The Trix behind classic cereals

Big news in the cereal world today, as General Mills announced that they would be bringing back Trix with all the artificial flavors and colors you used to love, although no word yet on any change to the sugar content. It was just two years ago that General Mills announced the move to remove these artificial ingredients, as part of a longer trend of making their cereals more healthful. "Classic" Trix is not a limited time promotion, but will sit permanently next to the more tame, "natural" Trix on grocers shelves.

Obviously, the move to a greater health focus has a downside. In the effort to satisfy critics of highly sugared cereals targeted to kids, interest in these beloved breakfast brands has decreased. The newer Trix recipe is much more bland and less interesting, or "boring" as I called it in my review. Despite all the altruism, it was apparent to General Mills that people really want the bright and flavorful version embedded in most people's memories. In a time when cereal sales are sagging (evidenced by other news today that General Mills' profits have declined due to weaker cereal revenues), it was time to go back to what worked in the past.

The initial reaction by consumers has been extremely positive, although some hoped that the one-time popular fruit shapes would return as well, something that General Mills said may still happen. For cereal enthusiasts, this move today is very significant, and provides hope that the good old days of cereal fun may return. We have seen many examples before by General Mills and others of using vintage packaging to tap into nostalgia, and in some cases, successful cereals of the past have been reintroduced, such as Post's recent relaunch of Oreo O's. But, to go back to a previous, less healthy recipe, is largely unheard of. I have long held that reintroducing classic cereals could be a boon for cereal manufacturers, even if these were limited editions. Maybe today's move will inspire other reintroductions.

There is a problem, however. What if these classic recipes take off (as they certainly will), overshadowing their healthier shelf-mates? General Mills and others will have no business choice, but to keep the older formulas, and drop the less interesting newer varieties. In other words, this is the New Coke versus Classic Coke dilemma of the 1980's, but with cereal. The problem is that this puts General Mills back into the crosshairs of those who believe that highly-sugared cereal with artificial ingredients should not be sold, or at least not targeted to children.

No matter how the future unfolds, today's reintroduction of Classic Trix is a significant move in the ongoing cereal saga.

Review: "natural" Trix

As I have previously stated this blog is not intended to review every cereal out there - that is an endeavor all its own. But, every once in a while a cereal shows up that needs to be reviewed, and the latest iteration of Trix from General Mills is one such case.

For years, Trix has definitely been on the list of iconic sugared cereals targeted to children. If you look back at the boxes and overall development of the brand over the years it easy to see that this cereal is all about fun. For many years the widely-used phrase "Trix is for kids" said it all. It was sweet, brightly colored, and featured a crazy mascot.

Of course, we all know the pressure that cereal companies have been under to get healthier and tone done the marketing to children. Last year General Mills declared their intent to start eliminating artificial colors and flavors from their cereals. They are now starting to follow through on their promises and a reformulated Trix is the result. The box clearly highlights that it contains "NO high fructose corn syrup, NO colors from artificial sources, and NO artificial flavors." Instead it is "naturally fruit flavored sweetened corn puffs with other natural flavors."

So, does it measure up to the wild and crazy Trix of the past?


Let's start with taste. Actually, let's start by opening the cereal bag. One of things that I always find fascinating (and somewhat disturbing) is how when you open up a bag of cereal with lots of artificial ingredients the initial waft of smell is almost overpowering. It's not pleasant, at least not to me. Now, with more "natural" Trix, that atomic blast of synthetic odor is missing. There's still a hint of that funky "this-isn't-a-healthy-cereal" smell, but at least it's tolerable. And that's a good thing. Back to taste. Not that I was ever a big fan of Trix, but my overall impression remains less than enthusiastic. The taste is definitely more natural, but I can't say that it leaves a heightened fruit experience in my mouth. Overall, the flavors are much more muted.

The texture of Trix is not surprising. Corn puff balls have the capacity to provide some good out-of-the-box crunch and hold together well in milk. The sugar coating adds a layer of protection, and so even after 10 minutes the cereals is far from mush and pleasant to eat. Nothing really new here.

A big part of Trix's past success has been the experience, both outside and inside the box. The cereal itself has definitely gone down a few notches on the experience scale. The muted flavor does not help. And the colors are so much more boring (and actually very similar to the original Trix decades ago). The more recent blues and greens (despite their artificial nature) definitely added color to the breakfast bowl. These yellow, pink, orange and purple balls just don't match up. With the new formula, General Mills also changed the box. Still hints at fun, but it's a much simpler design indicative of a much simpler cereal. Still some game-y stuff on the back.

What about nutrition? In the past Trix would have scored real low. While the new recipe contains whole grains, and lacks high-fructose corn syrup and those nasty artificial flavors and colors, the overall nutrition profile has hardly changed. It's still over 30% of sugar by weight, and the fiber content hasn't really changed.

In the end, new Trix has become just another boring sugared cereal. I admire General Mills living up to its convictions (albeit consumer pressure), but whatever specialness Trix has had is now diminished. Probably the only thing it has going for it is its brand recognition and equity. If this were a brand new cereal entering the marketing it would be DOA. Sad, but part of the new cereal reality.

More General Mills Halloween

For many years General Mills has been known for its "monster cereals" (i.e. Count Chocula, Boo Berry and Franken Berry). This year, just in time for Halloween, General Mills appears to have made some of their regular cereals a little more ghoulish. Actually the designs are rather cute and should catch people's attention. So far I've seen Trix and Honey Nut Cheerios boxes.

Anyone else seen any others?


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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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