As temperatures begin to cool, Kellogg is sweetening up mornings. The cereal giant is introducing two new products to enhance breakfast and snack times. Kellogg’s Krave is launching a new flavor in its breakfast range: Double Chocolate Brownie Batter. For snacking, Kellogg has added marshmallows to its Froot Loops Jumbo Snax pouches.
“Whether it’s parents or kids craving something sweet and chocolatey or something fruity and crunchy, Kellogg’s Krave Double Chocolate Brownie Batter Cereal and Kellogg’s Froot Loops with Marshmallows Jumbo Snax are the ultimate treats,” said Laura Newman, senior director of brand marketing at Kellogg.
Krave has long been an indulgent cereal aimed at chocolate lovers, featuring a crispy exterior with a chocolate filling. It’s not surprising that Kellogg has found a way to enhance its chocolate flavor further. The new offering is entirely chocolate-based, boasting a chocolate outer layer filled with brownie batter-like filling. Moreover, the addition of marshmallows to Froot Loops Jumbo Snax—larger versions of the colorful fruity Os designed for post-breakfast enjoyment—raises the sweetness factor significantly.
These new products reflect a trend in the cereal market towards more indulgent morning options. In recent years, cereal aisles in grocery stores have increasingly resembled dessert sections, filled with items like Little Debbie snack cakes, Hostess treats, Sour Patch Kids, Funfetti cake, and Peeps. Executives and analysts suggest that the sugar rush is a strategy cereal companies are employing to boost sales. However, as consumers become more mindful of nutrition labels, one must question whether these cereal offerings are adding too much sweetness to breakfast. For instance, a bowl of the new Krave variety contains 24 grams of added sugar, which is 28% of the recommended daily intake, with chocolate-flavored filling and sugar as the top two ingredients.
A report from FONA International last year indicated that half of consumers aged 24 and older are attempting to cut back on their overall sugar consumption. While this demographic may not be the primary target for Kellogg’s new products, they likely represent the parents of those who will enjoy the cereals. Children are likely to be drawn to the extra chocolate and marshmallows, but their parents will need to consider how much sugar is appropriate.
In another exciting development, Stony Creek Brewery has teamed up with Bigelow Tea to create innovative tea-infused beers. Named No Comment and Carpe Tea-em, these mark the first beer collaboration between the two Connecticut-based companies. No Comment is a German-style lager infused with Bigelow’s “Constant Comment,” which combines black tea, orange peel, and sweet spices. Carpe Tea-em, a Hefeweizen, features the bright citrus aroma and flavor of bergamot from Bigelow’s Earl Grey Tea.
To infuse the tea into the beer, the unfermented brew is boiled before adding hops, providing the perfect opportunity to steep the tea. “Partnering with Stony Creek Brewery allows us to think beyond our core business,” said Cindi Bigelow, third-generation president and CEO of Bigelow Tea. “We are excited to see where this collaboration leads us in the future.”
The craft beer market has been a fertile ground for incorporating unique ingredients like Bigelow’s renowned tea. With over 9,000 craft breweries—nearly double the number from seven years ago, according to the Brewers Association—creativity has become essential for differentiation. For instance, Oskar Blues has collaborated with French’s Mustard to produce French’s Mustard Beer, while Harpoon Brewery and Dunkin’ have joined forces to create donut-infused beers such as Harpoon Dunkin’ Pumpkin Spiced Latte Ale, Boston Kreme Stout, and Jelly Donut IPA.
In the realm of plant-based foods, GrownAs Foods has launched a new line of mac and cheese that caters to vegan consumers. The ingredients include potato and coconut flour, nutritional yeast, smoked paprika, and provide 10 grams of protein per serving, along with a calcium content of 315 mg. Available in Classic and Truffle flavors, the product is sold in two-box bundles on the brand’s website for $12 to $16 and can also be found on Amazon and at select grocery stores. GrownAs Foods emphasizes its eco-friendly packaging, with a recyclable box and a 100% compostable pouch.
“I’ve been vegan for over five years and never found a mac and cheese that I enjoyed or that my children would eat,” said David Delcourt, founder and CEO of GrownAs Foods. “We kept envisioning a mac and cheese that everyone at the table could enjoy, so we created it from scratch.”
GrownAs Foods is a subsidiary of Seed Ranch Flavor Co., known for its hot sauces. Beyond mac and cheese, the brand also offers vegan cheese powder. Other newcomers in the mac and cheese category are adapting the dish to appeal to modern, health-conscious consumers who prioritize sustainability. Goodles, which launched in 2021, incorporates various plant-based ingredients like mushrooms, kale, and pumpkin in its mac and cheese offerings, including a vegan variety with 12 grams of protein per serving.
As the demand for plant-based alternatives increases, brands like Annie’s are successfully introducing dairy-free options. Kraft also debuted a vegan version of its iconic Mac & Cheese in Australia in 2021, highlighting a growing trend in the market.