In a strategic move to embrace the evolving consumer trend of enjoying cereal as a snack, General Mills is set to launch enticing variations of six of its beloved brands. The renowned consumer packaged goods (CPG) giant is banking on the enduring appeal of cereal as a treat by introducing novel flavours and miniature versions of its iconic offerings.
The upcoming cereal innovations, slated to hit shelves in January, boast “fan-favourite flavours with a twist,” according to a statement released by the company. The new snackable cereal options include:
- Trix with Marshmallows: Infusing bunny-shaped marshmallows into the vibrant corn-based puff cereal.
- Lucky Charms Berry Swirl: Introducing new marshmallow charms with delightful strawberry, blueberry, and raspberry flavours.
- Reese’s Puffs Peanut Butter Lovers: Amplifying its star ingredient with an “extra dose” of peanut butter in the cereal recipe.
- Honey Nut Cheerios Minis: Capitalizing on the popularity of miniaturized offerings, following the success of smaller versions of Trix, Cinnamon Toast Crunch, and Reese’s Puffs introduced last year.
- Maple Cinnamon Cheerios Hearty Nut Medley: Bringing sliced almonds and pumpkin flakes into the wintry cereal while emphasizing fibre and 33 grains of whole grain per serving.
- Nature Valley French Vanilla Protein Granola: Boasting 13 grams of protein, this granola is designed to be enjoyed with yoghurt or milk or as a standalone snack.
As consumer perceptions of cereal evolve and healthier breakfast alternatives gain traction, industry analysts view the cereal category as experiencing a long-term decline.
By revitalizing its portfolio with inventive versions of its iconic brands in the cereal segment, General Mills aims to tap into a potential growth area within the snacking category. A 2017 Mintel study revealed that 43% of U.S. consumers regularly enjoy cereal as a snack. General Mills previously responded to this trend in 2017 by offering a limited-time version of Lucky Charms containing only marshmallows.
Similarly, WK Kellogg Co., the result of Kellogg’s recent split, is also leveraging its well-known brands to drive growth. CEO Gary Pilnick emphasized in an October interview with Food Dive that the company intends to anchor its portfolio around flagship cereals like Froot Loops and Frosted Flakes while exploring new product creation and a strategic path “beyond cereal.”