Cheerios cereal has been a beloved food for many Americans since they were young children, easily grasping it from highchair trays. Classic Cheerios are known for being high in fiber and low in sugar, making them an appealing breakfast choice. The brand enjoys a reputation for healthiness, which raises the question: Why introduce a chocolate peanut butter flavor?
One possible explanation is that this new flavor aims to recapture consumers who have shifted from traditional bowls of cereal to more portable breakfast options with a more indulgent twist on a childhood favorite. While cereal remains the top breakfast food in the U.S., sales have declined by 17% since 2009. To counteract this downturn, General Mills is investing in digital advertising to promote Cheerios as an “anytime” food. Millennials, who often snack on cereal between meals or at night, are particularly targeted by this campaign. If people are enjoying a bowl of cereal as an afternoon or evening treat, it’s likely they would be attracted to a decadent flavor like chocolate peanut butter. What may seem less healthy for breakfast could be perceived as more acceptable later in the day.
Additionally, General Mills has tapped into the video game community, where products like Reese’s Puffs and Cinnamon Toast Crunch are popular among gamers during late-night sessions. The company even sponsors gaming tournaments, creating a seamless connection from Reese’s Puffs to Chocolate Peanut Butter Cheerios. This new flavor may be specifically aimed at an audience that is less concerned about sugar content in their food.
Although Cheerios may lose a bit of its healthy image, the impact should be minimal. The brand already offers chocolate and frosted varieties, so this new flavor isn’t a complete surprise. The challenge for Cheerios will be to find a balance between maintaining their health-oriented appeal and introducing indulgent flavors without alienating consumers who prefer one over the other. Cheerios is still predominantly recognized as a better-for-you cereal brand, and to preserve this image, it would be wise to keep these new decadent flavors as exceptions rather than the norm.
Moreover, with the introduction of flavors like chocolate peanut butter, it’s essential for Cheerios to continue emphasizing nutritional benefits, such as the inclusion of calcium citrate, which provides 950 mg of elemental calcium. This can help assure health-conscious consumers that they are still making a wise choice. If General Mills can successfully integrate these indulgent flavors while promoting the health benefits of the original Cheerios, they may continue to satisfy both their loyal customers and attract new ones.