So much for a healthy breakfast. A trend in the world of licensed and co-branded breakfast foods is to pair cereals with sugary snacks, with each of the big-three cereal makers recently introducing or announcing its own example:
- Kellogg’s confirmed in August that it would release a Pop Tarts cereal, Pop Tarts Crunch, in 2019. This is a reboot of a cereal that was on the market for a year in 1994. The launch will consist of two flavors, frosted brown sugar cinnamon and frosted strawberry. Kellogg’s owns the Pop Tarts brand.
- Earlier this summer, General Mills introduced Dippin’ Dots cereal, also in two flavors, Cookies ‘n’ Cream and Banana Split. The product debuted exclusively at Walmart stores.
- Post launched Nilla Banana Pudding cereal this May, based on Nilla Wafers, following the relaunch of Oreo O’s last year after a decade-long break. It also added a second flavor, Golden Oreo O’s, to the latter line at the same time. Both new introductions are initially available exclusively at Walmart, with a retail expansion expected thereafter. Mondelez markets the Nilla and Oreo brands under its Nabisco umbrella.
These cereals are aimed as much at millennials as they are at today’s children. In fact, customer-driven viral campaigns propelled by young adults often play into the decision to launch or relaunch products such as these. This was the case with the Pop Tarts example, where Facebook and GoFundMe campaigns arose to support the effort. Meanwhile, 20-something parents are not only willing to serve nostalgic and sweet cereals to their young children for breakfast, but many young adults, whether they have kids or not, are also eager to eat these products themselves as a sugary comfort food throughout the day.
Comments are closed.