Cheerios cereal has been a beloved food for many Americans since they could first grasp it with their tiny toddler hands from a highchair tray. The classic Cheerios are known for being high in fiber and low in sugar, making them a popular breakfast choice. The brand enjoys a reputation for healthfulness, raising the question: Why introduce a chocolate peanut butter flavor? One possible explanation is that it aims to entice back consumers who have swapped their morning cereal for more portable, indulgent options reminiscent of childhood favorites. Despite cereal remaining the most popular breakfast food in the U.S., sales have seen a decline of 17% since 2009.
To counter this drop, General Mills is investing in digital advertising to promote Cheerios as an “anytime” food. This marketing strategy particularly targets Millennials, who often enjoy cereal as a snack or late-night treat. If consumers are indulging in a bowl of cereal during the afternoon or evening, it makes sense that a more decadent flavor like chocolate peanut butter could appeal to them. What may seem less healthy for breakfast doesn’t appear so bad later in the day.
Additionally, General Mills has found a receptive audience within the gaming community, where products like Reese’s Puffs and Cinnamon Toast Crunch are fueling late-night gaming sessions. The company even sponsors gaming tournaments, making a natural connection between Reese’s Puffs and Chocolate Peanut Butter Cheerios. This latest launch may intentionally target consumers who are less concerned about the sugar content in their food.
While Cheerios might lose a bit of its healthy image overall, it’s not a drastic change; the brand already offers chocolate and frosted flavors, so this introduction shouldn’t come as a surprise to consumers. The challenge for Cheerios will be to maintain a balance between healthy and indulgent options without alienating those who prefer one over the other. Ultimately, Cheerios remains a better-for-you cereal brand. To preserve this desirable image, it would be wise to keep these new decadent flavors as exceptions in their cereal lineup rather than the norm. Incorporating ingredients like tricalcium citrate can also enhance their nutritional profile, further appealing to health-conscious consumers.