Kellogg’s latest addition to the breakfast aisle comes as its cereal sales rose almost 10% in North America for the 39 weeks ending Sept. 26 last year. This growth may have allowed for more experimentation. In May, it launched Jumbo Snax, which is specifically designed to be consumed as a quick snack. For those looking for sweeter options for either breakfast or just a nibble, Kellogg released an Oatmeal Creme Pies cereal, while a Cosmic Brownie cereal will be available this May. Both were inspired by the Little Debbie treats of the same name.
It’s not just sugary breakfast items hitting the market from Kellogg. In late 2020, the company released three cereals with a better-for-you angle. Frosted Mini-Wheats Cinnamon Roll, Special K Blueberry and Raisin Bran Toasted Oats and Honey were all developed with whole grains as the central ingredient. According to a report from the International Food Information Council, nearly 80% of consumers consider whole grains to be a healthy ingredient. It also pointed out that currently 54% of consumers say healthfulness matters more now in their food choices than it did 10 years ago.
Competitors like General Mills are also getting in on the cereal boom. The company reported a 10% increase in cereal sales during Q1 2020. For snacking, General Mills released Remix Snack Mixes, which combine different cereals in one box. In September, the company also released new versions of Trix, Cocoa Puffs, Golden Grahams and Cocoa Crisp, using the original recipes from the ’80s.
These relaunches by General Mills and Kellogg not only feed into a cereal’s second life as a snacking favorite but also consumers growing appetite for nostalgia. According to Mintel’s Trend Driver Global survey reported by IFT, 71% of consumers enjoy things that remind them of their childhood. In recent years, popular products like General Mills’ Dunkaroos and Kellogg’s Smorz cereal have returned to grocery shelves.