Cereal Killers: 9 New Additions to Breakfast


The packaged-cereal category has established what looks to be a winning growth formula—and a boon for consumers: Buy low and reap the benefits of innovating high.

On the price side, the U.S. Bureau of Labor Statistics’ most recent Consumer Price Index (measuring changes in the price level of market-basket consumer services and goods based on household purchases) shows that cereals/cereal product prices decreased 1.5% in 2017 after falling 1.2% in 2016. Breakfast cereals specifically decreased 1.1% for the second consecutive year after posting minor gains of 0.4% in 2015 and 0.5% in 2014.

On the innovation side, manufacturers have hit a fluid pace. Significantly, Post Holdings has struck a cross-branding venture with Mondelez International that speaks to the power of hybrid mash-ups that consumers seek out. General Mills is seeing sales of Cocoa Puffs, Cinnamon Toast Crunch and Lucky Charms on the upswing as it gives its loyalists more of what they want. Kellogg’s is always looking to operate ahead of the innovation curve and recently made a nifty addition to its Rice Krispies portfolio.

Click ahead to view nine packaged-cereal innovations.

Cinnamon Toast Crunch

cinnamon toast crunch

General Mills’ Cinnamon Toast Crunch enjoyed impressive dollar sales following its decision to infuse the cereal with more cinnamon, according to Jeff Harmening, president and chief operating officer.

Love Crunch

love crunch granola

New Love Crunch Organic Cereal from Nature’s Path is made with simple, premium and organic ingredients and is an ideal snack for any daypart, according to the company. The Non-GMO Project verified cereal comes in several flavors, including Dark Chocolate & Red Berries, Dark Chocolate & Peanut Butter and Dark Chocolate Macaroon.

Lucky Charms

lucky charms marshmallows

Consumers responded positively to General Mills’ decision to add more marshmallows to Lucky Charms. The cereal was made healthier, too, but the increased marshmallow proposition stirred loyalists the most, the company said.

Chips Ahoy!

chips ahoy cereal

It's becoming more acceptable to consume cookies for breakfast. Thus, Post Chips Ahoy! Cereal was born as part of a recent partnership with Mondelez, reinforcing a quest to blend multiple types of foods and snacks together in one package.

Nutter Butter

nutter butter cereal

Nutter Butter also joins the list of “desserts turned cereals” in the same venture with Mondelez. Post Nutter Butter Cereal offers peanut-shaped pieces and a creamy coating with real peanut butter.

Birthday Cake Rice Krispies

rice krispies birthday cake

The Kellogg Co. introduced Birthday Cake Rice Krispies Treats, which feature rainbow sprinkles, a creme drizzle and a creme-coated bottom. A potential precursor to Birthday Cake Rice Krispies cereal? It’s always a possibility.

Mom’s Best

moms best crispy cocoa rice

Post Holdings expanded its cereal portfolio with six new variations, including crunch editions of Great Grains, Grape Nuts and Malt-O-Meal, as well as Mom’s Best Cereal’s addition of a gluten-free Crispy Cocoa Rice option.


very berry cheerios

General Mills made a commitment to marketing some of its Cheerios varieties as gluten-free. Very Berry Cheerios offer the wholesome goodness of gluten-free Cheerios with the infusion of real fruit—strawberry, raspberry and blueberry—in every bite. The cereal contains no colors from artificial sources, artificial flavors or high fructose corn syrup.

Cocoa Puffs

cocoa puffs

Cocoa Puffs sales increased by double digits after General Mills made them “more chocolatey,” the company said.