From breakfast bowl to Super Bowl

It looks like new Wheaties FUEL could be scoring a touchdown this weekend with one of its endorsers a key figure in the Super Bowl. Indianapolis Colts Peyton Manning has been a prominent voice for the new cereal and is featured on one of its boxes. General Mills has been highlighting the big game connection in their social marketing, but I wonder how many of Sunday's fans will be aware of Manning's endorsement.

This would be a great occasion for a Wheaties FUEL TV commercial.

Technorati Tags: cereal, Wheaties, Peyton+Manning, Super+Bowl, breakfastbowl

Kellogg reducing salt in the U.K.

I was gone for a few weeks in January, but the cereal world continues to evolve...

Sugar has been a big culprit in many breakfast cereals, and most companies have been taking steps to reduce it. Now, word comes from the United Kingdom that Kellogg will be reducing salt in many of its cereals there by up to one third. On the one hand, this represents the overall trend toward a stronger nutrition focus in cereal. On the other hand, this particular announcement is also reflective of the evidence that British cereals may be higher in salt than their U.S. counterparts.

Nevertheless, we will watch to see if the reduction of salt expands across the ocean and to other companies.

(Source: Daily Mail)

Technorati Tags: cereal, Kellogg, nutrition, salt, breakfastbowl

Wheaties FUEL in stores

I've been watching with interest the recent "evolution" of Wheaties which has resulted in their new formula targeted to men and their quest for athletic performance. Six months after being first announced Wheaties FUEL is now for sale in many grocery stores across the U.S. The cereal comes in three different boxes, featuring some of the new athletic endorsers: Kevin Garnett, Peyton Manning, and Albert Pujols.

What is surprising me is the apparent lack of aggressive advertising. Although to give them credit they have certainly been marketing through less conventional means such as newer media. This includes a revamped website, Facebook, Twitter and YouTube. It will be interesting to see how these approaches work, and how the cereal overall is received, especially by men.

Technorati Tags: cereal, General+Mills, Wheaties, breakfastbowl

Custom Choice - extreme niche

Right around the time of my head-to-head comparison of the two leading U.S. custom cereal companies another one was in the early phases of launching. But, this one has a definite twist to it. Custom Choice Cereal follows the same basic model: Create your own cereal online and it will be shipped to you, but it is has a very unique aspect to it: All their ingredients are gluten-free, and the cereal is mixed in a dedicated facility.

This is probably good news for celiacs who have trouble finding quality, good-tasting foods. I wonder, however, if this is a much too narrow niche for a cereal company following this model. Is this just another company following the latest fad, or does this represent a growing trend that will truly represent the future of cereal?

Technorati Tags: cereal, Custom+Choice, celiac, gluten-free, breakfastbowl

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)

Technorati Tags: cereal, Kellogg, Special+K, dieting, marketing, breakfastbowl

What cereal to eat

It's the beginning of another year, and if you're tired of the same old cereal maybe it's time to try something new. If you need help here's a fun flow-chart from Eating the Road: LINK. Hardly scientific, but nevertheless fun!

Technorati Tags: cereal, breakfastbowl

Ancient cereal?

Because of the large role that cereal plays in our modern diet and lifestyle it's easy to overlook the historical background of this food staple. While breakfast cereal today is a food often interesting more because of its marketing than substance, it is worth noting that cereal is not a modern invention. True, packaged, ready-to-eat cereals are relatively new on the human stage (apx. 100+ years), but there is evidence that other cereal concoctions have been around for a long time. In fact, a new Canadian study just published in the journal Science reveals that our ancestors have been processing grains for at least 100,000 years. And this likely included porridges.

I wonder what their boxes looked like?

(Source: AFP)

Technorati Tags: cereal, history, porridge, breakfastbowl

Recession good for cereal?

It was exactly one year ago that I pondered the impact of the recession on the cereal industry. One year later it looks like the recession could actually be boosting cereal sales, at least for General Mills. Their second quarter profit is up 50%, and analysts believe that in addition to lower ingredient costs more people are turning to cereal for cheap meal, and not just for breakfast. People are eating at home more and cereal is a versatile food that can be eaten at any time. 

Are you eating more cereal now?

(Source: AP)

Technorati Tags: cereal, General+Mills, recession, breakfastbowl

Chex and the Holidays

It's that time of year for parties and social gatherings. And, you are likely to find Chex Party Mix at some of them. The famous snack concoction incorporates General Mills' versatile Chex cereals.

An interesting article in the New York Times provides good background on the mix, and further recipe innovations using the cereal.

(Note: I am quoted in the article).

Technorati Tags: cereal, Chex, recipes, breakfastbowl

General Mills to further reduce sugars

General Mills announced today that they will be further reducing the sugar content in cereals. Specifically, this applies to cereals advertised to children and the sugar levels will be brought down to "single-digit" levels per serving.

The trend toward healthier cereals is growing, largely the result of pressure from advocacy groups concerned about the marketing of unhealthy cereals to children. Kellogg has already reduced sugar content in many of its cereals, and both Kellogg and General Mills have boosted their cereals with fiber.

General Mills admits that reducing sugar can impact cereal taste. But, they believe that "technology, time and investment" is allowing them to reach their goal.

This evolution to more nutritious cereals is a reality we must accept. While classic cereal brands targeted to children will persist, they will certainly never again be as many of us remember them from our childhoods.

Technorati Tags: cereal, General+Mills, sugar, nutrition, breakfastbowl