Sunday, February 02, 2014

The perfect snack?

Every cereal lover knows that grabbing a handful of cereal from the box is a delightful treat, anytime! Cereal is a very versatile and convenient food, and the sweeter varieties in particular make a great, sweet snack.

I'm surprised that cereal companies have not worked harder at capitalizing on this fact, especially as they look for ways to boost sales. Certainly some have tried. Cheerios, probably the favorite snack that parents give toddlers, has attempted this on several occasions. So, have some candy companies.

The latest intentional effort comes from Kellogg. New Munch Zone delivers some sweet cereal favorites in small pouch servings.  These snack pouches are currently available only at Target, and come in one of five flavors: Apple Jacks, Corn Pops, Froot Loops, and Krave (Chocolate, and Double Chocolate).

The limited availability at Target suggests this is test marketing. There is much they have done right with the packaging, but I am concerned as to whether there is enough consumer awareness for this to get traction. Also, the fact that these come in boxes of five may limit the quick, impulse buying that most snack cravers need. Ultimately, to be successful, cereal companies like Kellogg need to find a way to sell individual packets alongside candy in convenience stores, vending machines, etc. In Target these are sold in the cereal aisle and without much fanfare.

In any case, it is good to see Kellogg recognizing the potential for cereal as a snack. Maybe this will inspire further innovation in this category.

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