Wednesday, March 09, 2011

The Cap'n is alive and well!

Cap'n Crunch has been getting lots of attention recently, partly because of the recent social media blast by the Giant Steps. But things really heated up this week when a Daily Finance article speculated that the Cap'n might be heading into retirement, indicative of the inattention he has received from Quaker.

But, the word today is that the Cap'n is in good health and should be around for awhile. Quoted in AdAge, Quaker said that "Reports of Cap'n Crunch's demise are greatly exaggerated". In fact they have launched an official Facebook page, but were quick to point out that they are targeting "adult consumers". (See my previous stories on cereal and cartoon characters).

All of this publicity for one of their brands has to be a pleasant surprise for Quaker, unless they were really trying to eliminate a cereal icon!

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Cartoon characters on cereal boxes influence children

This is hardly new, but recent research confirms what we've all known for years and what previous research has confirmed: "The use of media characters on food packaging affects children's subjective taste assessment". That is the result of a new study published in the Archives of Pediatrics & Adolescent Medicine. In the study children were asked to test a "new" cereal that was in one of four professionally designed boxes. Children rated the cereal's taste higher when the box featured a popular media character. But, on the flip side, on name alone children tended toward the cereal when it was called "Healthy Bits" compared to "Sugar Bits".

Again, this is hardly rocket science, but obviously we need objective research to back what our gut already tells us. Of course, health advocates will be demanding cereal companies to exercise more responsibility, and possibly for more government regulation. The concerns are legitimate to a point, but it does mean even more so now that in the future there will be less fun at breakfast table.

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Monday, March 07, 2011

Which day is it?

Earlier today I pointed out that March 7th is National Cereal Day. Admittedly, these designated "national" days are usually nothing more than arbitrary marketing gimmicks. Hardly sacred, or acts of Congress.

It appears, however, that Kellogg is changing the rules, and declaring tomorrow, March 8th, as the first ever "National Breakfast Day". A big part of this will take place in New York at Grand Central Terminal's Vanderbilt Hall. This is all in conjunction with their Share Your Breakfast campaign to assist children in "food-insecure households". Certainly a worthy cause.

For cereal lovers, we now have TWO consecutive days to celebrate! But, why the confusion, Kellogg?

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National Cereal Day

Today (March 7th) is National Cereal Day. It's hardly a national holiday, but for true cereal lovers, it should be!

Enjoy a bowl (or two) of your favorite cereal today!

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