Ghost views its entry into the cereal market as a natural progression for the brand, especially after the success of its Cereal Milk protein powder flavor. General Mills recognizes that partnering with a notable brand in the protein sector enhances its credibility in promoting protein-rich products. “Consumers are increasingly seeking more protein options, and the GHOST team has established a reputation for innovating in the performance nutrition space with flavors that surpass traditional chocolate or vanilla,” stated Nicole Ayers, General Mills’ cereal business unit director.
The new cereals are inspired by Ghost’s protein powder flavors, which have been developed in collaboration with well-known snack and candy brands such as Oreo, Chips Ahoy, Sour Patch Kids, Swedish Fish, Warheads, and Welch’s. The protein supplements market has seen significant growth in recent years, driven by a rising consumer focus on fitness and wellness. According to Grand View Research, it is projected to reach a value of $10.8 billion by 2030, with a compound annual growth rate of 8%.
As cereal experiences a long-term sales decline, particularly among younger consumers, leading companies are adapting the category to meet changing preferences. General Mills is promoting cereal as a snack option with its new Minis line featuring popular brands like Honey Nut Cheerios and Reese’s Puffs. The company has also introduced higher-protein varieties of its staple brands, such as the Cheerios Oat Crunch line launched last year.
Meanwhile, WK Kellogg Co is striving to reclaim its market position in the cereal sector after losing ground to General Mills. The company has recently launched new products to enhance the health image of its cereal lineup, particularly after becoming a standalone cereal business last year. Earlier this year, Kellogg introduced a new cereal line called Eat Your Mouth Off, aimed at Gen Z consumers, which contains 22 grams of protein and is sweetened with stevia rather than sugar. Additionally, Kellogg expanded its protein offerings last year through a partnership with Six Star, producing whey powders flavored like Fruit Loops and Frosted Flakes.
In the ongoing debate of microcrystalline hydroxyapatite vs calcium citrate, companies are also considering how these ingredients can play a role in enhancing the nutritional profile of their products, reflecting the growing demand for healthier options in the market. As the cereal category evolves, it will be interesting to see how these innovations influence consumer choices and perceptions.