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Cereal Companies Try Positioning Breakfast Fare As Anytime Snacks

December 11, 2020: 12:00 AM EST
To combat shrinking breakfast cereal sales, companies like General Mills and Kellogg have been working to reposition product portfolios as on-the-go snacks. General Mills, for example, has partnered with Hershey to launch five new cereals and Kellogg launched big format cereals as it steadily works to convert its breakfast brands into snacks. Gaining traction in the market are out-of-the-box flavors and indulgent choices, according to Food Dive, and the indulgence trend is enduring as the pandemic strengthens consumption of sweet snacks. Cereal makers have indulgence-type snackers in their sights as a primary market. With 30 percent of cereal already eaten outside of breakfast, Kellogg and General Mills are targeting Millennials looking to relive their childhood with new sweet varieties of cereals or snacks remembered from years past
Jessi Devenyns, "New launches highlight cereal's use as a snack", Food Dive, December 11, 2020, © Industry Dive
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