The British retreat

There has been considerable buzz in recent weeks over the 50th anniversary this month of the "British Invasion", the craze of rock and pop music from the United Kingdom that found its way to the U.S. When it comes to breakfast cereal, the Americans can take credit for the invasion going the other direction. Britons enjoy a hearty breakfast, and cereal is almost as popular there as it is in the U.S.

For the most part companies usually tailor their products for different countries and regions, taking into account cultural and taste preferences. While the U.K. has many of the same cereal brands and varieties, they are not always the same. For example, a recent report in the Daily Mail showed that major cereal brands in Britain contain 30% more sugar than their U.S. counterparts. This has raised particular concern because English children are among the fattest in Europe. It appears that while U.S. formulas changed over the years because of public pressure, the recipes in Britain have remained largely unchanged. But, this is not likely to continue. For instance, market analysts estimate that sales of Kellogg's Frosties (i.e. Frosted Flakes in the U.S.) have dropped over 18% in the last year largely because of negative publicity in the U.K. concerning sugar in cereal. There has even been a proposal to ban sugared cereals altogether.

The point in all of this is that times are changing. The days of hyper-sweetened cereals are coming to an eventual end as consumers vote with their wallets. This trend has already been well underway in the U.S., and is now taking place in other major markets like the U.K. This British retreat from the cereals of the past is one further indicator that the place of cereal in our lives is changing. At one time cereal was marketed, especially to children, as a fun experience. In an age of health and environmental concerns, and belt-tightening we are losing much of that. The focus today is on health and value, and we are losing much of the emotional element behind our daily breakfast bowl.

Only time will tell what impact this will have on our love affair with cereal.

Review: Kellogg's Frosted Mini Wheats Crunch

Already this year a number of new cereals have been introduced, but the one that caught my attention most is new Mini Wheats Crunch from Kellogg's. The reason is simple: It appeared to be a knock-off of Quaker's Oatmeal Squares, which I must confess is my favorite all-around cereal. So, a cereal that tries to match my personal fave must be examined, if only to determine which is the best of the best. I do not want to spend too much time comparing new Crunch with Quaker's successful brand, but the comparisons are too obvious to ignore. The Kellogg's cereal has the same shape, highlights a brown sugar flavor, and even comes in a blue box. The recipe itself is somewhat similar, except that whole wheat is the number one ingredient with oats a close second, whereas with Oatmeal Squares the order is obviously reversed. The question for us is: Is this innovation or just a mere copy-cat effort?

It is worth noting that new Crunch is part of the Frosted Mini Wheats family, yet another attempt by a cereal manufacturer to build their portfolio around particular, successful brands (such as Special K, Cheerios, Honey Bunches of Oats, etc.). But in this case the connection is somewhat misleading. Crunch, despite whole wheat as the number ingredient and it having a light frosting, does not look or taste like the other Mini Wheats varieties. This does not make it bad, just out of place.


As far as taste is concerned, my initial impression was positive, but I detected a hint of maple flavor coming through. This caught me a little off-guard as I wasn't expecting it since it is labelled as a "brown sugar" flavor. Upon closer examination of the box I discovered that the reason might be the fact that the cereal does contain both natural and artificial flavors. The latter probably explains the odd taste, and is somewhat disappointing for me. Other than that the cereal holds it own on taste, but would probably be much better with a more authentic, natural flavor.

For me and my love of Quaker Oatmeal Squares, texture was going to be a big test. If there is one area in which the Quaker brand has its own oddity it is texture. Out of the box and immediately in the bowl with milk Oatmeal Squares are too hard and crunchy - it is only after sitting for 20 or more minutes that they are to die for. Kellogg's may have found one way to beat the competition, as Crunch is a much lighter woven square, and easier to chew out of the box and shortly after you smother it with milk. Yet, even after 5 and 10 minutes it still retains sufficient crunch, living up to its name.

Eating Crunch left me a little frustrated. In many ways this is like eating any generic or store-brand knock-off cereal. It might be a decent breakfast cereal, but you're always thinking about the original that you could be eating. Apart from the Crunch lettering which is energetic and wants to jump off the box, the whole experience is diminished by Kellogg's lack of creativity. There are enough subtle differences with this cereal that they could have given it its own identity. Why did they feel the need to copy so much?

While not heavily promoted as a health cereal, Crunch is also not intended to be a high-sugared, novelty cereal. The Mini Wheats brand, while not shying away from the frostings, tries to convey a wholesome image based around whole wheat. Crunch is generally nutritious with a full 6g of protein, 5g of fiber, and the standard fortified vitamins and minerals. The one area that leaves it a little suspect is sugar content. In my view, a healthful cereal should contain no more than 20% of its weight in sugars. Crunch is around 27%. And, forgive me for yet another comparison, overall the brown sugar variety of Quaker Oatmeal Squares edges out Kellogg's Crunch here.

Comparisons aside, Kellogg's Crunch is a relatively wholesome cereal that most everyone will enjoy as an alternative to many of the cereals common in the market today. I question whether it will have longevity as a product SKU, but if you enjoy a crunchy cereal with a touch of frosting sweetness this is worth adding to your grocery cart next time you go shopping.

(Review protocol HERE)

Classic Review: Kellogg's Corn Flakes

As I've previously indicated, the Breakfast Bowl is expanding to regularly include reviews of cereals, not  just news and reflections on the cereal industry. These reviews will usually be of interesting, new cereals that have hit the market, but from time to time I will also conduct a review of a "classic". There are some cereals that are mainstays, not only to our breakfast tables but our culture as well. Reviewing these venerable classics provides an important point of comparison to the many newer innovations that are coming out today.

For this, the very first, Breakfast Bowl review I will begin with none other than Kellogg's Corn Flakes, the original, modern breakfast cereal. This Battle Creek classic ultimately inspired every other cereal that has ever been produced, and is a fitting place to start exploring the world of cereal.

Corn Flakes is so well established and ubiquitous that it is fair to say that everyone is familiar with and has tasted it. So, my taste opinions may not be that valuable. Nevertheless, there is just one word that comes to mind when I eat Corn Flakes: bland. Sure, the toasted corn contains a hint of flavor, but really there isn't much to them by themselves or in milk. For years people have added sugar and other things such as fruit to their cereal, and Corn Flakes is the perfect explanation why. It needs something to enliven the taste. Most cereals today have a much broader taste profile, lessening the need for table additions. But, Corn Flakes is so lacking!

Texture is also not a high point for Corn Flakes. The flakes are light and easy to consume, but their lightness also makes them vulnerable to the effects of liquid. After 5 minutes they meet the criteria of soggy cardboard, but in 10 minutes the flakes still hold together but are nothing less than limp. I know it's hard for Kellogg to tamper with such a well-known formula but improving texture would make a difference. I remember from year's back when General Mills made their own Corn Flakes, a much crunchier flake that endured milk much better.

Despite being far too common, eating Corn Flakes is an experience, even if just by reminding one that this is the grandfather of all cereals. There is a sense that you are connecting with important history when you pour a bowl. Kellogg emphasizes this on the box when they claim that these are "The Original and Best." Even Cornelius Rooster, who's been the mascot for over 50 years, is there retaining the tradition behind this brand. In many ways Kellogg doesn't have to upgrade the experience, but from time to time they give Corn Flakes a lift with special boxes, such as last year when they released a plethora of boxes featuring Olympic athletes.

Corn Flakes had its origins as a health food at the Battle Creek Sanitarium. Although connected with a certain degree of quackery, the Kellogg's formula caught on. But, how does it stack up by today's health standards? OK, but not great. Being fat free may appeal to some, as does the relatively low amount of sugar compared to most cereals today. But, the lack of appreciable fiber, protein and micronutrients do little to make this a nutrition powerhouse.

How can one be overly critical of a cereal that's been around over 100 years? If it were introduced today Corn Flakes would quickly die as a brand as it cannot match many of the options available today. But, its historical significance embedded in our psyche is enduring. Of course, Kellogg regularly introduces flavor varieties and box promotions to keep it fresh - a strategy that works. Overall, despite being relatively uninteresting, Corn Flakes remains a standby that one cannot ignore.

 (Review protocol HERE)

Anatomy of a Review

As I explained at the beginning of this year, the Breakfast Bowl will be expanding its contribution to cereal lovers by providing regular reviews of new, and at times classic, cereals. Hopefully it will be way to help you discover new cereals that might be of interest to you.

In planning for my foray into reviews, I want to make sure that they are more than subjective drivel, even though things like taste do often come down to preference. Instead, my intention is that these features will give a good, informed overview of a cereal's features, and how it compares to others on the market. This requires a somewhat methodical and consistent approach, while keeping the writing fresh and interesting.

In the end I have decided to implement a rating system, using five "bowls", and based on four different evaluative criteria, and an overall score:


Quite basic, but probably the most important criteria for most people. Does the cereal tantalize the taste buds, or does it compare to soggy cardboard or hyper-flavored candy?


Eating involves more than taste. The entire physical experience plays into one's enjoyment of the food. Does the cereal maintain a good balance between crunchy and easy to down - out of the box, and after 5 or 10 minutes soaking in milk?


I am convinced that the success of breakfast cereal over the past century has been because of the way that companies have made its consumption an emotional experience. The cereal often has its own story, and is conveyed in the marketing behind it, especially with the box and perhaps the shapes, etc. The question to ask when rating a cereal is: How does eating the cereal contribute to my personal fulfillment and needs?


I don't want to take the fun out of cereal, but let's face it, ultimately we need our cereal to provide us some level of nutrition, even if just to give us the energy boost we need to face the day. Without being a killjoy, it still is a legitimate question to ask: Does the cereal provide a healthful range of carbs, protein, fats, fiber, vitamins and minerals?


To wrap it up, I will give a final rating to the cereal. The number of "bowls" will be an indicator of how this cereal fared, and will be especially useful in providing comparisons once a number of these are completed.

Let me know if you have any questions on my review protocol. And, watch for the first one to appear this week!

UPDATE: 2/10/13 - Note that unless otherwise indicated, when conducting these reviews I will have purchased the cereal on my own. I am in no way affiliated with any cereal manufacturer or marketing firm, and these reviews are purely my own opinion.

Post goes Fit

Continuing to note new cereals for 2013, it looks like Post is really going at it. Since going independent in the last year it is evident that they are serious about getting back into the cereal game.

The latest example is with one of their stodgy old brands, Grape-Nuts. It has long been a minor player, usually hard-to-find on the top shelf of most stores, and chosen by only the real serious health food nuts. But, as part of Post's quest for new relevance, Grape-Nuts has been getting a make-over. The message now is that Grape Nuts is the perfect cereal to "meet the demands of the today's modern, active lifestyle." In addition to its original formula and flakes, they just introduced Grape-Nuts Fit, a vanilla-cranberry cereal to fuel active people. In some ways this is similar to Wheaties Fuel, but less testerone-focused; although with double the protein.

This is a strategy that just might work for them!

C is for Cereal

Recently I highlighted a number of new cereals that have hit the market in early 2013. Here's another one I just discovered that is worth noting:

Post has entered into a licensing agreement to produce a cereal targeted at toddlers using a Sesame Street theme. Not the first time the children's TV show characters have appeared on cereal, but Post is maximizing the marketing impact, especially by going after toddlers directly.

C is for Cereal is an apple flavored oat and corn cereal, and the shapes are X's and O's. The disappointment, however, is that there are actually no C's. A somewhat confusing message.

New Year, New Cereals!

Just when it appeared that things were pretty mundane in the cereal world, 2013 could be a turning point. With the new year just beginning a number of new cereals are appearing on store shelves. January has typically been a good time for new cereal introductions, but this is one of the biggest launches I've seen in years, and coming from three of the biggest companies. There are indications of at least half a dozen new cereals, but here some of the most noteworthy:

Kellogg has introduced Cinnamon Jacks, a variety in the new "Jacks" brand. There have been special editions of Apple Jacks over the years, but it appears now that Kellogg wants to build on that brand with new flavors. Could we see such things as Chocolate Jacks, Berry Jacks, etc.?









One other interesting Kellogg addition is new Mini-Wheats Crunch. Here too we have seen a number of extensions, but Crunch appears to be a direct competitor to Quaker Oatmeal Squares. Same look, and even a brown sugar flavor.










General Mills is throwing a new twist into Cheerios. New Honey Nut Cheerios Medley Crunch is the first time Cheerios will be mixed in with other cereal elements - not just O's any longer. Wheat flakes and almonds comprise the medley. [Feb 3/13 CORRECTION: It's actually not the first time. Four years ago they tried oat clusters. Medley Crunch is the first time flakes are in the mix].











Not be outdone, Post is making several additions to its most significant cereal brand, Honey Bunches of Oats, but the one that stands out is the new Greek variety. They are capitalizing on the recent Greek yogurt fad that is sweeping the nation. Yogurt in cereal is not new, but give Post credit for a strong marketing move.









Watch for these and more. Have you seen and/or tried any of these new cereals?

Some of these could be great candidates for Breakfast Bowl reviews in the near future!

What's Next for the Breakfast Bowl?

I'm pleased to announce an exciting new direction for the Breakfast Bowl beginning in 2013!

It's hard to believe that I've been doing this blog for over seven years. What started out in 2005 purely as an experimentation with the then burgeoning trend of blogging has turned into the world's leading blog on the topic of breakfast cereal. That actually sounds more impressive than it really is, as cereal is not a hot topic in most circles. Nevertheless, there are a number of us out there who are fascinated with the role that cereal plays in culture, both past and present. This is one attempt to explore those dimensions.

But, times have changed. First of all, the cereal industry is continuing to evolve. The recent economic struggles coupled with a highly competitive market has taken some of the creative edge out of this industry. There isn't nearly has much fun stuff to write on any more. Second, blogging itself is no longer the only venue for fans of a topic to learn and interact. Social media is taking on an increasingly larger role.

When I started the Breakfast Bowl my intent was simply to share news about the world of cereal, exploring those things that are shaping the industry and our enjoyment of this breakfast staple. Over time the number of interesting stories worth writing about has diminished, and increasingly I have used Facebook and Twitter to pass along the more obscure and less noteworthy aspects of cereal life.

The one thing I have avoided for these seven-plus years is providing cereal reviews. The enjoyment of eating at the breakfast table is a personal thing, as is taste. I deliberately did not want to take away from my readers' opportunity to enjoy the experience of finding and consuming whatever cereals they were interested in.

It is time, however, for a change. I will continue to pass along interesting tidbits of cereal news on my blog and through social media, and occasionally I will offer commentary on where I see the industry heading and what needs to be done to keep breakfast interesting for all of us. But, starting this month I will begin something new for the Breakfast Bowl: occasional reviews. I am not the first person to do this, but in light of the fact that most of the other bloggers who were doing full-blown cereal reviews are no longer regularly doing them (e.g. Cereal Wednesday) I am going to take that on.

So, watch soon for regular reviews of cereal on the Breakfast Bowl to complement and round out the types of things I have always done here. I will not be reviewing every cereal that comes out, but only those that are noteworthy and interesting. Occasionally, I may even dip into the tried and true, offering reviews of classic cereals we are all familiar with. Hopefully you will not only find these reviews fun, but also helpful as you try to make your own choices at the grocery store.

Despite the limited time I have to maintain this hobby, I am looking forward to this new chapter in the life of the Breakfast Bowl. Of course, none of it would have any significance if it were not be for the hundreds of people who follow this blog, or one of my social media sites. Thank you for sharing in this passion!

Cerealism

Every once in awhile I come across some creative individuals who take ubiquitous cereal and turn it into art. Some of it is actually quite good.

The latest is Cerealism (although the name has been used before), the work of photographer Ernie Button. He takes various forms of cereal and using close shots often with vivid backgrounds creates some amazing, and at times surreal, results.

Worth taking a look at!

http://erniebutton.com/?portfolio=cerealism
 

Hello?

Those of you following this blog will have noticed little activity here in quite some time. In fact, this has been one of the biggest dry spells in the seven years I've been doing this!

I would like to blame it on the fact that I am busy (which I am), but the truth is that there is little of significance going out there in the world of cereal right now. Normally there are some announcements, product introductions, or industry developments to track and comment on, but in the last months there has hardly been anything. Sure, I could have highlighted General Mills' annual run of monster cereals, but even this story is hardly noteworthy as it basically the same thing they've done in recent years.

I wonder if there are a couple of things going on here. First, could it be that the less than vibrant economy is finally taking its toll and stifling innovation? Or, is it that the big players are diversifying more and giving less attention to their cereal portfolio?

In any case, I am hoping to see some cereal excitement coming as we approach the new year. Maybe some holiday cereals, some innovative new brands or packaging, and perhaps some industry shake-ups?

I will be watching. Keep following me as these things unfold.