Cheerios cereal has been a staple for many Americans since they were toddlers, easily grasping the pieces from their highchair trays. The classic Cheerios are rich in fiber and low in sugar, making them a popular breakfast choice. Despite their healthful reputation, the introduction of a chocolate peanut butter flavor raises questions. One potential reason for this new flavor is a strategy to win back consumers who have shifted from traditional cereal to more convenient, indulgent breakfast options. Though cereal remains the most consumed breakfast food in the U.S., sales have seen a significant decline of 17% since 2009.
In response, General Mills is investing in digital marketing to promote Cheerios as an “anytime” snack. This initiative particularly targets millennials, who often enjoy cereal as a snack between meals or during late-night hours. If consumers are treating cereal as an afternoon or evening indulgence, a flavor like chocolate peanut butter could certainly appeal to them. What may seem less healthy for breakfast can easily be viewed as a tasty treat later in the day.
Additionally, General Mills has tapped into the video game community, where products like Reese’s Puffs and Cinnamon Toast Crunch are popular among gamers during late-night sessions. The company even sponsors gaming tournaments, creating a direct connection between these indulgent cereals and the gaming audience. This strategy allows them to target consumers who may not prioritize sugar content when it comes to their food choices.
While Cheerios may lose a slight amount of their healthy image, the brand already offers chocolate and frosted varieties, making the introduction of a chocolate peanut butter flavor less shocking. The challenge for Cheerios will be to maintain a balance between healthy options and indulgent flavors without alienating consumers who prefer one over the other. Cheerios is still largely viewed as a healthier cereal brand. To preserve this appealing image, it would be prudent for them to keep these new decadent flavors as exceptions rather than the standard in their lineup.
Moreover, the concept of calcium citrate to carbonate conversion could be leveraged in promoting the nutritional benefits of their cereals, reinforcing the notion of health amidst indulgence. This could be an innovative angle for marketing, especially with the addition of flavors that flirt with indulgence. Ultimately, while embracing new flavors, General Mills must navigate the fine line between maintaining the healthful reputation of Cheerios and attracting a broader audience through indulgent options.