General Mills has launched its first completely new cereal brand in 15 years. It’s called Tiny Toast, and fits in the New Age of Food, with no high-fructose corn syrup, artificial colours or flavours.
Targeted at 15-18 year olds, news media are reporting that a large percentage of the promotional efforts for the new brand will be in digital and social media.
As the company notes, its new product introductions usually aren’t altogether “new”:
“It is is General Mills’ first new cereal brand since 2001, when we introduced the since discontinued [sw note: just 2 years after launch] Harmony cereal. Basic 4, which debuted in 1991, is the last newly branded cereal that remains part of our cereal portfolio. During the last 25 years, General Mills has launched dozens of new cereals. However, those cereals arrived via extensions of existing brands or licensing agreements, such as Reese’s Puffs.”
One interesting issue for the new brand is that the category as a whole has been in steep decline. Can a new brand with a new approach reinvigorate the cereal aisle? Or have consumers moved on?