The new Froot Loops variety is unlikely to meaningfully improve the cereal operations at Kellogg, but it's a step in the right direction. Teresa Lindsey-Houston, senior marketing director for Kellogg's m orning f oods, touted the reach of the new Froot Loops cereal in a statement noting that the product could be consumed "throughout the day. It also reported that taste usually trumps nutrition when it comes to cereal. A recent Mintel study found more than 56% of millennials eat cereal at home in between meals, compared to just 32% of baby boomers. And last year, Post introduced Chips Ahoy! and Nutter Butter cereals and General Mills produced Lucky Charms Frosted Flakes, Chocolate Peanut Butter Cheerios and Cinnamon Toast Crunch shredded wheat.Įven though adult shoppers may prefer healthier options, their love for indulgent cereals as a novelty snack or dessert remains strong. Kellogg recently brought back the well-received Chocolate Frosted Flakes, while Post Holding's Oreo O's also has made a comeback after a 10-year absence. Froot Loops, which can bring back childhood memories for millennials now becoming parents, joins other cereals with a tilt toward the heyday of the morning food. While many consumers are leaving cold cereal on the shelves for more convenient, on-the-go and nutritious breakfast options, cereal makers have found a crucial sticking point: nostalgia topped with sugar. Kellogg hopes the new cereal flavor will boost its soggy morning food sales, a market the Michigan company said remains "soft."
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