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Across the Pond: Three new cereal brand product launches in US retail

As a UK product developer, it’s always a good idea to have one eye on the US market. There are often similarities in terms of major trend trajectories and, depending on your category, the UK can be a good few years behind their cousins across the pond when it comes to widespread consumer interest.

Plant based meat alternatives and CBD being two that spring to mind.

That’s not to say everything launched over there will soon become a mega-hit in the UK, but a fair grasp of US NPD and latest product launches can sometimes yield a fair bit of ideation, be it with ingredients, formats or even branding.

This week, we’re talking about cereal brands, with three new products going off over the past week.

Nestlé Health Science turns iconic cereals into breakfast beverages

Four classic US cereals have had the convenience treatment, with a three-way collaboration between Nestlé, Kellogg’s and General Mills producing a range of cereal-flavoured breakfast drinks for the former’s Carnation Breakfast Essentials line.

Hailed as a “game changing collaboration in breakfast”, the new flavours include Kellogg’s Froot Loops, Krave and Frosted Flakes, as well as General Mills’ Golden Grahams.

The collaboration was fronted by Nestlé Health Science (NHSc), a wholly owned subsidiary of Nestlé.

Key base ingredients include water, glucose syrup, milk protein concentrate, soy protein isolate, sugar and canola oil (2%).

“We are excited to collaborate with these iconic brands to bring new and exciting flavours to the Carnation Breakfast Essentials Nutritional Drinks portfolio,” said Abigail Buckwalter, vice president of marketing at Nestlé Health Science USA.

“It’s especially important for growing kids and teens to get the protein, vitamins and minerals they need. And, if it tastes great, even better.”

The Carnation Breakfast Essentials brand offers convenient nutrient-packed breakfast drinks, designed for families, with each 237ml bottle containing 10g of protein and 20% or more of the daily value for 21 vitamins and minerals, including calcium, vitamin D and vitamin C.

Pebbles cereal ice cream

Pebbles Light Ice Cream lands

Post Consumer Brands has introduced two light ice creams to mark the 50th birthday of their cereal brand Pebbles.

The first flavour, Fruity Pebbles, features a fruity cereal milk light ice cream with rice cereal bits and a fruity swirl.

The second, Cocoa Pebbles, is made with both chocolate and cereal milk light ice creams swirled together, with chocolate-coated rice cereal pieces.

“Fans of Fruity and Cocoa Pebbles cereal who also savor the milk at the bottom of their bowls are going to love these new Fruity and Cocoa Pebbles light ice creams,” said Amy Brothers, Pebbles cereal brand manager at Post Consumer Brands.

“As a brand that has inspired kids and kids-at-heart for 50 years, we thought it would be fun to churn fans’ favorite flavors into a frozen treat that will take the Pebbles cereal eating experience to a new level.”

According to Post Consumer Brands, the new Pebbles light ice creams contain half the fat and one third fewer calories than regular ice cream.

Cheerios heart shaped

Cheerios brings back happy-heart shapes

General Mills have reintroduced heart shapes for its Honey Nut Cheerios and original yellow-box Cheerios, along with new additional flavours – Blueberry, Chocolate and Cinnamon.

The happy-heart shaped Cheerios first appeared in last year to help spread awareness of America’s heart health and inspire a healthy lifestyle.

“When we launched the happy-heart shaped O’s last year, it helped to educate millions of our fans about the importance of not only following a heart-healthy diet, but also about the benefits of eating Cheerios,” said Kathy Dixon, Senior Brand Experience Manager at Cheerios.

The limited-edition Cheerios boxes with happy-heart shapes launched into major US retailers nationwide in late January.

Tom Gatehouse
Tom is the editor of Pure NPD Insights. He previously spent three years at William Reed’s food insight platform Food Spark, was the co-founder and editor of The Cream, is a former Restaurant magazine columnist and has had chef training in fifty of the best restaurants in the UK and Europe.

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