Friday, August 1, 2014

Cereal for dinner anyone?

With cereal volume sales declining or flat every year since 2000, both General Mills and Kellogg's have announced new sales initiatives in the past few months.  Among these is the move to market cereal for non-breakfast occasions.  Currently around 20% of cereal eating happens outside of breakfast.  But companies see potential for growth. 

For instance, Cinnamon Toast Crunch is a popular snack for 20 & 30 somethings to eat while playing video games at night.  So, the brand sponsored a videogame conference last year.  (Nassauer, 2014)

What do you think?  Would you like some Fruit Loops for your afternoon snack?

Nassauer, S. (2014, June 18)  Pitching Cereal for Dinner and Late Nights.  Retrieved 7/31/14, from,


  1. I think this is a great idea (and I LOVE cereal!). The brands that get ahead with this kind of messaging definitely have the opportunity to grow sales. What Cinnamon Toast Crunch did was very smart.

  2. I agree with Erin, I used to eat cereal when I'm working late in the office. Not fruit loops but something healthier =)

    Cereal could easily be marketed as just a go-to snack like almonds rather than just for breakfast. Would be interesting to see what other events will Cinnamon Toast Crunch sponsor next.