This would have been a great April Fools gag, but while the box image is fictitious it is a serious proposal.

Over the past few years I have watched the the ever-unfolding General Mills saga with Wheaties. Its latest attempt to revive the brand, FUEL, just doesn't appear to have worked. And the company as a whole is having some challenges, even with layoffs announced last week.

I am still convinced that a cereal targeted to men is a viable marketing strategy. But, the Wheaties brand doesn't cut it. Here's my proposal: Form a co-branding partnership with ESPN, and you will have a winner! The cable sports network is a major testosterone symbol, and considering the passion of many sports fans who wouldn't dare miss SportsCenter, an ESPN branded cereal would fly off the shelves.

Co-branded cereals are not new, and even General Mills tried something similar with women when they introduced Curves cereal several years ago (although the cereal didn't last that long). But, Curves for women does not even come close to the marketing potential that ESPN would have for men.

I think it would work!

Kashi fights bad PR

This has not been a good week for Kashi, the Kellogg-owned cereal company that works off its natural foods branding. Controversy hit a peak as claims by the Cornucopia Institute, fueled by social media, made claims that genetically-modified organisms (GMOs) were found in some of its products. Kashi, of course, responded (including an online video) refuting the claims, followed by counter-claims, and so on.

No company wants this type of publicity, as truth often gets lost in the midst of the debating. Certainly, companies like Kashi that make "natural" claims have a high reputation to live up to, and deserve criticism if they don't walk the talk. On the other hand, based on the comments I've read online, it also seems like natural food fans are just plain suspicious of any natural food companies that is successful and ends up part of a large corporate empire like Kellogg.

The vast majority of consumers will likely never even hear about this controversy, and eventually it will likely die down. But, Kashi also can't alienate some of its most passionate consumers who are looking for the purest possible foods.

(Source: Huffington Post)

More Wheaties questioning

Last week General Mills released their latest financial data, and the news doesn't look good for Wheaties. There is growing evidence that their market share and sales are declining. A recent story at CNBC captures the situation well (and includes quotes from yours truly).

I've talked about the brand struggle at Wheaties for several years now, and even as recently as last month. Wheaties is a familiar brand that has captured many significant connections with sports in America over the past few decades. But, despite our nostaglia with the cereal, it just doesn't have much appeal any longer. Is it time for Wheaties to bow out of the race? Or, is there still potential with a renewed vision?

New life for custom cereals

One of the trends that I have been watching for several years is the rise of companies that create custom cereals according to customer demands. This innovative manner of making cereal had its beginnings in Germany and is led by mymuesli. Two U.S. companies, [me]&goji and MixMyGranola, tried to copy this model here. At first this looked very promising.

Last summer, however, it appeared that this approach might not being having the intended success. [me]&Goji announced that they would be shutting down. In the fall, MixMyGranola entered into a partnership with Element Bars, a food bar company, although it does not appear that relationship is still intact. Just this week, however, Element Bars announced that they were acquiring [me]&goji which had already ceased operations. Jonathan Miller of Element Bars says that they "share the same vision of custom, whole foods and hope this acquisition will continue our growth in the custom food space." It is not yet clear how the cereals will be branded.

One of the difficulties that these upstart companies faced was breaking into the large cereal market. Perhaps their future will be brighter if they are part of a company with more resources. We will continue to watch.

Review: The Great American Cereal Book

Over the years there have been several books published about cereal, but none is quite like the latest one to hit the shelves: The Great American Cereal Book: How Breakfast Got Its Crunch. If you are a cereal lover, then this is one book you will want to have around your home. This is not another historical narrative of the cereal industry, but a compendium of virtually every major American cereal ever made, complete with key historical points and many wonderful cereal box pictures. You will be fascinated with all the cereals, both familiar and obscure. It is so easy to open the book at almost any page and get lost in browsing. Interspersed among the cereal listings are several brief articles featuring highlights from cereal's amazing history. If you are looking for a book to feed your cereal passion, this is the one to get. It's fun, informative, and full of flavor!

Wheaties releases retro boxes

The last few years has seen several companies, including Quaker, Post, and Kellogg, sell limited edition vintage boxes to tap into cereal nostalgia. But, no company has done this more consistently than General Mills, which currently has another annual set available at Target. This week the company announced another effort, with the release of three retro boxes of Wheaties featuring three prominent athletes of the past: Muhammad Ali, Bruce Jenner and Mary Lou Retton. These boxes are largely reproductions of past ones.

I've talked a lot here about the Wheaties brand in the recent years, and it certainly has lost much of its prominence, even despite their mediocre attempt with Wheaties FUEL. This latest marketing campaign could be a significant boost, and if followed up with a steady stream of new hero boxes could re-establish the brand in minds of consumers.

(Source: Business Wire)

The digital cereal box

Interesting video from USA Today that features Mark Addicks, Chief Marketing Officer for General Mills. In the interview he talks about ways that they hope to engage consumers through digital content (via devices such as smartphones) on cereal boxes and other food products. The packaging becomes a "platform for content", and prize will be virtual. Done right, this could change the way we eat our cereal every morning, and certainly gives an advantage to the companies that can create digital media experiences.

Color-changing cereal

Innovation is critical for the cereal industry, but when is it just plain gimmicky? Researchers have developed a way to make breakfast cereal change colors once it comes in contact with milk. Quaker Oats owns the patents for the technology.

Sounds like fun, and would certainly catch people's attention. But would it be enough to lead a sustainable cereal brand?

(Source: The Guardian)