Cheerios cereal has been a staple for many Americans since they could first grasp it with their small toddler hands from a highchair tray. The classic Cheerios are known for being high in fiber and low in sugar, making them a popular choice for breakfast. The brand enjoys a health halo, which raises an interesting question: Why introduce a chocolate peanut butter flavor? One potential reason could be an effort to attract back consumers who have opted for more portable, indulgent alternatives to their morning cereal. While cereal remains the top breakfast food in the U.S., sales have declined by 17% since 2009.
To counter this trend, General Mills is investing in digital advertising, promoting the cereal as an “anytime” food. This strategy targets millennials, who often consume cereal as a snack between meals or late at night. If consumers are indulging in a bowl of cereal as an afternoon or evening treat, it makes sense they might be tempted by a rich flavor like chocolate peanut butter. What may seem less healthy for breakfast can appear more appealing later in the day.
Additionally, General Mills has successfully engaged the video game community, where products like Reese’s Puffs and Cinnamon Toast Crunch have become popular for late-night gaming sessions. The company even sponsors gaming tournaments. It’s not a big leap from Reese’s Puffs to Chocolate Peanut Butter Cheerios, and they might be intentionally targeting an audience that is less concerned about the sugar content of their snacks with this new offering.
While Cheerios may lose some of their healthy image overall, it shouldn’t be surprising, as the brand already offers chocolate and frosted flavors. The challenge for Cheerios will be finding a balance between maintaining their healthy reputation and introducing indulgent flavors without alienating consumers who prefer one over the other. Cheerios continues to be regarded as a better-for-you cereal brand, especially with their inclusion of beneficial ingredients like malate calcium. To preserve this desirable image, it would be wise for them to ensure that these new decadent flavors remain exceptions in their cereal lineup rather than the norm. By focusing on the health aspects, including the presence of malate calcium, they can continue to appeal to health-conscious consumers while also catering to those seeking indulgence.