Milling & Baking News - May 13, 2014 - 36

Merchandising 

Cereal makers look to Latinos
to help spur turnaround

deliciously nutritious recipes, compelling articles and relatable stories about
real Hispanic women and their families
with topics that she cares about and that
ROCKVILLE, MD. - Despite strug- have consumed 21 or more servings of are relevant to our brands."
The information on Dias Grangles in recent years, the $12 billion cold breakfast cereal in the past 30 days,
diosos (www.DiasGrandiosos.com)
ready-to-eat breakfast cereal market is Packaged Facts said.
Several of the largest cereal compa- is provided by real Latinas, making
poised for a return to growth, accordthis new community "a unique one,"
ing to a report from Packaged Facts, a nies have picked up on the trend.
In mid-April, Battle Creek, Mich.- Kellogg said.
division of MarketResearch.com. The
On April 29, Post Foods, L.L.C., Parbreakfast cereal market is expected to based The Kellogg Co. said it is takexperience cumulative growth of 10% ing a fresh approach to reaching and sippany, N.J., said it has added two
during the 2014-18 forecast period connecting with Hispanic families professional American soccer players
to Team Fruity and Team
and will reach $13 billion in
Cocoa as part of a friendly
2018, Packaged Facts said.
competition between Fruity
Latinos may help lead the
Pebbles and Cocoa Pebbles
turnaround. David Sprinto see which cereal is more
kle, research director for
popular among fans. FeaPackaged Facts, said cereal
tured in the program is
marketers will benefit from
American soccer player
the increasing demographic
Omar Gonzalez of the Los
clout of Latino consumers.
Angeles Galaxy. The son of
Although the population of
Mexican parents, Mr. Gonchildren as a whole is expectzalez holds a Mexican passed to decline in the coming
port and dual citizenship
years, Packaged Facts noted
with both the United States
there will be a "substantial
growth" in the population of Kellogg has introduced Dias Grandiosos, a digital platform catering and Mexico. Alex Morgan,
a U.S. women's player, is
Latinos under the age of 14.
to Latinas and their families.
the second player.
The report found Hispanic
Post also has been pleased with
households are more likely than non- through "Dias Grandiosos," a new
Hispanic households to have consumed digital platform featuring recipes, tips, the company's efforts to promote the
21 or more servings of cold breakfast ce- articles and original content designed Honey Bunches of Oats brand to Hispanic consumers.
real in the last 30 days. Approximately for Latinas and their families.
Minneapolis-based General Mills,
"Dias Grandiosos is grounded in the
39% of Hispanic households with children consumed 21 or more servings of understanding that Latinas are trying Inc., meanwhile, has ramped up its
cold breakfast cereal, which compared to find balance between maintaining marketing program geared toward
with 33% of non-Hispanic households their cultural heritage while embracing Hispanic consumers. Initiatives include
with children, the report said. Addi- a more American lifestyle," said Chris- in-store events and product sampling,
tionally, Hispanic households without topher Rivera, associate director of mul- efforts that the company said have
children were nearly twice as likely ticultural brand marketing at Kellogg. helped its cereal sales outpace category
as their non-Hispanic counterparts to "We help her find this balance through growth among Hispanic consumers. MBN

'Shark Tank' focuses on Cinnaholic
BERKELEY, CALIF. - Cinnaholic, an
all-vegan bakery franchise, was to appear on "Shark Tank" on Friday, May
9 on ABC Television. "Shark Tank" is
an American reality competition series that features a panel of potential
investors, called "sharks," that consider offers from aspiring entrepreneurs seeking investments for their
business or product. The entrepreneur can make a deal on the show if
a panel member is interested. But, if
all of the panel members decline, the
entrepreneur leaves empty-handed.
During the May 9 episode, entrepreneurs Florian and Shannon
Radke were to share the success of
their gourmet cinnamon roll bakery, with the goal of obtaining a deal
that allows Cinnaholic to expand
36 / May 13, 2014 Milling & Baking News

across the United States.
"When we first began to conceptualize Cinnaholic in 2010, never in our wildest dreams

did we imagine our vegan cinnamon
rolls receiving such national exposure and adoration," said Mr. Radke,
a vegan and co-owner of Cinnaholic,
along with his wife, Shannon. "From

the first day I tried Shannon's vegan
cinnamon rolls, I knew we had something special. Our fantasy of opening
a successful bakery became a reality
after the instantaneous support we
received when our doors opened in
our home city of Berkeley. By going
on 'Shark Tank,' we are hoping to
expand our business and bring our
delicious vegan offerings to consumers nationwide."
Mr. Radke said Cinnaholic has
both vegan and non-vegan customers from across the United States that
order its gourmet cinnamon rolls
through a mail order program.
"The opportunity to appear on
'Shark Tank' will allow us to increase the visibility of our business
and help us achieve our dream of
expanding Cinnaholic nationwide,"
he said. MBN
bakingbusiness.com / world-grain.com

http://www.DiasGrandiosos.com http://www.MarketResearch.com http://www.bakingbusiness.com http://www.world-grain.com

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