The Breakfast Bowl

Cheerios tries weight loss

noreply@blogger.com (Lloyd) — Wed, 25 Jan 2012 05:31:00 +0000

Is it just that it's January, or does this represent a new focus for Cheerios? General Mills announced a partnership with Fitness Magazine for a cross-promotion with Multi-Grain Cheerios. But, instead of the previous heart-health benefit claims, now the cereal is part of an online weight-loss program. This puts MG Cheerios in more direct competition with Kellogg's Special K, which has a far more comprehensive branding for weight loss.

This all raises several questions. Does this represent a potential shift for Cheerios marketing (even though this is initially just a six-month promotion)? Why is only the Multi-Grain variety touted for weight loss? Will this cause confusion for the other Cheerios' messages, such as lowering cholesterol for the regular variety? And, will people really take this campaign seriously?

Source: MarketingDaily)

What's up with Quaker?

noreply@blogger.com (Lloyd) — Wed, 11 Jan 2012 03:52:00 +0000

Yesterday I reported on some packaging updates from Quaker, plus one new cereal. That was pretty significant, but now I discover that there is more!

Four other new varieties have been spotted in the wild, including three new Life offerings, two of which are somewhat unusual for the brand.

The new varieties are: Maple & Brown Sugar Life, Apple Cinnamon Crunchtime Life, Strawberry Crunchtime Life, and Honey Nut Oatmeal Squares. Watch for them!

So, what's up with Quaker? That's a lot of change all at once. Maybe this thrust is a sign of their intent to ramp up their position within the cereal market. Whatever it is, it is rather impressive.

New looks at Quaker

noreply@blogger.com (Lloyd) — Tue, 10 Jan 2012 01:59:00 +0000

Recently I highlighted some new developments from Kellogg and General Mills plus ownership changes coming at Post. Now, Quaker is making the news to begin 2012. Although I haven't seen any news releases or any changes showing up on their website yet, evidence is starting to appear in grocery stores. It appears that most of Quaker's leading cereal brands are going through some significant packaging design changes. Life is getting a fresh new look that is simple but stands out among the competition with its contemporary design. Also, notice that Quaker logo itself on the package is highly refined, giving a look that reinforces the company's heritage. I've also seen some images of some other re-designs, includes Quaker Oatmeal Squares. Packaging is one way for companies to carve out their identity and market position, and this is one of the most impressive design updates I've seen in the cereal industry.

Also, I spotted a new cereal, Whole Hearts. Essentially this is Quaker's version of Cheerios (although it claims to be "lightly sweetened"), but instead of just copying it like all the generic brands have, it comes in heart-shaped pieces with a much clearer message of the heart benefits of oats. Good move from an oats-driven company.

Post goes independent (again)

noreply@blogger.com (Lloyd) — Thu, 29 Dec 2011 02:47:00 +0000

Post, one of the original breakfast cereal brands, is once again facing new ownership, the fourth time in 26 years. But, instead of being taken over by another food conglomerate (as it was in the past by General Foods, Kraft, and most recently Ralcorp), Post will become an independent, public company. Ralcorp didn't have success with the brand and has decided to move on.

Post certainly is a well-known company, with some strong brands, but really nothing that has captivated the marketplace. As I've suggested previously, the middle of the cereal market is getting squeezed, and Post is a prime example of such a company struggling to enjoy success. The new company will embark on a new strategy, but organizational and functional changes may not be enough for Post to be the cereal powerhouse it once was.

(Source: stltoday.com)

New Cheerios varieties coming

noreply@blogger.com (Lloyd) — Fri, 23 Dec 2011 19:51:00 +0000

It's not only Kellogg gearing up for new cereal launches in 2012. General Mills has announced two new Cheerios varieties coming to grocers shelves, bringing the total number of Cheerios products to 13 (yes, you read that right, 13)! Multi-Grain Cheerios Peanut Butter brings together a strong breakfast combination, and Dulce de Leche Cheerios takes advantage of a popular Latin American flavor obviously with the intent of targeting that market. These are creative offerings, but two questions emerge. One, will they taste good (at least one review so far isn't impressed), and, two, how far can a cereal brand be extended before it loses its core identity? Obviously, General Mills believes that their expanded Cheerios offerings so far have been good moves. Time will tell how these two new cereals perform.

Krave

noreply@blogger.com (Lloyd) — Fri, 23 Dec 2011 07:18:00 +0000

We haven't seen too many new cereals introduced this year, but with 2012 around the corner we are learning that Kellogg is introducing Krave to the U.S. Krave is based on a cereal by the same name introduced in the U.K. early last year, and is targeted to youth. There are two varieties, Chocolate and Double Chocolate, each with a multi-grain outside and a smooth chocolate inside. Appears to be a fun cereal!

Cereal by Design

noreply@blogger.com (Lloyd) — Fri, 16 Dec 2011 04:58:00 +0000

Breakfast can be fun, and a father and mother team, Harry and Joann Margulies, are intent on ensuring that with their website/blog, Cereal by Design. They are not the first to use cereal in art, but they have added a new twist: highlighting examples of how ordinary people can liven up their breakfast bowls with cereal art. Check it out: http://cerealbydesign.blogspot.com/

Cereal Advent calendar

noreply@blogger.com (Lloyd) — Mon, 28 Nov 2011 03:56:00 +0000

Many of our most loved Christmas traditions come from Germany. Now, German cereal innovator, mymuesli, recently introduced a creative new cereal product that brings new excitement for children counting down the days until Christmas. Each Advent Calendar box contains 24 cereal containers in eight varieties that are discovered each day through their own window. A fascinating innovation, although not cheap (59 euros = $78 US).

This is the kind of creative thinking we need to see again among U.S. cereal companies!

Kellogg backs down

noreply@blogger.com (Lloyd) — Sat, 26 Nov 2011 06:15:00 +0000

This summer I reported on a dispute between Kellogg and the non-profit Maya Archaeology Initiative (MAI) over the use of a toucan in the latter's logo. At the time it seemed a ridiculous move on Kellogg's part, and I'm glad to see that sanity has prevailed. The cereal company is going to lay off of MAI, and even give them $100,00 toward one of their projects.

A good lesson in how not to do public relations, something Kellogg especially needs to pay attention to in the midst of their financial challenges.

(Source: Detroit Free Press)

Cereal Wednesday

noreply@blogger.com (Lloyd) — Wed, 16 Nov 2011 11:00:00 +0000

It's Wednesday, and a great day to highlight another blog devoted to cereal. Yesterday I had the opportunity to talk with "Poppy", the personality behind Cereal Wednesday, a video blog that almost every week samples and rates a different cereal or associated breakfast food. I always enjoy talking to someone else with the same obsession!

Cereal Wednesday began over four years ago by another pseudonymous figure, NYCD, "as a complete and total goof". Since then Poppy entered the scene as a partner and has largely taken over preparing weekly reviews of cereals, ranging from the popular to the more obscure. These 5-10 minute episodes take about 2.5 hours to produce, and typically feature Poppy opening a box of cereal, sharing her taste impressions, and highlighting key features such as nutrition facts - all unscripted. By her own admission, Poppy is somewhat "quirky", but comes across to viewers as a real person who simply enjoys cereal. Her reactions and opinions seem trustworthy, and overall the home-spun presenations are mildly entertaining and without glitz. While not influenced by it, Cereal Wednesday bears a number of similarities to the trend-setting Wine Library TV with Gary Vaynerchuk.

All in all, Cereal Wednesday is just plain, idiosyncratic fun, which is why Poppy and NYCD have done it. Like most blogs there's no real money in it, and they don't accept samples from companies in order to maintain their objectivity and independence. Cereal Wednesday is a great complement to my own blog, and will be of particular interest to those looking for actual cereal reviews.

Check them out at: www.cerealwednesday.com

Lucky Charms cereal sifter

noreply@blogger.com (Lloyd) — Fri, 11 Nov 2011 05:04:00 +0000

For those that love cereal marshmallows and find the actual cereal distracting, here is an invention for you! Tom Lombardi has created a simple way for you to separate the Lucky Charms cereal from the marshmallows. It's simply a custom cup with the perfect-sized holes on the bottom. LINK.

Stocking stuffer anyone?

(What will they think of next?!)

Challenges at Kellogg

noreply@blogger.com (Lloyd) — Tue, 08 Nov 2011 18:54:00 +0000

Recent quarterly financial reports from Kellogg suggest the company continues to face some major challenges. Profits are down 14%, and like a growing number of countries the company is facing a rating review from Moody's Investor Service. The pressure comes as a result of several factors including higher grain prices and a highly competitive marketplace, all this despite trying to cut costs and increase prices.

As I've been saying for awhile now, the big cereal companies are in a difficult position despite their strong brand positions. Consumers are restless and exploring new, authentic options. Can Kellogg's stand out in this environment?

Source: Wall Street Journal - article 1, article 2

Halloween cereal

noreply@blogger.com (Lloyd) — Mon, 31 Oct 2011 01:47:00 +0000

Halloween and cereal are a perfect fit, and a number of companies have taken advantage of the marketing opportunities over the years, and none more than General Mills. Again, this year, they released their monster cereals in time for Halloween, but they were largely unchanged in box design from 2010. Several other children's-oriented cereals feature similar seasonal graphics again this year.

But, in my opinion, the award for the best Halloween cereal for 2011 goes to Quaker for the introduction of Halloween [Cap'n] Crunch. This is a unique, limited-edition cereal that should provide the most breakfast fun this year.

And the milk turns green!

How healthy are "Natural" cereals?

noreply@blogger.com (Lloyd) — Fri, 28 Oct 2011 21:17:00 +0000

Recently, a study from The Cornucopia Institute has stirred considerable discussion because of their claim that many so-called "natural" breakfast cereals are merely marketing hype, and deceptive. Compared to organic cereals, they often contain residues of toxic pesticides and genetically modified ingredients; and sometimes are even more expensive.

The "Cereal Crimes" report is certainly worth reading, even just for its exposure of the marketing of cereal brands. There is no doubt that many companies are jumping on the "natural" bandwagon to entice consumers. It should be pointed out, however, that Cornucopia enters the discussion with its own biases, "promoting economic justice for family scale farming". Obviously, for them large food corporations are a threat on a number of levels.

Cereal mascots given reprieve

noreply@blogger.com (Lloyd) — Wed, 26 Oct 2011 03:25:00 +0000

A long, on-going controversy has been over the use of cartoon characters to market cereal, especially sugared ones targeted to children. The fear for manufacturers has been that the government would step in and regulate this, and ultimately prevent the use of mascots and other enticing images for children.

The industry can sigh a temporary breath of relief, as U.S. government officials recently indicated that they won't tamper with these brand icons at this time. Nevertheless, things could still change down the road, and at minimum there is still the possibility of further restrictions on nutritional composition of foods targeted to children, even if in the form of voluntary guidelines.

In any case, Tony the Tiger, Cap'n Crunch and others are safe, for now at least!

(Source: USA Today)

General Mills and DC Comics

noreply@blogger.com (Lloyd) — Mon, 24 Oct 2011 17:40:00 +0000

Last week General Mills announced a partnership with DC Comics, and that for a limited time some of their prominent, sweetened cereals would feature custom Justice League comic books. A special website will allow readers to continue their adventure reading. Incorporating books, DVDs, computer games and now comic books, is not a new concept for General Mills. And, this certainly taps into a dedicated niche market of comic fanatics.

A good marketing move.

I am wondering, however, if the execution on this one is enough. This would have been a great opportunity for General Mills to either introduce a new, comic-based cereal, or to feature the comic book heroes more prominently on specially-designed boxes. In my opinion, the simple banner approach lacks vigor, and misses out on an even greater marketing push.

(Thanks to @antonioortegajr for the tip!)

Cereal in Europe

noreply@blogger.com (Lloyd) — Sat, 22 Oct 2011 18:20:00 +0000

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

noreply@blogger.com (Lloyd) — Tue, 13 Sep 2011 02:21:00 +0000

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

noreply@blogger.com (Lloyd) — Fri, 09 Sep 2011 22:31:00 +0000

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?

noreply@blogger.com (Lloyd) — Wed, 31 Aug 2011 03:36:00 +0000

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

noreply@blogger.com (Lloyd) — Fri, 12 Aug 2011 03:36:00 +0000

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!

noreply@blogger.com (Lloyd) — Thu, 28 Jul 2011 05:37:00 +0000

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

noreply@blogger.com (Lloyd) — Thu, 05 May 2011 17:49:00 +0000

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

noreply@blogger.com (Lloyd) — Mon, 18 Apr 2011 04:31:00 +0000

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?

noreply@blogger.com (Lloyd) — Sun, 03 Apr 2011 07:07:00 +0000

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