It's January, which means it's time to take a look at new cereal offerings now available on retail shelves.


Elf on the (Store) Shelf

Kellogg Company, Battle Creek, Mich., introduced its second cereal in partnership with The Lumistella Company, Atlanta, which represents The Elf on the Shelf. Debuting in September was Kellogg's The Elf on the Shelf Hot Cocoa Cereal.

The festive, limited-edition cereal features cocoa-coated star pieces that intermingle with white mini marshmallows. This new flavor complements the original collaboration, Kellogg's The Elf on the Shelf Sugar Cookie Cereal with sugar-cookie-flavored red and green star pieces and mini marshmallows dusted with edible glitter.

"The Elf on the Shelf has become a beloved holiday tradition, much like decorating the tree or exchanging cookies," said Laura Newman, senior marketing director of Kellogg All Family Cereal. "For the third consecutive year, we're bringing the magic of the holiday season to the breakfast table so families can celebrate the holidays with their Scout Elf pals over a delicious spoonful of Hot Cocoa, Sugar Cookie or a combination of both."

Kellogg's The Elf on the Shelf Hot Cocoa Cereal debuted exclusively at Walmart, while Kellogg's

The Elf on the Shelf Sugar Cookie Cereal returns to stores nationwide and online. Both limited-edition products are available while supplies last at a suggested retail price of $3.99-$5.69 for 8.1oz or 12.2oz boxes. 


Cereal Innovator

Last summer and fall saw Nature’s Path Foods, Richmond, B.C., develop and launch a broad range of new cereals. 

Debuting in September were Nature’s Path Cinnamon Toast Organic Keto and Dark Chocolate Organic Keto cereals; as well as three new Ketola Crunch granolas: Toasted Pumpkin Seed & Vanilla Nut, Dark Chocolate Chip & Nut, and Blueberry & Cinnamon Nut. The cereals offer 7g of protein and just 3g of net carbs per serving, and the keto granolas have 5g of protein and up to 3g of net carbs per serving.

In mid-August, Nature’s Path introduced a limited-edition Regenerative Organic Certified (ROC) Oatmeal. All the ROC oats are grown using certified ROC farming practices, on a farm owned by the company's founders in Saskatchewan, Canada. In conjunction with the release of its ROC Oatmeal, Nature's Path conducted a national survey to find out how much people know about Regenerative Organic Agriculture.

Late July saw Nature’s Path introduce its first No Added Sugar granola in two varieties: Vanilla Almond Butter and Mixed Berry. Made with zero added sugar or any chemical sugar additives, No Added Sugar granola contains just 4g of sugar (from natural sweeteners) per serving.


New Name to Know

Last summer saw Chicago Bar Company LLC, Chicago, extend its popular RXBAR brand into the cereal line with two varieties of RX Cereal.

"We're strong believers in taking an honest, straightforward approach to food and using simple ingredients and protein to help fans fuel their day," said Jason Moraff, RXBAR vice president of marketing. "That's why we created RX Cereal—to bring that approach to a category that needs more wholesome, convenient options that not only taste amazing but are made with real ingredients people recognize."

Inspired by the taste of RXBAR's top-selling protein bars and some classic, favorite cereal flavors, RX Cereal debuted in three varieties: Chocolate Almond, Vanilla Almond and Strawberry.

RX Cereal uses a mix of pea protein, almonds and brown rice to provide its plant-based protein. Officials say all three varieties also contain simple ingredients such as fruit; they contain 11-12g of plant-based protein; and deliver 3-4g of fiber per serving (depending on the flavor). They’re also made with no artificial colors, flavors, ingredients or preservatives.


Low-Sodium Cereal

Already known its sprouted grain breads, Food For Life Baking Co., Corona, Calif., extended its Ezekiel 4:9 brand into other offerings including a Low Sodium Sprouted Flourless Crunchy Cereal. Other new extensions include English muffins and tortillas.

Food For Life's new low-sodium products contain no added sea salt. With 0mg sodium per serving, the whole grain options support a heart-healthy diet, officials say. Like all Ezekiel 4:9 products, the new English muffins, cereal, and tortillas are certified organic, vegan, and free from preservatives, artificial colors, and flavors. They are flourless, instead made from a unique combination of freshly sprouted grains and legumes that provide a source of complete protein.

"Our Ezekiel 4:9 Low Sodium Sprouted Whole Grain Bread is very popular with our customers, and we felt compelled to create more delicious and healthful low-sodium options," said Gary Torres, a Food for Life company principal. "We are thrilled to expand the line with three new products for those who cannot or prefer not to have added salt."

Ezekiel 4:9 Low Sodium Sprouted Flourless Crunchy Cereal is available in the freezer section at natural food stores.


Eat for a Cause

This Saves Lives Inc., a Culver City, Calif., mission-based brand, extended its line beyond snack bars and into oatmeal and granola.  

This Saves Lives' new Kids Oatmeal is available in five flavors: Apple Cinnamon, Chocolate, Rainbow Sprinkles, Blueberry and Strawberry. Officials say new Kids GranolaPop granola “fills the gap as a better-for-you option perfect for breakfast, a before-lunch snack, or nutritious treat.” Its five varieties include Cinnamon Sugar, Blueberry, Strawberry, Chocolate and Rainbow Sprinkles.

This Saves Lives New Kids Oatmeal and Kids GranolaPop have an SRP of $4.99 per six-count box and $7.99 per 10oz. bag, respectively. The 10 new SKUs debuted online with follow-up retail distribution. With every purchase, This Saves Lives sends food aid to children suffering from severe acute malnutrition.

"In developing our new Kids GranolaPop and Oatmeal, it was important to us to create better-for-you products with low sugar, and overall responsible nutrition to help families kickstart the day, snack, and share anywhere at any time," said Jensen Thome, CEO at This Saves Lives. "But equally as important, is to give parents an easy way to educate at mealtime and talk with kids about the importance of helping other children who need it most.”