Kellogg looking to Origins

In the last few years much attention has been given to the decline in breakfast cereal sales, a point highlighted on this blog from time to time (but not nearly in keeping with the increasing hype this story is getting across the general media). The big companies are especially feeling the pressure, with much of the recent attention given to Kellogg and their almost 5% drop in breakfast food sales.

Kellogg and the others know that they cannot rely just on the same old formulas and strategies that worked in the past. Innovation is needed, but unfortunately is often coming from other players in the industry. With the announcement of their dismal financial results last month big K also revealed that their next attempt to get back on the growth curve is to launch mid-year a new cereal brand called Origins. The focus of this brand will be wellness and "real food prepared simply". The cereals, granolas and mueslis will have no preservatives, artificial colors or flavors, and will be packed with whole grains and fibers.

Of course, at first glance this hardly sounds new. Healthy cereals? Aren't there tons of them in the market? Yes, but there is a noteworthy difference here. Most of the cereals claiming to be natural and super healthy are under the names of smaller brands, even though two of them (Kashi and Bear Naked) are owned by Kellogg itself. This new line will prominently indicate that it is from Kellogg, and that could be the start of a deliberate campaign to change consumers' perceptions about what Kellogg stands for. If these cereals take off, the company could become known as a brand to trust, not just one of the mass-marketed cereal companies delivering the typical fare.

This could be the last real chance for Kellogg to get it right. We will have to see how consumers respond to a return the company's Origins.

(Source: BakeryandSnacks.com)

Cereal podcasts

Are you looking for more cereal fun? Perhaps listening to a cereal podcast is what you need.

Last fall podcasting got a major shot in the arm with the very successful Serial podcast that came from WBEZ in Chicago and the creators of This American Life radio show. Podcasting technology has been fairly geeky up to this point, but Serial along with the ubiquity of smartphones has generated a whole new interest in this audio media.

Recognizing the opportunity for a play on words, several creative individuals have initiated their own spin-offs of Serial, utilizing the homophone, cereal. At least two podcasts have launched, and a very brief spoof. One Cereal Podcast, even featuring a knock-off logo from Serial, seemed to fizzle after only four episodes. But, the bowl looks much fuller for Cereal from the Heritage Radio Network, which is now on their fifth episode and provides entertaining shows bantering about different cereals and cereal news.

Is podcasting the best vehicle for pondering the wonder of cereals? There are so many visual and sensory dimensions to cereal that would be greatly enhanced if brought to video. Perhaps someone will do the same with regular video episodes on YouTube, like was done with the now defunct Cereal Wednesday.

In any case, if you can't get enough cereal in your life, here's an enjoyable way to get more during your commute, while preparing dinner, walking the dog, etc.

Porridge cafe

Cereal restaurants are not new, but the start of the innovative Cereal Killer Café in London last fall may have launched a resurgence of this format, at least outside the U.S. There are reports of other cereal restaurants opening in the U.K., and now in other places like Australia. And, one that has caught my attention is the Porridge Café, also in London.

Not another copycat cereal restaurant Porridge Café focuses on cooked cereals, the ultimate comfort food, and has created a creative gourmet menu that extends well beyond breakfast.

I have noted on several occasions in recent years a growing trend toward hot cereals. Perhaps a unique concept like Porridge Café might be on to something that could fuel this growth.

We'll be watching.