Ready-to-eat (RTE) cereal makers channeled their inner Mark Twain in 2012, as in “the reports of my death have been greatly exaggerated,” with the category celebrating a comeback year on the new products front. Prognosticators have been pronouncing the RTE cereal market dead, or at the very least diseased, for years, but 2012 proved the critics wrong, as one of the strongest new product launches in decades helped usher in a stellar year.
Flush from success in overseas markets like the UK, Italy and more, Kellogg’s Krave cereal was introduced to U.S. consumers in 2012 and quickly rose through the ranks to become what has been deemed the most successful cereal launch in the category in the last 20 years. The brand leverages the chocolate flavor to new heights with its chocolate-filled cereal “pillows,” for a unique taste sensation and a flavor profile that also enables the brand to be marketed as a snack. Indeed, Kellogg launched Krave in Limited Edition Halloween Packs last October as an alternative to Halloween candy.