Pumpkin Spice Cheerios Will Be In Stores This Fall

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By Cooking Panda

General Mills is trying to make its signature Cheerios cereal appear to new audiences by introducing…you guessed it, Pumpkin Spice Cheerios.

As of late, pumpkin spice has become the go-to flavor option for a variety of brands. It started out at Starbucks with the introduction of pumpkin spice lattes. Now, for better or for worst, it has become an available flavor from beer and to Oreos and oatmeal.

According to Bloomberg, General Mills is introducing Pumpkin Spice Cheerios in an attempt to innovate the brand and reverse several years of declining sales. Although General Mills products are the best-selling cereals in the U.S., sales of regular Cheerios have decreased 18 percent since 2015.

Although cereal is viewed as a nostalgic food, it has lost much appeal throughout the years. Cereal sales have decreased from $13.9 billion in 2000 to about $10 billion in 2015.

“The cereal category is certainly shifting,” said Melissa Abbott, director of culinary insights for food research firm Hartman Group, as noted by The New York Times. “Consumers over all are less interested in industrially processed grains as a meaningful start to their day.”

According to a Mintel survey, 40 percent of this age group views cereal as an inconvenient food. Many millennials tend to not eat breakfast at all or eat it outside of the home, and when they do eat breakfast, it tends to be smoothies, breakfast sandwiches, yogurt, or hot grains.

However, executives believe that adjusting to the times is the key to reviving the nostalgic breakfast food. After introducing gluten-free Cheerios last year, sales were only down 0.8 percent, the best performance in five years. A limited-edition strawberry Cheerios is currently in stores, and Pumpkin Spice Cheerios will be available around Labor Day, just in time for fall.

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“There’s nothing fundamentally wrong with cereal,” said Jim Murphy, head of the General Mills cereal division. “We just have to keep it relevant.”

Sources: Bloomberg, The New York Times / Photo Credit: Bloomberg

Tags: cereal, Cheerios, General Mills, pumpkin spice, Pumpkin Spice Cheerios
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