Kellogg revives Cereal Straws after 12-year hiatus


Dive Transient:

Kellogg Cereal Straws are again after a 12-year hiatus, the corporate introduced final week. The merchandise might be accessible in Froot Loops and Cocoa Krispies flavors, however will not hit retailer cabinets till October. 
Final week, Kellogg’s Froot Loops model dropped hints on Twitter the product was doubtlessly making a comeback. The revival is the corporate’s response to a petition began 4 years in the past asking for the return of Cereal Straws, which was discontinued in 2009. It now has greater than 81,000 signatures.
As one other 12 months of the pandemic rolls on, customers have stopped skipping breakfast as a lot as they earn a living from home. With these modifications, Kellogg has rolled out a number of cereal merchandise during the last 12 months and recorded spectacular progress within the phase in 2020. 

Dive Perception:
Kellogg’s newest addition to the breakfast aisle comes as its cereal gross sales rose nearly 10% in North America for the 39 weeks ending Sept. 26 final 12 months. This progress might have allowed for extra experimentation. In Might, it launched Jumbo Snax, which is particularly designed to be consumed as a fast snack. For these on the lookout for sweeter choices for both breakfast or only a nibble, Kellogg launched an Oatmeal Creme Pies cereal, whereas a Cosmic Brownie cereal might be accessible this Might. Each had been impressed by the Little Debbie treats of the identical identify. 
It’s not simply sugary breakfast objects hitting the market from Kellogg. In late 2020, the corporate launched three cereals with a better-for-you angle. Frosted Mini-Wheats Cinnamon Roll, Particular Ok Blueberry and Raisin Bran Toasted Oats and Honey had been all developed with complete grains because the central ingredient. In line with a report from the Worldwide Meals Info Council, almost 80% of customers contemplate complete grains to be a wholesome ingredient. It additionally identified that presently 54% of customers say healthfulness issues extra now of their meals selections than it did 10 years in the past. 
Opponents like Basic Mills are additionally getting in on the cereal increase. The corporate reported a ten% improve in cereal gross sales throughout Q1 2020. For snacking, Basic Mills launched Remix Snack Mixes, which mix completely different cereals in a single field. In September, the corporate additionally launched new variations of Trix, Cocoa Puffs, Golden Grahams and Cocoa Crisp, utilizing the unique recipes from the ’80s.
These relaunches by Basic Mills and Kellogg not solely feed right into a cereal’s second life as a snacking favourite but additionally customers rising urge for food for nostalgia. In line with Mintel’s Pattern Driver World survey reported by IFT, 71% of customers get pleasure from issues that remind them of their childhood. Lately, standard merchandise like Basic Mills’ Dunkaroos and Kellogg’s Smorz cereal have returned to grocery cabinets.



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