General Mills boosts cereal lineup with Loaded line

Dive Brief:

• General Mills is giving consumers a new way to enjoy some of its most popular cereals by launching a new line of cereal called Loaded. The new varieties of Cocoa Puffs, Cinnamon Toast Crunch and Trix are filled with a pocket of vanilla crème flavoring.
• The Minnesota-based company’s new line of cereals is a bit reminiscent to Kellogg’s popular Krave brand which contains a chocolate filling.
• As the cereal category struggles to foster growth, giants in the space are aiming for new innovations to win back consumers and fit new occasions.

Dive Insight:

Cereal giants have been watching for years as consumers ditch breakfast food for a variety of reasons, including its reputation as a sugar-laden meal. Also, hectic mornings are leaving less time to sit down at home for a meal at a table. At the same time, snacking has proven to be increasingly lucrative for companies across the CPG space, and consumers are looking for innovative, fresh products on their grocery trips.

To remain relevant, major players are pivoting their approach to cereal and innovating their household name brands to fit new occasions.

With its newest launch, General Mills is testing unique flavors and sizes to offer an array of cereal formats. Last month, the company debuted a variety of new cereal offerings, including Trix with Marshmallows and Honey Nut Cheerios Minis, which were designed to be enjoyed either with milk or without, as a snack. The new Loaded cereals can also be consumed as a snack for on-the-go consumers.

“We knew we had an opportunity to bring the brands fans love, but bigger and bolder,” said Brandon Tyrrell, the senior marketing communications manager at General Mills, said in the press release. “LOADED brings even more fun and flavor to the breakfast table to help our fans max out on life starting the moment they wake up.”

As consumers renegotiate their relationship with cereal and better-for-you brands like Magic Spoon gain market share, giants in the space are also debuting cereals that offer wellness benefits. Last year, Post debuted Sweet Dreams, a line of cereals that contain vitamins and an herbal blend, designed to promote restfulness among sleep-deprived consumers.

Giants in the cereal space are also looking into other food categories. WK Kellogg Co CEO Gary Pilnick told Food Dive last fall the new business will expand its offerings beyond cereal in the coming years.