Review: 2016 Pumpkin Spice Cereals

Fall is now officially here, so it is finally appropriate to review the three new pumpkin spice cereals that have hit the grocery aisle in recent weeks. Pumpkin spice has quickly become the trendy flavor for this time of year, almost to the point of overkill. Nevertheless, at least so far, this has come to be the foundation of comfort foods preparing us for the cooler, darker days ahead.

Last year I reviewed the first ever such cereal, Kellogg's Frosted Mini-Wheats Pumpkin Spice. I was thoroughly impressed, and it remains one of the highest rated cereals I have ever reviewed. Apparently Kellogg has re-released this cereal this year (although I have not seen in any stores yet), but my intent this time is only to review the newcomers to the market: General Mills Pumpkin Spice Cheerios, Kellogg's Special K Pumpkin Spice Crunch, and Quaker Life Pumpkin Spice. This will be one review, but of these three cereals.

Taste. Of course, the whole point of these cereals is the taste. People crave the pumpkin spice flavors (usually comprised of such spices as nutmeg, allspice, ginger, cinnamon, and cloves), and these products had better deliver. The challenge that cereal makers have is creating a recipe that highlights the special flavors, but without being overwhelming. For the most part, these three cereals do that, finding a good balance using varieties of existing high-profile cereals on the market. If I close my eyes and taste, the pumpkin spice theme definitely is there, but to varying degrees. Probably the most disappointing is the Cheerios, as in my assessment the cloves are much too pronounced (and I'm not crazy about cloves). The Life edition provided the greatest surprise, with a strong kick of spice on first bite. The Special K seemed to have the best balance of flavors, with the leftover milk in the bowl providing a great treat in itself. One other point of interest, the Cheerios was the only one of the three listing actual pumpkin puree as an ingredient. RATINGS: Special K (5), Life (4), Cheerios (3).

Texture. In many ways texture should not be a big surprise since two of the cereals (i.e. Cheerios and Life) are almost identical to their originally flavored sibling. The woven Life squares are lightly crunchy, but soften as they bathe in milk. Cheerios the same. The Special K version emphasizes "crunch," which is largely achieved by a light sugar coating of the flakes. Overall, it is the latter that shines - the crunchy flakes hold their own even after sitting in milk for 10 minutes. RATINGS: Special K (5), Cheerios (3), Life (3)

Experience. These cereals are all about the experience, which includes the taste, but incorporates so much more. As indicated earlier, they tap into our emotional needs as we enter autumn. So, to a certain degree they all achieve this, with their fall colors and images on the boxes. But, it is Cheerios that really stands out. The predominately orange box stands out, and more importantly the cereal itself (partly due to the fact that they use real pumpkin) has an orange tinge. Life and Special K don't go these extra miles. RATINGS: Cheerios (5), Life (4), Special K (4)

Nutrition. This discussion sometimes kills the fun, but in the end food should provide nutritional value, pumpkin spice cereals included. Life Pumpkin Spice comes closest to retaining the value of original Life: slightly more protein than many cereals, and a reasonable amount of sugar. The other two definitely work on sweetness, almost hitting 30% of weight in the form of sugar. Beyond that, they all emphasize whole grains, are fortified with vitamins and minerals, and are free of artificial flavors. RATINGS: Life (4), Special K (3), Cheerios (3)

Overall. If you want the full pumpkin spice immersion this fall, then incorporating one of these breakfast foods will be worth it. In the end, they all come out pretty close, but none can beat out Mini-Wheats Pumpkin Spice. If you have to choose from these three new ones just one go with the Special K. I would encourage you, however, to try all three, because, remember, these are limited edition cereals. In a few months they will no longer be available and you might miss the opportunity. Of course, by that time you will also be so tired of pumpkin spice in your life that you'll be ready for something different! RATINGS: Special K (4), Life (4), Cheerios (4).

(Review protocol here)

Surprise! The flavor this fall is Pumpkin Spice

For the past few years, the favorite flavor of fall has been pumpkin spice. What started as the traditional pumpkin pie has now been utilized by food manufacturers in everything from Starbucks' lattes to Oreo cookies. Surprisingly, consumers have not yet tired of the fad, and its popularity continues to rise.

Even cereals have got into the pumpkin spice craze, most notably last year with Kellogg's Frosted Mini-Wheats Pumpkin Cereal, one that we rated highly. For 2016 we are likely to see many more options featuring this comfort food sensation.

Earlier this year, reports emerged that General Mills would be introducing Pumpkin Spice Cheerios this fall. I can confirm from the company that this limited edition flavor will start showing up on grocers' shelves in August. They are claiming that it is "made from real pumpkin puree and a delicious blend of cinnamon, nutmeg and clove" and is "free from artificial flavors and colors from artificial sources."

While this is the only confirmed launch so far, there are strong signs out there that Kellogg and Quaker are getting into the action as well, although neither company responded to my request to confirm this or to provide more information. Online photos from Influenster and CandyHunting show a box of Pumpkin Spice Crunch Special K. Similarly, Influenster and CandyHunting reveal a Pumpkin Spice Life as well. These look legit, but we'll have to wait and see if these actually end up for sale.

UPDATE 8/1/16: Kellogg's officially announced the Special K item today, and also indicated that Frosted Mini-Wheats Pumpkin Cereal is returning this fall as well. They are introducing other fall flavors among various food products, including a Special K Apple Cinnamon Crunch.

Of course, you might not be craving pumpkin spice right now in the middle of summer, but soon enough the weather will cool down and the leaves will fall, and your breakfast bowl will be a place to celebrate!

New Year - New Health Emphasis

It's that time of year. Holiday excess has us feeling extra full and guilty, and we're resolved to begin the New Year with an emphasis on health and fitness. Marketers of food, exercise equipment, gyms, etc. are quick to take advantage of this momentary blip of sanity that invades our life before we return to the lifestyle patterns that contribute to our demise.

With 2016 now almost here, the cereal companies are poised to take advantage of the New Year's health craze. It can be argued that healthier cereals are already becoming more and more the trend, but to launch these in late December / early January is perfect timing. This year there are at least two notable examples appearing on grocery store shelves.

General Mills is putting its bets on a massive launch of an expanded Nature Valley line of oat cereals. Nature Valley is already a strong brand, but up to this point has been mainly about cereal bars, granola and muesli. Now, they have three new more conventional breakfast cereals: Honey Oat Clusters, Chocolate Oat Clusters, and Baked Oat Bites. The latter looks particularly interesting, and I will review it in the near future.

Kellogg, already having introduced its Origins line earlier this year, is of course placing its emphasis on its Special K brand of cereals and other food products. Previously the company tried to position Special K as a diet food, but came to its senses over a year ago recognizing that a broader health focus is the way to go. For 2016 they have introduced two new cereals under the "Nourish" sub-brand, both of which are multi-grain flakes with trendy quinoa. Flavors are: Apple Raspberry Almond, and Coconut Cranberry Almond.

These new offerings will have to compete with all the other health oriented cereals that are taking over the grocery aisle, but for health conscious consumers they may provide something new and novel to try before going back to their Lucky Charms and Froot Loops in a few weeks.

Special K is thinning

With summer winding down I need to catch up on a few recent stories. One of the most notable comes out of Kellogg's latest financial update. Normally I do not comment on most of these earnings calls and corporate news items, but this one is of particular interest. Not only are cereal sales down (no real news here), but their current flagship line, Special K, has been losing appeal as a weight management brand.

Over the last decade Kellogg has found a winning solution in a highly competitive market with Special K. They took an old, stodgy cereal product and created an entire franchise out of it. In 2006 they expanded the line and today Special K is not only on the labels of at least a dozen cereals, but the line also includes frozen foods, bars, treats, chips, crackers, shakes and drink mixes. Despite the strong branding, it now appears that consumers, still struggling to control their waistlines, are beginning to move on to other solutions and fads.

According to an AP interview, Kellogg CEO John Bryant sees that consumers want more than just calorie counting now - they are looking for cereals with more specific nutritional benefits. He said that "there's a shift in consumer expectations." To counter this they will be developing new products that highlight the nutrition qualities people are looking for. For example, they have been recently focusing on "The Protein Effect", a group of Special K products higher in protein (a trend also recognized by General Mills), and they have introduced hot cereals with trendy grains like quinoa.

It is good to see Kellogg recognize the shifts around them and make adjustments. The question is: Will they be able to rise above the clutter with an emphasis on good nutrition? At least with weight loss they had a cereal category all their own. Now they will have to go up against many other cereal brands fighting the same battle and competing for the same dollars, including some of their own brands like Kashi. We'll be watching.

(Source: newser)

Is the future hot?

The western United States, where I live, is in the midst of an extreme heat wave. So, talking about "hot" may seem appropriate, except when it comes to cereal. Hot cereal is much more suitable topic for the middle of January!

Nevertheless, Kellogg recently announced a new sub-brand within its rapidly expanding Special K line of cereals and weight conscious products. Nourish is a line of hot cereals and bars "specifically designed for people who are seeking positive nutrition to help manage their weight". Although I thought this is what Special K was trying to accomplish all along, it appears that this new offering ramps up the nutrition even more. Of particular interest are the three hot cereal varieties: Cranberry Almond, Cinnamon Raisin, and Maple Brown Sugar. This is the first time in years that Kellogg has attempted a hot cereal.

While there is a niche market for hot cereals, the trend over the years has been away from this. They are generally not as convenient and sometimes, especially in the case of oatmeal, have a reputation of being mushy. Nevertheless, porridge is a perfect comfort food, especially in colder weather.

The question here is: Is there growth potential for hot cereals? Kellogg must think so to a certain degree. Could hot cereals done right be a innovative growth engine for cereal companies?

Let's talk about it more once this heat wave passes!

New focus for Special K

It's that time of year again when we're feeling guilty about over-indulgence during the Holidays and pondering New Year's resolutions for better fitness and weight loss. It's no surprise then that Kellogg is again gearing up its marketing for Special K, its cereal positioned to help people (and women in particular) shed pounds.

Unlike previous years, however, this year's Special K approach is somewhat different. Instead of focusing on being another weight loss product, the theme is now "What will you gain when you lose". In other words, they are emphasizing the emotional benefits of reaching their weight loss goals, such as confidence and pride.

I have long questioned whether or not Special K could sustain itself as credible weight loss system. This latest move might be a step in the right direction. Be not fooled, however. Kellogg is still taking advantage of the anxiety many are facing about being overweight. That's still a big part of the message. In fact, in conjunction with this campaign they have launched an iPhone app to assist those following the weight loss program. But, the shift to emotional needs, might be a better long-term strategy which could make for stronger overall brand identity. Helping women feel good about themselves could be extended to other aspects of life such as work, motherhood, aging, etc. It will probably require, however, an even more overt move to feminize Special K. That could be risky, but might be what it takes for Special K to assure its prominence long-term.

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Special K gets a fiber boost

In some ways this is hardly a story with reporting, but on the other hand it is significant.

In recent years Kellogg has given new life to one of its core cereal brands, Special K. By focusing on weight loss, they have created a whole range of cereals, bars, and drinks under the Special K label. The effort has paid off, making Special K Kellogg's number one brand.

But, there was always one thing that puzzled me. For such a health conscious cereal, Special K was significantly lacking in fiber. Even Apple Jacks and Froot Loops have been boosted with additional fiber. It looks like Kellogg has finally realized the inconsistency and has added fiber (for a total of 3g per serving) to many of its Special K cereals, except its original variety.

It's long overdue.

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The skinny on Special K

It's January and many people are experiencing guilt from Holiday excess and resolving to remove the extra pounds and inches. Of course, there are many diets and fitness plans vying for our dollars. And, in recent, years Kellogg's Special K cereal and other food spin-offs has become one of those options.

This week a new set of ads are being launched targeting women and their self-identities. Entitled "Be Victorious", the focus has an emotional appeal, not a rational one. In fact, the Special K logo and products are not shown at all in the ads, just a subtle reminder to "take the Special K challenge".

The rebirth of Special K as a dieting system has been a tremendous success for Kellogg. The brand is stronger now than ever. The real question remains, however, with the weight loss market very fickle, how long can this emphasis last? Will women looking to lose weight really get the results they desire, especially over the long-term, or will they move to the next big thing and leave Special K a languishing brand?

Time will tell.

Source: New York Times (Note: I am quoted in the article)

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Kellogg product and brand extensions

In recent years Kellogg has worked hard at building upon its current products and brands to retain customer attention and loyalty in a crowded marketplace. From a marketing perspective this is wise, but I question how long they can do this before they have diluted themselves?

For example, I have discussed before how Special K (originally a single cereal product) is now a sub-brand itself targeted specifically at women struggling with weight issues. There are several varieties of the cereal now, plus cereal bars and even protein waters.

All-Bran is their latest attempt using this strategy. All-Bran is at the front of consumers minds when they think of fiber cereal. Here too Kellogg has introduced a range of new cereal flavors, bars, and their latest innovation All-Bran Fiber Drink Mix in pink lemonade and iced tea flavors. Hardly cereal, but a definite tie-in to health conscious consumers. Overall the All-Bran category becomes stronger.

But it's not only brands that Kellogg is extending. The products themselves are getting reused in new ways. They have just released Kellogg's Morning Jump Starts, a breakfast kit that contains cereal (Apple Jacks, Froot Loops, Frosted Flakes, Minii-Wheats or Rice Krispies) plus some other Kellogg product (like Keebler cookies or a Pop Tart), and juice. It's supposed to be a convenient meal-in-a-box, but I question whether its cost and excessive packaging are really that attractive, except for those parents way too busy to sit their children down for breakfast. But give them points for trying. I doubt, however, that this will catch on, except perhaps in the fast food restaurant industry.

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Kellogg's Number One Brand

Kellogg has a number of powerful brands. But, which is number one? Corn Flakes? Rice Krispies? Frosted Flakes?

It's Special K. What was once a timid cereal has now emerged as Kellogg's strongest brand, primarily because of its emphasis on dieting (as I've previously posted). Health conscious consumers have latched on to this concept, and Kellogg has taken advantage of it by introducing a number of new cereal varieties, such as Special K Red Berries. But, now they are going to extend the brand even further by launching protein bars and even "protein waters" and Special K Personal Trainer watches. (See article in Advertising Age).

Special K has been a runaway success because Kellogg has been very clear as to its brand identity. Other cereals could benefit from similar marketing strategies (and the recent success with All-Bran may be another good example). One only has to wonder, however, if extending the brand beyond cereal will dilute its strength and make it a meaningless commodity.

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Special K diet and nutrition line

In recent years Kellogg has positioned Special K as a health-conscious cereal, especially concerned about weight. Building on this position, Kellogg will now be extending the Speical K brand to a new line of diet and nutrition products, all protein-fortified. These will part of its new Health & Wellness division. These new Special K products will be comprised of protein wafers and meal bars.

 

LINK to Press Release

 

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