Wednesday, September 09, 2009

Wheaties FUEL - more evolution

As announced in July, General Mills has been working to strengthen the brand image of Wheaties, and today officially unveiled its new Wheaties FUEL cereal.

As a result of their market testing they decided on a Cinnamon Honey Crunch flavor that is "lightly sweetened" and features crunchy whole wheat flakes and crisp rice.

Obviously, from the box, this cereal is the ultimate men's cereal, or so they would want consumers to believe. The message is clear: This cereal is designed by sports nutritionists, tested by athletes, and will provide "long-lasting energy to fuel your wins". From a marketing perspective FUEL is bold and brilliant.

The nutritional qualities touted include the fact that it is made with whole grain, contains 100% of the Daily Value of B vitamins, and 5g of fiber to curb hunger. There are still some nutrient quantities not fully revealed, such as the proportion of simple carbohydrates and the protein quantity.

Wheaties FUEL will not be available on grocer's shelves until January, but it is possible to purchase a Collector's Edition box now for $9.99, which includes shipping. The price also includes a 3-month subscription to Men's Health magazine, a marketing partner in this venture.

The true test of whether this evolution becomes a revolution will be apparent early next year. Will this new cereal and brand capture a bigger market share for General Mills? Time will only tell, but I think they are off to a good start.

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