Will you stop by Kellogg's Cafe for some cereal?

On July 4th Kellogg is opening a cereal cafe in Times Square.  They'll offer cereal treats created by Christina Tosi, chef and owner of the Milk Bar bakeries.  Diners can also make their own dishes using ingredients such as lime zest and pistachio nuts. 

In a totally retro move the cafe will use an "automat" format with customers picking up orders through cabinet doors.

And there will be surprises in each order, just like in cereal boxes, occasionally something bigger - like Hamilton tickets. (2016, Lukovitz)

So, what do you think?  Will you go to the cafe?  Will you eat more cereal afterwards?  Have you gone to Chobani's store in Soho?

Lukovitz, K. (2016, June 30)  Kellogg Opening Millennial-Friendly Cereal Cafe.  mediapost.com.  Retrieved July 1, 2016, from  http://www.mediapost.com/publications/article/279373/kellogg-opening-millennial-friendly-cereal-cafe.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=94299

Did you have Froot Loops for breakfast this morning?

Maybe you just went for the leftover turkey.   But according to Kellogg's their core cereal brands, especially Froot Loops, are experiencing an upward trend in 2015, and in the past 4 weeks in particular. (Lukovitz, 2015)

Why?  You guessed it.  Millennials love cereal.  In fact, they purchase more cereal than any other generation.  But they aren't necessarily eating it at breakfast.  30 - 36% of cereal consumption takes place at other times of the day.  Convenient snacking is part of the appeal, but apparently cereal for dinner is making a comeback.  (I had lots of Boomer friends who did that in the 80's.)

I'm having a little trouble reconciling this trend with what I thought was a trend toward a more natural approach to eating.  Clearly anything that comes in a bag, box, or can is processed. 

So what gives?  Are Millennials not as interested in health as they claim to be?  Or do they see eating Froot Loops as a better alternative than potato chips?  And is it?

What about you?  Are you a cereal eater?  When?

Lukovitz, K. (2015, November 25)  Kellogg Reports Its US Cereal Sales Uptrending.  mediapost.com.  Retrieved November 27, 2015, from

http://www.mediapost.com/publications/article/263429/kellogg-reports-its-us-cereal-sales-uptrending.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=88207

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.  wsj.com.  Retrieved 7/31/14, from,  http://online.wsj.com/articles/selling-cereal-for-dinner-and-late-nights-1403133129