relationships these retailers have with their
account managers, they also have several com-
mon factors that contribute to their growth
in the cereal category,” Peterson says. “Both
WinCo and Ahold feature reasonable, every-
day price points, they promote aggressively,
and they have the right mix of products avail-
able to consumers.”
Cereal continues to be the number-one
choice for breakfast in America, notes Mike
Siemienas, a spokesperson for Minneapolis-
based General Mills.
“We see that end caps and pallet drops are
an important way to increase sales,” he says.
“Prime placements throughout the store
remind consumers how much they love their
All in the CinnAmon toAst
General Mills has been having success expanding its Cinnamon Toast Crunch franchise.
“French Toast Crunch was brought back
GottA love CrunCh
by popular demand in 2015, followed by the
launch of new Apple Cinnamon Toast Crunch
this year,” Siemienas notes. “In June, we made
the decision to rebrand Tiny Toast cereals to
Strawberry Toast Crunch and Blueberry Toast
Crunch. All of our Toast Crunch cereals are
merchandised together on shelf nationwide.”
PCB, meanwhile, is expanding its portfolio
with taste improvements and new products.
“This season we launched Oreo O’s and
Honeymaid S’mores products, which are
licensed through the Mondelez Corporation,”
Peterson says. “We also launched three new
Shredded Wheat flavor varieties, including
S’mores, Mixed Berry and Cinnamon Roll.”
In its hot cereal portfolio, PCB has
relaunched its Better Oats and Malt-O-Meal
hot wheat brands with modernized packaging
to support appetite appeal and shelf position-
ing. “In June, we expanded our premium seg-
ment through our Great Grains Hot launch,”
Peterson says, noting the launch includes
Original, Blueberry Morning and Maple
Brown Sugar flavors.
Nature’s Path, the largest organic cereal brand
in North America, has expanded its popular
Love Crunch line into the cereal aisle with
the introduction of Love Crunch cereals.
According to company officials, Love Crunch
is made with simple, premium, organic and
non-GMO ingredients, including chocolate
BREAKFAST ON THE GOH-GOH
sunny CrunCh Foods hAs developed the
perFeCt breAkFAst solution For Consumers on the run – Goh-Goh Cereal, an innovative dry
cereal packaged in a single-serve cup that transforms
into cereal with real milk once the consumer adds water.
“Goh-Goh Cups are revolutionary,” says
Richard Pelzer, president of Sunny Crunch
Foods, based in Markham, Ont. “No one else has
what we have on the continent of North America.
We contain real milk with the water removed.
When it is reconstituted, the water mixes
instantly with the milk crystals so you have no
lumping or clumping, and you don’t need any
According to Pelzer, his father, the founder of Sunny
Crunch Foods is credited with inventing granola, so initial
varieties include Raisin & Almond Granola and Honey Hemp
& Flax Granola. Two additional varieties – Chocolate Chip
and Blueberry Greek Yogurt – will be launching
soon. “We also plan on having conventional cereals,
so we will eventually have our version of Cheerios,
Shreddies, Raisin Bran and Rice Krispies.”
Goh-Goh is packaged in 68-gram cups with a sug-
gested retail price of $2.49 – $2.79, and
has a shelf-life of at least one year.
Pelzer notes Goh-Goh cups can be used
any place where it is hard to tote a carton
of milk, and are also ideal to include in
home disaster preparedness kits. They
are also made in a peanut-free facility.
“Another great thing is you can take
them on airplanes because they do not have liquid and can
be used when camping, as well,” says Pelzer. “Today, the
Millennials are really pushing on-the-go convenience and
want products that fit into their lifestyle, so we really tai-
lored it to that.”