Cereal in Europe

Recently I've been traveling in Europe, which explains the lack of blog posts here.

Of course, regardless of where I go I am always interested to discover what I can about cereal in that location. And, Europe is a great place to observe a different take on cereal. It's been a number of years since I've had the opportunity to visit there, and I was pleasantly surprised with the changes I noticed.

First, the interest in cereal is definitely growing. Certainly, breakfast cereal consumption is nowhere near what it is in North American, but it is no longer an ethnic food for ex-pats. Evidence of this abounds in the grocery stores. Whereas at one time on the continent you would have seen very small shelf space devoted to just a handful of cereal brands, now it is possible to enter any supermarket and see a significant section featuring dozens of varieties. I also noticed that at some of the bed and breakfast places we stayed cereal was available, something I never saw before outside of big hotels catering to international travelers.

It was also evident that that there are some differences between cereal in Europe and the U.S. Even those who do consume it tend to eat smaller serving sizes, and as a complement to their traditional breakfast. For this reason the boxes for sale in the stores are much smaller than what we would typically find in North America. Also, muesli is big in Europe influenced by its popularity in Switzerland, where it is often still consumed during the evening meal.

I also noticed some interesting innovations in Europe. Not only are the big cereal companies tweaking their recipes and producing varieties in tune with the local preferences, but there are packaging innovations as well. In Poland, for example, I couldn't find any actual boxes. All the cereal comes in attractive bags. There are other signs of innovation in Europe as well, as is evidenced by the fact that customized cereal has its roots there with such companies as mymuesli and The Cereal Club.

Having said of all this, I must qualify the above statements by pointing out that the United Kingdom stands out in its relationship with cereal. While I wasn't there on this trip, it is a fact that cereal consumption is much higher in Britain than the rest of Europe, and has many more similarities to its U.S. brand counterparts.

I had a great time in Europe, and enjoyed the cereal sleuthing that went along with it!

Cereal claims

This is hardly news, but nutritional labeling on many foods, and cereal in particular, is often hype more than substance. Now, there is evidence that seems to support the contention that cereal box claims are misleading.

A University of Yale study published in Public Health Nutrition found that most parents misinterpreted the claims made on cereals targeted to children. Except for cereals purported to be organic, parents were more likely to purchase the products because of their understanding of the claims. The study recommended increased regulation of nutrition claims.

I know that we can’t control how people interpret information, even if it is accurate. But, in a highly competitive cereal market it is incumbent on manufacturers to remain on the high road when creating their packaging and marketing. Their reputation depends on it.

Source: BakeryandSnacks.com

Wheaties revisted

It was two years ago today that General Mills launched Wheaties FUEL, a new variety of sports oriented cereal targeted at men and those seeking athletic performance.

I have been watching the progression of this brand since even before its beginning, and I am still not convinced it has been the success General Mills had hoped for or that it could have been. While sales figures for specific products are not released, it is my observation that it hasn't been selling that well. I base my less than scientific analysis on several factors: it doesn't appear to get much grocery store shelf space and few people I talk to are even aware that FUEL exists or is a separate Wheaties cereal. Also, I am not hearing much excitement about its taste characteristics.

General Mills worked hard to launch FUEL using social media, one of the first cereals to be primarily promoted by this means. But, I wonder if they've done enough to build brand awareness through at least some mass marketing campaigns.

Interestingly, just yesterday two new limited edition boxes (Wheaties and Wheaties FUEL) were introduced at the beginning of the NFL season featuring Green Bay Packer stars Aaron Rodgers and Clay Matthews. But, these are limited edition boxes for sale only in Wisconsin. I'm sure they'll sell truckloads there, but by limiting it there they have missed out on significant sales elsewhere among football fanatics.

I hope I am wrong about Wheaties FUEL, but without a finer tuned and broader marketing approach, it may never fully capture the market it was intended to reach.

Kellogg wants monopoly on Toucans?

Kellogg recently entered into a public relations quagmire by taking legal action against the non-profit Maya Archaeology Initiative (MAI) claiming that the MAI's logo infringes on Kellogg's Toucan Sam character from Froot Loops.

Obviously, trademark infringement needs to be taken seriously, but sometimes corporations go to absurd lengths to prove their case, and in the process hurt their own brand image. In my opinion, MAI's toucan is not similar to the the current Froot Loops version and it is highly unlikely that there will be any confusion among the public. As MAI's president, Dr. Francisco Estrada-Bell, said, "This is a bit like the Washington Redskins claiming trademark infringement against the National Congress of American Indians".

Source: MAI

[me ] & Goji to close

Now that I'm unpacked its time to get back to all things cereal. And, there's no better place to start than with breaking news from a company I have followed with interest over the past for years: [me] & Goji
Today the upstart company announced it will he shutting down at the end of the month. Here's an excerpt from a company email today:

When we decided to launch Me & Goji three years ago, our goal was to take a common product—cereal—and completely rethink it. We aimed to offer the best cereal on the market, from our packaging, to the quality of ingredients to the story and values behind it. We believe we succeeded in doing these things and our amazing customers have been the validation.
Ultimately, what led to our decision was our inability to progress out of the bootstrapping startup phase and into a scalable business.  Having tried everything from creating the first cereal of the month club, to a retail product, to a cobranded line of cereals with a teen pop star, we feel comfortable that we have tested all waters.

This is unfortunate news as [me] & Goji has been an impressive entrant into the crowded cereal marketplace. But, as I've pointed out before, it is difficult to compete in this environment, and especially to break into consumers' minds. The future will be won by those who innovate, but the journey there will not be an easy one. Sadly, there will be casualties along the way.

The Breakfast Bowl is unpacked!

Followers of this blog have probably wondered what happened to me, as I haven't posted here in over two months. In the almost six years of running this blog I have had periods of extreme busyness, but never like the past few months. I apologize to those of you who have been faithful followers of my musings on cereal, and related news and culture.

In short, the primary reason for my hiatus is because of moving to a new house. This has taken far more energy and time than I ever expected, and coupled with that I also recently began a doctoral program. Life has been full!

In any case, I am now settled in my home and looking forward to getting back to sharing my cereal passion with you. Watch for more posts coming very soon!

Technorati Tags: cereal, breakfastbowl

Take-overs

Things have been relatively quiet in the cereal world, but two reports in the last week or so are changing that.

First, some speculation has emerged that Swiss food giant Nestle is interested in a take-over of General Mills. This is not completely surprising, as the two companies have worked together closely in the past, including the recent launch of a new innovation research center.

And, this week ConAgra has made bids to take over Ralcorp, maker of Post and various private label cereals.

On the surface, this just appears to be nothing more than corporate consolidation. But, it does represent the shifting nature in the food business, with a growing bifurcation between large corporations and small niche ventures. I've been observing this in cereal for quite some time, with large mass-market brands, but with increasing opportunities for smaller, nimbler companies that can target specific consumer needs and tastes.

(Source: Bloomberg)

Technorati Tags: cereal, General+Mills, Nestle, Ralcorp, takeovers, breakfastbowl

Choco Zucaritas

This weekend I came across Kellogg's Choco Zucaritas for sale. This are Chocolate Frosted Flakes, but with a twist: Imported from Mexico but packaged for the U.S. market, although predominately with Spanish labeling. This is not the first time a foreign cereal is being sold here to connect with immigrants, but I'm surprised it isn't done more.

As breakfast cereal becomes more global this may be a trend companies may be trying more frequently.

Technorati Tags: cereal, Kellogg, Frosted+Flakes, Mexico, breakfastbowl

How natural are they?

A growing segment of the cereal market is devoted to cereals that are especially healthful and natural. Some brands have targeted this niche specifically.

But, a recent survey conducted by The Organic & Non-GMO Report found that many breakfast cereals labeled "natural" may contain genetically modified ingredients. This includes those from Kashi, Bear River Valley, and Mother's Natural Cereals. Technically companies that do this are not doing anything wrong, but it does irk health food advocates who believe that it is misleading. Unfortunately, what qualifies as "natural" is not highly regulated, leading to confusion and inaccurate assumptions among consumers.

(Source: Eat Drink Better)

Technorati Tags: cereal, GMO, natural, breakfastbowl

Cereal leftovers

Now that we're through March it's time to clear out a collection of recent cereal related items that caught my attention but didn't make the cut for a full blog post:

urlesque provides a fun visual listing of "54 Cereals We Loved and Lost"

KBTX in Texas reports on a young girl who had friends coming to her birthday bring cereal for the local food bank

The Telegraph reports a study on how recycled cardboard may be a health risk when used with food, such as cereal

The Pitch lists possible career paths for five cereal mascots

Twin City Business reported that the Lucky Charms Leprechaun rang the New York Stock Exchange bell on St. Patrick's Day

Betty Crocker has a recipe for a wedding cake (or for any other celebration) using Trix

Technorati Tags: cereal, breakfastbowl