General Mills ramps up the winter cereal race

It's not only Gingerbread Spice Life that is catching people's attention as we get closer to winter. A number of sources recently revealed that General Mills will soon be making Cocoa Puffs and Lucky Charms available in limited edition varieties: Cinnamon Vanilla Lucky Charms and Hot Cocoa Cocoa Puffs. These will be available at Target, and should be fun comfort foods for the shorter days ahead. I'm sure we'll see others as well, including the annual appearance of Christmas Cap'n Crunch.

Further examples of how seasonal cereals are a great marketing strategy for cereal companies!

The failure of mixed messages

I hate to say "I told you so", but a recent move by General Mills makes it awfully tempting!

Reports this week (see AdAge.com) reveal that General Mills is giving up on reduced-sugar children's cereals. Specifically, the "healthier" versions of Trix and Cocoa Puffs will be discontinued due to low sales. Obviously parents are not buying the lower-sugar alternatives.

I have long asserted that "fun" cereals cannot be repositioned as healthier without serious consequences for the brand. People who want Trix or Cocoa Puffs will buy them as they are despite their nutritional inadequacies. If one wants low sugar, high fibre, etc. then the place to go is to one of the many health-oriented cereals on the grocers shelves. Everyone knows that despite the claims Trix, Cocoa Puffs, Froot Loops, Fruity Pebbles, etc. will never be the best nutritional choices, regardless of how they are modified or marketed.

Also, read comments at: The Motley Fool

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