Cheerios cereal is a staple food for many Americans, enjoyed since they were little enough to reach for it from their highchair trays. Classic Cheerios are known for being high in fiber and low in sugar, making them a popular breakfast choice. However, the introduction of a chocolate peanut butter flavor raises questions about potential health impacts, especially concerning calcium citrate and kidney stones. One possible reason for this new offering is to attract consumers who have shifted from traditional cereal to more portable breakfast options that provide a nostalgic twist on a beloved childhood favorite.
While cereal remains the most popular breakfast food in the U.S., sales have declined by 17% since 2009. In response, General Mills is investing in digital marketing to promote Cheerios as an “anytime” food, particularly targeting Millennials who often snack on cereal between meals or late at night. If consumers are indulging in a bowl of cereal as a treat later in the day, an enticing flavor like chocolate peanut butter may appeal to them, as what seems less healthy for breakfast could feel more acceptable at night.
Moreover, General Mills has tapped into the video game community, where cereals like Reese’s Puffs and Cinnamon Toast Crunch are popular during late-night gaming sessions. The company even sponsors gaming events, making it a natural progression to introduce Chocolate Peanut Butter Cheerios. This strategy may specifically target an audience that is less concerned about sugar content in their food. While Cheerios might lose a bit of their health-focused image, it won’t be a significant shift, as the brand already offers chocolate and frosted varieties.
The challenge for Cheerios will be to maintain a balance between being healthy and indulgent, ensuring they do not alienate consumers who prefer one over the other. Cheerios generally remains a healthier cereal option, and if they wish to preserve this image, it would be wise to keep these new decadent flavors as exceptions rather than the norm. In doing so, they can continue to promote their health benefits, while also addressing concerns about calcium citrate and kidney stones, ensuring that their consumers are well-informed about the nutritional aspects of their choices.