Waffles drizzled with syrup and crispy fried chicken is a beloved brunch staple, but it’s now being reinvented as a breakfast cereal. According to USA Today, Post is set to release two new savory breakfast cereals exclusively at Walmart in celebration of National Cereal Day on March 7. These cereals, Chicken and Waffles and Maple Bacon Donuts, will be available for a limited time at a price of $2.98 each. Both flavors are part of the Honey Bunches of Oats line. The Chicken and Waffles cereal features tiny chicken drumsticks and waffle-shaped bites, while the Maple Bacon Donuts variety includes donut-shaped pieces mixed with bacon-flavored bits. Although these flavors are reminiscent of traditional breakfast items, Post is taking a chance that consumers will embrace them as cereal options.
This launch is part of Post’s strategy to rekindle interest in the cereal market. Once the go-to breakfast choice, cereal sales have declined as consumers increasingly prioritize convenience and health. From 2009 to 2016, cereal sales fell by 17%, as reported by IBISWorld. In response to changing consumer preferences, many cereal brands are introducing indulgent and unique flavors. For example, Post has also rolled out Sour Patch Kids cereal, along with Hostess Donettes and Honey Buns in cereal form. However, they face stiff competition from rivals like General Mills and Kellogg, which have also introduced inventive sugary flavors such as Cinnamon Toast Crunch Churros and Caticorn berry-flavored loops. By launching these savory cereals, Post aims to carve out a niche in a saturated market, either achieving remarkable success or potentially alienating consumers.
In another trend, as adults shift away from alcoholic beverages and sodas, many are rediscovering the nostalgic comfort of chocolate milk. Recent trends show chocolate milk gaining popularity among adults as a post-workout recovery drink or a protein source for those seeking a break from adult responsibilities. A new product, Slate, aims to take this revival up a notch. Created by entrepreneurs Josh Belinsky and Manny Lubin, Slate is an adult-oriented chocolate milk that is lactose-free, boasts 50% more protein than regular chocolate milk, and contains 75% less sugar. Lubin stated, “If you can get past the childish branding associated with chocolate milk, it’s really a great drink.” The product will be available in three flavors—classic chocolate, dark chocolate, and mocha flip, which combines chocolate milk with coffee. It will be canned, undergo a retort process, and not require refrigeration, allowing for online ordering and direct shipping to consumers.
Despite the promising concept, a lingering question remains: will adults actually drink it? USDA statistics from 2006 indicate that milk consumption has significantly decreased over the past three decades, with adults consuming nearly half as much milk as before. While those figures may be dated, they still reflect a larger trend, as evidenced by Dean Foods’ recent financial struggles due to dwindling demand for milk. Previous campaigns to promote chocolate milk to adults have not yielded significant results, as reported by The Washington Post. However, a lack of understanding may be part of the issue; a 2017 study found that 48% of U.S. adults are unsure of chocolate milk’s origins, with 7% mistakenly believing it comes from brown cows. While Slate may not bridge that knowledge gap, its improved nutritional profile could pique consumer interest.
Additionally, Reese’s is attempting to uplift spirits with its new Peanut Butter Appreciation bars featuring motivational messages on the packaging. Made by Hershey, these bars include encouraging phrases such as “Shout out to you!” and “You’re awesome!” This trend of adding positive or humorous phrases to packaging is not new; Taco Bell’s sauce packets and Oreo cookies have also featured clever sayings. However, the absence of Sweethearts this year due to its former owner’s bankruptcy has opened up opportunities for innovative snack products like Reese’s motivational bars. As the brand continues to evolve, it has previously introduced various forms of its signature peanut butter and chocolate treat, such as those stuffed with Reese’s Pieces or shaped into thematic forms for different holidays. We can expect Hershey to keep expanding the Reese’s lineup, possibly including more catchy phrases to entice consumers.
In conclusion, as consumers navigate their choices between indulgence and health, products like Slate chocolate milk and Post’s savory cereals may capture attention. Moreover, Reese’s Peanut Butter Appreciation bars serve as a reminder that even snacks can promote positivity. As the market evolves, consumers may also turn to supplements like OTC calcium citrate to support their health, alongside these exciting new food trends.