Milling & Baking News - December 15, 2020 - 22

Ready-to-eat Cereal Update

Bored by
breakfast?

Whittaker, consumer analyst at GlobalData, a London-based data and analytics
company. " Instead, many consumers are
falling back on a mixture of comforting and
healthier options at home. Anxieties caused
by uncertainty around the pandemic have
produced a tendency to fall back on familiar branded products, especially ones that
remind the consumer of their childhood.
" To many US consumers, breakfast cereals offer a way for them to impose order and
familiarity on the day. For many, this can
mean a moment of indulgence, revisiting
a favorite from their childhood, or opting
for a healthier option. The reduced demand
for out-of-home consumption, reduced
need to commute and heightened focus on
health has convinced Americans to return
to breakfast cereals in the morning. "
According to a COVID-19 recovery
tracker consumer survey conducted by
GlobalData and dated Sept. 21, 65% of US
consumers said that how familiar, trustworthy or risk-free a product feels always
or often influences their product choice.

" The US breakfast cereal category is
well-positioned to benefit during the pandemic, " Mr. Whittaker said. " Consumers
want to purchase specialized items to aid
their immune systems, to treat themselves
or to recapture a sense of familiarity, and
these products easily become staples for
the daily routine during lockdown. "
General Mills, Inc., Minneapolis, last
week laid out plans for the launch of 16
new RTE cereal products, ranging from
throwback items like Dunkaroos cereal to
child-oriented varieties such as Pokémon
cereal and Sesame Street cereal.
Featuring lightly sweetened whole
grain corn pieces, Sesame Street cereal
comes in two varieties and is formulated
with fiber, calcium, vitamin D and vitamin E. Each 1-cup serving contains 140
calories, 2 grams of protein, 4 grams of
fiber and 8 grams of sugar.
The C is for Cinnamon variety, which
features Cookie Monster and Elmo on the
box, includes cinnamon-flavored cereal
pieces in A-Z letter shapes.
The 1 2 3 Berry cereal features Elmo

Top-selling ready-to-eat cereal vendors

General Mills, Inc.
Kellogg Co.
Post Consumer Brands LLC
Quaker Oats Co.
Private label

Dollar
sales
$2,996,762,883
$2,640,730,896
$1,766,965,238
$594,416,849
$581,035,752

Percent
change from
year ago
9.7%
8.7%
6.3%
10.3%
0%

Unit sales
872,002,156
780,745,840
459,801,658
184,375,525
241,221,153

Percent
change
year ago
6.1%
6.3%
4.0%
5.2%
-0.5%

52 weeks ended Nov. 29, 2020
Total US multi-outlet w/ c-store (grocery, drug, mass market, convenience, military and select club and dollar retailers)
Source: Information Resources, Inc.

22 / December 15, 2020

Milling & Baking News

and Abby Cadabby on the box and includes berry-flavored cereal pieces in 0-9
number shapes.
" We are thrilled to team up with Sesame Street to launch cereals with key

GENERAL MILLS

Continued from Page 1

Cereal makers rise
to the occasion

nutrients, delicious flavors and playful
learning opportunities to make breakfast
that much more meaningful for parents
and kids alike, " said Hillary Balma, senior brand manager at General Mills.
" We know that breakfast can be challenging for parents who are struggling to find
foods that offer both the nutrition and the
fun flavors kids want. "
The Sesame Street Cereal boxes offer
games and six dual-language (English
and Spanish) story books on the back, including " Elmo Visits the Farm, " " Elmo's
Day at School, " " On the Go with Elmo, "
" Elmo's Big Day Out " and others.
" Sesame Workshop's mission is to help
kids grow smarter, stronger, and kinder,
and that means nourishing the mind and
body, " said Gabriela Arenas, vice president
of licensing, North America, for Sesame
Workshop. " Breakfast gives kids the boost
they need to grow, play, and learn each day.
We're pleased to team up with General Mills
bakingbusiness.com / world-grain.com

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Milling & Baking News - December 15, 2020

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