Big food companies begin to panic as cereal sales continue to decline
While most nutritionists are happy that many Americans have become more health conscious and are now cutting carbs, sugar, and gluten from their diets, the leading cereal companies are panicking for the same reason.
Major corporations such as Kellogg, Post, and General Mills have all reported significant revenue decreases in the past year, which has spurred massive employee layoffs and factory closings around the nation. Goldman Sachs analysts note that big food companies have felt the negative effects of the cereal sales declines, even as they cut prices and squeeze margins.
So, why the sudden change in American habits?
On the one hand, many researchers attribute the decreased interest in cereal to the latest anti-sugar, anti-carb health crazes that have cereals like Frosted Flakes and Fruit Loops facing extinction.
Meanwhile, these newly health-conscious Americans report being too busy for consistent, sit down morning meals, opting instead for portable breakfast options like granola bars and meal-replacement shakes.
Even Pop-Tarts have remained in higher demand than the traditional breakfast cereals, showing the growing American trend towards a more on-the-go lifestyle.
Desperate to get back in the game, Kellogg has responded to the anti-cereal crisis by introducing new lines of breakfast drinks, bars, and crackers to try and win back its customer base.
Make these easy granola bars in advance, and reach for one next time you find yourself in need of an on-the-go snack.
Cereal sales slump amid changing diets and other breakfast options
America's love affair with cereals is fading. An estimated nine out of 10 households have cereal in their pantries, but those numbers are actually down. Despite the warm memories of childhood and the sugar highs, cereal sales have sagged over the past few years, reports CBS News' Jamie Wax.
"Over the five years to 2017, revenue has declined 3.3 percent," said Rory Masterson, a market analyst who tracks the cereal business.
"It's still almost a $10 billion industry, but it's not at pre-recessionary highs," Masterson added.
The industry isn't going away, but people aren't eating as much cereal as they used to. Our eating habits and nutrition needs are changing.
"There still is a battle every day for what's going to be eaten at breakfast. Everyone's got a ton of choices," said Scott Baldwin, General Mills marketing and business unit director for cereal. He said the company is changing recipes and manufacturing to address current food concerns.
He points out that Cheerios and Honey Nut Cheerios, the most popular cereal in the United States, are both now gluten free. The same is true for Lucky Charms and Chex.
"People already loved Chex and Cheerios. And then you introduced it to a whole new group of people, and it absolutely benefited sales," Baldwin said.
But not every change works. Recently some cereal companies reclaimed real sugar as a bragging point , finding that taste rules when it comes to cereal choice.
"We're always trying to distinguish between what's a true trend versus what's a fad. And there's lots of ebbs and flows, you know, in the world of nutrition," Baldwin said.
Still there's more to the cereal slump than what's going into or coming out of the box.
"As unemployment has decreased and disposable income has increased, consumers have felt more comfortable buying premium products and consuming products on the go," Masterson said.
With fast food and fast-casual restaurants offering breakfast, and a country seemingly stuck in a perpetual time crunch, cereal makers have had to adapt in order to keep up. It's why you see some favorite cereals served up in bar form &ndash easy to eat on the go.
"Commuter culture has contributed to the decline of the cereal industry as much as anything else," Masterson said.
Of course, to some, cereal without milk is like a day without sunshine.
Watch the video above to see how "CBS This Morning" co-host Gayle King likes her cereal.
10 Cereals We Wish Would Make a Comeback
Happy #NationalCerealDay! Don't lie - even as an adult you still relish in the flavor of the milk left behind by your morning bowl of Cinnamon Toast Crunch or Cocoa Pebbles.
Oh, and Lucky Charms milk with that marshmallow aftertaste isn't the worst thing in the world.
But for every Cheerios and Raisin Bran that's stood the test of time, there are dozens of other cereals that didn't make the cut. some of which were AMAZING!
Here's a few that time forgot, but should probably make a comeback
1. Pop Tarts Crunch
This one comes up in pretty much every conversation about old cereals, because honestly it was every kids' dream. Turn your favorite breakfast pastry into a cereal? Duh. Strawberry and Brown Sugar Cinnamon versions hit the shelves, but at some point parents realized what a horrible idea it was and Kellogg's pulled the brand.
Still, Pop Tarts Crunch has a cult following so much so that Kellogg's has had to respond to requests for it's return to stores.
2. Cinnamon Mini Buns
It's basically a much sweeter, much worse-for-you version of Cinnamon Toast Crunch, but it was equally delicious. And came with a free mini-comic book which is irrelevant but still sort of cool.
3. Ice Cream Cones Cereal
This one lasted a VERY limited time in the 80s and made a brief comeback in 2003, but turns out that ice cream flavored cereal just wasn't a big seller. Nonetheless, the thought of basically eating chocolate ice cream for breakfast was appealing and I'd totally scoop a box if it came back again.
4. Waffle Crisp
Although Eggo did create a similar version after Waffle Crisp went away in the late 90s, it just isn't the same. Honestly, why DID Waffle Crisp go away? I feel like this is one of the most popular cereals on this list and not as obviously horrible from a health standpoint as things like Pop Tarts Crunch or Ice Cream Cones. For what it's worth, Waffle Crisp isn't totally extinct - it's just very hard to track down in stores.
5. Oreo O's Cereal**
I mean the reason for its demise after a good run in the early 2000s is pretty obvious. cookies for breakfast isn't exactly something parents are wild about for their kids (although Cookie Crisp still manages to pull it off). Oreo O's were basically cookies and cream cereal once you added milk, and honestly is the best-tasting extinct cereal I could think of. While adult me probably wouldn't be eating it every day, the nostalgic self-loathing regret-what-I-eat version of myself would love to indulge in a bowl from time to time.
Thankfully, Post HAS brought Oreo O's back, at least for a limited run, thus the asterisk on this listing.
BRB gonna go grab a bunch off the shelf.
6. Teenage Mutant Ninja Turtles Cereal
Let's be honest, the reason this one was around was because of the TMNT Mania in the late 80s and early 90s (of which I was definitely a part).
Honestly, the cereal was like a poor man's version of Lucky Charms and wasn't all that tasty, but the thought of eating your favorite Ninja Turtles (and later, pizza-shaped marshmallows) was too good to pass up. Not to mention the cool freakin' collectibles like TMNT trading cards and cereal bowls that you could get in each box. Hey, the Turtles themselves made a comeback. why not take another run at the cereal?
7. Dunkin Donuts Cereal
I did see the other day a donut-themed cereal, but I can't imagine it being as good as the original back in the 80s (which, by the way, I think I ate once before my parents realized that I should be eating something with less than a billion grams of sugar). There was a glazed donut and chocolate donut flavor offered as "part of a nutritious breakfast," which was probably stretching the definition of the word nutritious to it's limit.
Also, there was this creepy baker guy in their TV commercials.
8. Teddy Grahams Breakfast Bears Cereal
This one came out in the early 90s and the appeal is pretty obvious. It's Teddy Grahams, in cereal form. Which is brilliant, but also sort of redundant because you could just add milk to a bag of Teddy Grahams and basically have Teddy Grahams cereal.
9. Sprinkle Spangles
The concept was pretty spot-on here - take a decently healthy cereal and add sprinkles. But they chose a cereal that was basically a Corn Pop and added sprinkles, and people didn't exactly flock to stores for them. They only lasted a couple of years. I'll admit, I like the idea, but the execution was pretty mediocre on this one. If you want an idea of what Sprinkle Spangles tasted like, Sprinkled Donut Crunch is around today and is pretty much the same thing with an only slightly better tasting piece of cereal.
10. Hidden Treasures
It was released at the same time as Sprinkle Spangles, but this one still baffles me as to why it didn't work. The cereal was basically the same concept as Pop Tarts Crunch, but you never knew what kind of filling you would get. Some pieces were filled with cherry filling, some with grape, and some with orange. And just to add to the "treasure hunt" vibe, some of the pieces had no filling or were completely hollow in the middle. It was honestly a pretty good cereal, but for some reason only lasted two years on the shelves.
So in honor of #NationalCerealDay, what cereal would you like to see make a comeback?
How to make Duff Goldman's no-bake s'mores cereal treats
Who can think about burning calories when Duff Goldman's no-bake s'mores cereal treats are within reach?!
On Friday, the chef and host of "Duff’s Happy Fun Bake Time" on Discovery+ showed "The View" co-hosts how to make his tasty cereal treats that will bring you to a warm campfire on a summer night.
Recipe courtesy of Duff Goldman
• Cooking spray
• 4 tablespoons unsalted butter
• 1 10.5-ounce bag mini marshmallows
• 6 cups sweetened graham cereal
• Pinch kosher salt
• 1/2 cup dark chocolate chips
• 1/2 cup white chocolate chips
• 1/2 cup mini-mini dehydrated marshmallows, such as Jet-Puffed marshmallow bits
1. Line an 8-by-8-inch baking dish with parchment paper and lightly coat with cooking spray. Line a baking sheet with parchment paper.
2. Combine the butter and marshmallows in a large microwave-safe bowl and melt in a microwave in 15 second intervals, stirring between every interval, until the marshmallows are completely melted. Alternatively, melt the butter in a large saucepan over medium heat, add the marshmallows and cook, stirring constantly, until the marshmallows are completely melted remove from the heat. Add the cereal and salt to the melted marshmallow mixture and gently stir until the cereal is completely coated.
3. Evenly press the mixture into the prepared baking dish. Set aside to cool for about 30 minutes or refrigerate for 10 to 15 minutes.
4. Remove the treats from the pan and slice into 16 squares. Place them on the prepared baking sheet.
5. Place the dark and white chocolate chips in each of 2 microwave-safe bowls. Melt in a microwave in 15 second intervals, stirring between every interval, until completely melted. Transfer the melted chips to 2 separate piping bags or resealable bags. Snip the tips and drizzle over the cereal treats, then sprinkle with the marshmallow bits. Before serving, allow to set at room temperature for about 30 minutes or refrigerate for 10 to 15 minutes.
Every episode of ABC's award-winning talk show "The View" is now available as a podcast! Listen and subscribe for free on Apple Podcasts, Google Podcasts, TuneIn, Spotify, Stitcher or the ABC News app.
General Mills goes retro with four classic cereals
According to a press release from General Mills, we are getting the 1980s back, at least with their cereals, thanks to the return of some classic recipes. So exactly how is the company going retro with their cereals? I’m glad you asked!
- Trix – With their Trix, General Mills has decided to bring back the classic fruity shapes we knew and loved.
- Cocoa Puffs – How else is General Mills going to honor our love of Cocoa Puffs than by going all in with the chocolatey flavor!
- Cookie Crisp – One of my all time favorites, Cookie Crisp cereal, is also getting some love. And in order to give it a makeover, the company has decided to introduce even more chocolate chips into the mix.
- Golden Grahams – Finally, my second favorite cereal ever, the Golden Grahams, also got a bit of a reboot. And this time, they went back to the classic recipe, meaning that once again our Golden Grahams are made using real honey!
If you want to get your hands on any of these retro returns, now is the time to do it, as they are starting to hit retailers across the country now. And with boxes ranging in price from $3.52 to $3.68 approximately, we aren’t having to break the bank to relive the innocence of childhood.
As an added bonus, in honor of this epic release, General Mills has partnered with actor Mario Lopez, they host the General Mills Presents: The Ultimate Saturday Morning Drive-In. This will happen on Oct. 3 at the Rose Bowl arena in Pasadena, CA. And even if you aren’t in California, have no fear, as you can enjoy this epic experience in the comfort of your own living room as well.
For more information about the Saturday Morning Drive-In, you can check out the website here for all the details.
I don’t know about you, but I have never been more excited about cereal news. With these cereals going retro, will you be snagging a box or two for some Saturday morning comfort? Tell us what you think about this news in the comments.
13 Genius Ways to Eat Cereal Without Milk
We all know cereal to be the simplest breakfast there is, making it the ideal breakfast for college students. And maybe even lunch and dinner too (I’ve been found guilty of that). But cereal has so many more possibilities. Put away the milk, put down your spoon and read on to find 13 life-changing ways to eat cereal:
1. Colorful and Sweet Lucky Charms Cookie Sandwich
Because, let’s be honest, the best part of Lucky Charms is always the marshmallows. This cookie sandwich takes marshmallows to a whole new level.
2. DIY Momofuku Cereal Milk
Momofuku’s genius creation is basically a cereal smoothie, combining all that goodness you get at the bottom of your cereal bowl. If you’re not in New York, you can create your own version of the famed cereal milk.
3. Crunchy and Sweet Breakfast Oatmeal
Oatmeal often gets a bad rep because of how “mushy” it is. Give your oats some crunch with a protein-packed cereal like Kashi GoLean Crunch.
4. Chocolate and Peanut Butter Puppy Chow
Puppy Chow is a classic snack, but this recipe combines peanut butter and chocolate, aka a match made in heaven.
5. “Fried” Ice Cream
This dessert is slightly healthier than the fried ice cream you find at county fairs. All you need to do is find some corn flakes and coat your ice cream. Nom.
6. Banana Crunch
Bananas and peanut butter make the ultimate snack, but the addition of cereal gives it a satisfying crunch. The Trix make this treat look fun, but you can really use any cereal you want.
7. DIY Customizable Granola
Have a box of cereal that’s lost its crunchiness? Repurpose it by replacing the oats in this granola recipe with cereal.
8. Bite-Sized Smores
The perfect late-night snack, these s’mores bites are easy to make and addicting to eat.
9. Microwavable Cereal Snack Bars with Butterscotch Topping
Remember those delicious cereal bars your mom would pack in your lunchbox when you were little? Make them yourself with this easy recipe — you’re only 10 minutes away from the best #tbt of your life.
10. DIY Kind Bars
Photo courtesy of Theresa Sullivan Photography
Who needs to pay over $2 per bar when you can make your own? These granola bars are just as healthy and delicious as the store-bought kind and are a good way to use up leftover Rice Krispies.
11. Crunchy S’mores Bars
Give your classic s’mores an upgrade with these cinnamon-y bars.
12. Slutty Rice Krispie Treats
Why settle for basic Rice Krispie treats when you can make them slutty? This recipe is loaded with Oreos and M&Ms, resulting chocolate-y goodness.
13. Mini Apple Pie Bites
If the thought of making your own pie is too daunting for you, try these apple pie bites for an easy way to get your pie fix.
The 30 Greatest Kids’ Cereals of All Time
Being a kid and enjoying a great box of cereal is just about as perfect a combination as it comes. I grew up, essentially, in the late seventies and early eighties and my childhood was inundated with different cereal types of every kind. I was lucky enough to pretty much get whichever cereal I wanted so I know and have tasted each and every one of these greats. Now this list consists of not just thirty of the best kids’ cereals, but mainstays. These boxes have adorned shelves for years and show no sign of leaving us any time soon -with a few notable exceptions. I did not, conversely, include any themed cereal that came and went with the fad it represented, so don’t go looking for Smurf-Berry Crunch or Mr. T cereal… they’re not here. However, the list is vast and I have no doubt you will recognize a favorite of your own.
If you’ve never had Quisp or Quake, it’s not only hard to really describe the flavors, but also: shame on you! Regardless of the fact that it has been around for decades, it still sits on the breakfast shelves proudly -well, Quisp is at any rate- and, just so you know, it tastes a bit like Cap’n Crunch lite. Really
Ah, the cereal endorsed by a Leprechaun. So magically delicious and chock-full of ‘mallow-bits’ and those little charm-shaped pieces that are somehow better for you than the rest. Pretty darn tasty until the whole sugary mass gets soggy and literally turns into bathroom grout.
Much like eating a big bowl of sweetened popcorn, Corn Pops were one of those cereals that masked the fact that they were literally buried in sugar. Oh sure, sugar might not have been the first or even the second item on the ingredient list, but corn syrup sure was. Oh, and by the way, that’s sugar.
So let’s take these chocolaty balls, pour them into a bowl, add the semi-healthy milk, and turn the whole deal into dessert just like that. Your milk would go from stark-white to a rich brown almost instantly and then you, as a child, would be ricocheting off the dining room walls.
Despite the fact that Post basically wanted you to spell with its masterpiece of a marketing campaign, Alphabits were really sweet and did a fine job of rendering your added milk super-sweet, too. They had a nice vanilla flavor but lately have gone way overboard adding marshmallows and other sundries. I miss these originals.
I never quite understood why Pebbles got her own cereal as opposed to Fred or Barney, who both ended up hocking the stuff anyway. Maybe it’s because no one would likely eat Frosted Fred’s with Barney Bits. Anyway, I digress. You certainly got a whole lot of bang for your buck with these cereals as they were tiny and it didn’t take much to fill you up.
Thanks to the Thurl Ravenscroft-voiced Tony the Tiger, I would pine over these beauties all the time. Not too sweet, not too ‘just-plain-corn-flakes’, Frosted Flakes still remain a favorite of mine and I think I would pretty much just eat them all the time, given the chance.
So I guess this stuff is good for you or something? Huh, I had no idea. Anyway, I was always a bigger fan of the Honey-Nut sister cereal, but my daughter absolutely goes bonkers for these little guys. Also good for potty-training target practice, by the way.
Oh what can be said about Apple Jacks: They taste a little bit like apples (going so far as to include little bits of apple on each one), and… well, something having to do with jacks. I have no idea. Regardless, this is one of those cereals that makes your milk really tasty, too.
Cap’n Crunch commandeers the Guppy and does a fine job of forcing his breakfast wares down the little kiddie’s throats. But beware! His cereal, as it stays primarily crunchy in milk, will rend your mouth to ribbons. The addition of Crunch Berries, though deliciously ‘berry-esque’, doesn’t help any only to aid in making it more yummy. If you want a flavor of this cereal that won’t ruin your inner mouth, go for the Peanut Butter version. My personal favorite.
Honey Comb look and taste like honey. If said honey were created by bees that were made from cereal. Let’s face it: they really don’t taste that much like honey (or combs, for that matter), but they are remarkably huge. These things have the size and shape of regulation wagon wheels. Still darn tasty though.
Much akin to the long-lost cousin of Trix, only in boring one-flavored design. Still, I always enjoyed them when I was forced to consume them by relatives or neighbor-kid’s families who were far stupider and less lenient than my own.
Golden Grahams are quite similar to bashing up a sack of graham crackers and pouring milk over them, which is fun, too, I guess. They are quite good and really crunchy. But, let them go too long in the milk and you’ve got yourself a bowl o’ Spackle.
“Let’s all have a big old bowl of little cookies for breakfast, kids! Mom won’t mind!” Well, she might since they taste exactly like they look and sound.
I never quite understood the whole, ‘Mikey likes it cuz he’ll eat anything!’ ad campaign. Rather than give him a big old bowl of insect larva or winter-whitened dog shit, they just offered him Life quite possibly one of the tastiest cereals of all time. Oh well, at least he did like it and survived his Pop Rocks and Coke suicide attempt… Kidding.
Classic. Toucan Sam and his wonderful rings of fruity goodness. Yes, the flavors and style has been messed with and tweaked over the years, but the shape has always remained the same, thankfully. These bad lads fall under the same mouth shredding category as the Cap’n, and they, too, are awesome.
Who didn’t dream of having their picture splayed out all over the front of a Wheaties box? I always wanted to be the kid in the middle enjoying the cereal while other people did sports stuff around me. I was never that into playing sports. I watch an awful lot of it though. It’s also amazing just how much sugar this stuff has in it!
The Monster Cereal Family has been around a long time and has, unfortunately, lost a few brave soldiers along the wayside. It is nearly impossible to find the big three: Chocula, Frankenberry, and Boo-Berry outside of Halloween, and almost unheard of to locate a box of Yummy Mummy. And, as far as I know, Fruit Brute is extinct. Basically, you’ve got your chocolate, strawberry, blueberry, and mixed-berry varieties plus marshmallows, each with its own subtle nuances. Sweet as hell, though.
Sweet Jebus, that clown is one scary dude! I, of course, do not remember this box design, but I’m darn glad that they did away with it… I’m getting nightmares already. Anyway, Sugar Smacks, and its ‘Golden’ brethren, looked like puffed-up beans and I always thought that’s what it was. I’m still going to pretend that’s what it was. Ah, nostalgia. Not too awful sugary. The cereal I mean. Nostalgia is always sweet.
Part and parcel the exact same as the above ‘Smacks’, Super Sugar Crisp had to drop its sugar moniker when it was decided that labeling something as ‘sugary’ was somehow worse than including the ingredient in the product. Makes no sense to me. Anyway, now it’s Super Golden Crisp, or just Golden Crisp. Still un-tampered with greatness.
Silly rabbit, Trix are for kids! Yet, despite this simple fact, the stupid bunny still attempts to steal this cereal… HIS cereal, from those evil, conniving children. I always wanted to give that poor shmoe some of his sought-after treat. Oh well… nice and fruity and, of late, back to its original puffed balls/rabbit turd shape.
How stinking much fun was hovering your head over the bowl while those little bits of puffed rice played music in your ears! Just a darn blast! Some of my best friends were Snap, Crackle, and Pop… they’ve been involved in frosted versions, fruity versions, marshmallow versions… and so many other variations, but the simple fact remains the same: They pop in your milk: they SING to you, for crying out loud! Not sweet, per se, but much more fun that all the others.
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