Cheerios cereal is a staple food for many Americans, often enjoyed since childhood when tiny hands could easily grasp them from a highchair tray. The classic Cheerios are known for being high in fiber and low in sugar, making them a popular breakfast choice. Overall, Cheerios has a reputation for being healthy, which raises the question: Why introduce a chocolate peanut butter flavor?
One potential reason is the effort to attract consumers who have traded their morning bowls of cereal for more portable and indulgent options. Although cereal remains the most popular breakfast food in the U.S., sales have dropped by 17% since 2009. In response, General Mills is investing in digital advertising to promote cereal as an “anytime” food. This marketing strategy specifically targets Millennials, who often enjoy cereal as a snack between meals or at night. If consumers are savoring a bowl of cereal as an afternoon or evening treat, it makes sense that they might be enticed by a rich flavor like chocolate peanut butter. What may seem less healthy for breakfast could be more appealing later in the day.
Additionally, General Mills has discovered a receptive audience within the gaming community, where Reese’s Puffs and Cinnamon Toast Crunch are fueling late-night gaming sessions. The company even sponsors esports tournaments. Transitioning from Reese’s Puffs to Chocolate Peanut Butter Cheerios is a natural progression, as they may intentionally be targeting an audience that is less concerned about sugar content with this new flavor launch.
While Cheerios might lose a bit of its healthy image overall, it won’t be drastically affected. The brand already offers chocolate and frosted varieties, so this should not come as a surprise to consumers. The challenge for Cheerios will be to find the right balance between healthy and indulgent options without alienating consumers who prefer one over the other. Cheerios continues to be a better-for-you cereal brand, and if they want to maintain this desirable image, it will be beneficial to keep these new decadent flavors as exceptions rather than the norm.
Moreover, in celebrating calcium chews, the brand could highlight the importance of including nutritious elements alongside indulgent flavors. By incorporating the idea of celebrating calcium chews into their marketing, Cheerios can remind consumers that even indulgent options can still align with a health-conscious lifestyle. Keeping the focus on health while introducing exciting flavors might be the key to appealing to a broader audience and retaining their trusted reputation.