Blueberry Chex in the summer, as well as seasonal favorite Pumpkin Spice Cheerios, Chocolate Peanut Butter
Cheerios and a winter seasonal return of a fan favorite,
Banana Nut Cheerios.
Baldwin also confirms that General Mills will participate in National Cereal Day on March 7, but he says it’s
too early to share details.
Outside the Cereal Box
Over at Kellogg’s in Battle Creek, Mich., innovation
has been just as alive. Video gamers are abuzz
with excitement after Kellogg’s announced last
month that it has joined forces with Nintendo
to launch “Super Mario”-themed cereal. The
mixed berry cereal features marshmallows that
are in the shape of classic Mario images. And
limited-edition boxes have Amiibo functional-
ity, which means that when they’re scanned by
a Nintendo Switch console, users can unlock
bonus hearts and coins in the game “Super Mario
Meanwhile, Kellogg’s just opened the doors
of its new permanent Kellogg’s NYC Cafe in the
Union Square neighborhood. This is the second iteration
of the cereal cafe (the first location was in Times Square),
and it’s five times the size of its former location. Kellogg’s
describes it as “a place for foodies and people to chill, and
create and explore the endless possibilities of cereal.”
Efforts such as these might provide inspiration for
retailers to think out of the box, so to speak, as they take a
broader look at cereal trends. Instead of limiting cereal to
one center store aisle, grocers would be smart to consider
more cross promotions and secondary displays with milk,
yogurt and even prepared foods. (Why not take a page
from the cereal cafe and experiment with new recipes?)
And just as important is getting the right mix of brands
and sizes in the dedicated cereal aisle, especially considering that the average household buys seven cereal
brands in a typical year.
Baldwin notes that General Mills advises its grocery
customers to combine new products with well-known,
established ones on display to maximize sales. “We will
continue to work with our customers to find the best display options for our products in their stores,” he says.
As long as retailers and suppliers work together, there’s
no reason the bowl can’t be on its way to being full.
flavors are a big
draw for consumers.