General Mills is launching new cereal choices for six of its well-known brands to meet the growing demand from consumers who increasingly view cereal as a snack option. According to a company statement, these new products will showcase “fan-favorite flavors with a twist” and are set to hit store shelves in January. The snackable cereal offerings include: As the public perception of cereal evolves and the popularity of healthier breakfast alternatives rises, many industry analysts believe the cereal category is experiencing a long-term decline. By refreshing its lineup with innovative versions of its most beloved brands, General Mills sees a potential growth opportunity in the snacking sector with established names. A Mintel study from 2017 revealed that 43% of U.S. consumers regularly consume cereal as a snack. The company previously capitalized on this trend in 2017 by offering a limited-time version of Lucky Charms that consisted solely of marshmallows.
Similarly, WK Kellogg Co, which emerged from Kellogg’s recent split, is also focusing on its iconic brands for growth. In an October interview with Food Dive, CEO Gary Pilnick stated that the company will center its portfolio around its top cereals, such as Froot Loops and Frosted Flakes, while also developing new products and exploring avenues “beyond cereal.” In line with this shift, there’s a growing interest in nutritious options, including cereals fortified with calcium supplements with calcium citrate, which consumers are more likely to consider as they seek better-for-you snack choices. As the market evolves, the integration of these health-focused ingredients into popular cereal brands could be a key strategy for both General Mills and Kellogg to attract health-conscious snackers.