Cereal marketers’ increasing tendency to extend their brands into other food categories was noted here more than two years ago, but the trend has continued to intensify since then. Sales of these licensors’ core cereal product spiked during the early pandemic, but have since leveled off, due to a number of factors. They range from […]
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Taking Cereal in a New Direction
Since about 2018, cereal companies have been frequently forging inbound licensing deals or other forms of partnership with marketers of sweet snacks, from candy to cookies to ice cream. The result has been a proliferation of breakfast foods such as Nestlé Drumstick cereal from General Mills, Peeps cereal from Kellogg’s, and Hostess Twinkies cereal from […]
Sugar Rush
About a year ago, we wrote about sweet snacks making their way into the cereal category. That trend has intensified since then, with a long list of candy, ice cream, and cookie brands being licensed for breakfast cereals: General Mills debuted Nestlé Drumstick and Honey Maid S’More cereals, as well as Hershey’s Cookies ‘n’ Crème […]
A Spoonful of Sugar
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. […]
Sugar and Spice
Many licensors and licensees involved in the food and beverage category are trying to find ways to meet consumers’ stated desires for healthier foods. They also want to comply with industry and government initiatives that move them in a healthier direction, particularly when it comes to children. That said, if food-to-food licensing deals announced over […]