Wednesday, December 28, 2011

Post goes independent (again)

Post, one of the original breakfast cereal brands, is once again facing new ownership, the fourth time in 26 years. But, instead of being taken over by another food conglomerate (as it was in the past by General Foods, Kraft, and most recently Ralcorp), Post will become an independent, public company. Ralcorp didn't have success with the brand and has decided to move on.

Post certainly is a well-known company, with some strong brands, but really nothing that has captivated the marketplace. As I've suggested previously, the middle of the cereal market is getting squeezed, and Post is a prime example of such a company struggling to enjoy success. The new company will embark on a new strategy, but organizational and functional changes may not be enough for Post to be the cereal powerhouse it once was.


Friday, December 23, 2011

New Cheerios varieties coming

It's not only Kellogg gearing up for new cereal launches in 2012. General Mills has announced two new Cheerios varieties coming to grocers shelves, bringing the total number of Cheerios products to 13 (yes, you read that right, 13)! Multi-Grain Cheerios Peanut Butter brings together a strong breakfast combination, and Dulce de Leche Cheerios takes advantage of a popular Latin American flavor obviously with the intent of targeting that market. These are creative offerings, but two questions emerge. One, will they taste good (at least one review so far isn't impressed), and, two, how far can a cereal brand be extended before it loses its core identity? Obviously, General Mills believes that their expanded Cheerios offerings so far have been good moves. Time will tell how these two new cereals perform.

Thursday, December 22, 2011


We haven't seen too many new cereals introduced this year, but with 2012 around the corner we are learning that Kellogg is introducing Krave to the U.S. Krave is based on a cereal by the same name introduced in the U.K. early last year, and is targeted to youth. There are two varieties, Chocolate and Double Chocolate, each with a multi-grain outside and a smooth chocolate inside. Appears to be a fun cereal!

Thursday, December 15, 2011

Cereal by Design

Breakfast can be fun, and a father and mother team, Harry and Joann Margulies, are intent on ensuring that with their website/blog, Cereal by Design. They are not the first to use cereal in art, but they have added a new twist: highlighting examples of how ordinary people can liven up their breakfast bowls with cereal art. Check it out: