- Kellogg has introduced Wild Berry Froot Loops. The cereal giant said the new product balances sweet and fruity berry flavors and adds a purple star to the cereal's red, blue and green loops.
- The cereal giant said the Froot Loops variety is the brand's first new flavor in a decade.
- The product will be available nationwide at a suggested retail price of $4.69 to $5.79 per box, the company said.
Kellogg hopes the new cereal flavor will boost its soggy morning food sales, a market the Michigan company said remains "soft."
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. 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.
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. 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.
Even though adult shoppers may prefer healthier options, their love for indulgent cereals as a novelty snack or dessert remains strong. A recent Mintel study found more than 56% of millennials eat cereal at home in between meals, compared to just 32% of baby boomers. It also reported that taste usually trumps nutrition when it comes to cereal.
Teresa Lindsey-Houston, senior marketing director for Kellogg's morning foods, touted the reach of the new Froot Loops cereal in a statement noting that the product could be consumed "throughout the day ... no matter when or where it's opened."
The new Froot Loops variety is unlikely to meaningfully improve the cereal operations at Kellogg, but it's a step in the right direction. For cereal makers, the most likely outcome to stabilize the business is to have a portfolio that includes both better-for-you and sugary versions, all of which can be easily consumed throughout the day. This will allow Kellogg, General Mills and Post to attract not only those looking to eat better but wanting an occasional treat.