BREAKFAST IS BACK, AND THIS TIME IT'S MOBILE: NEW CEREALS, SNACKS CROWD FOOD-SHOW AISLES

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Marketers are no longer skipping breakfast.

Among the new products being trotted out for retailers at the Food Marketing Institute's annual show this week in Chicago are four breakfast cereals from Kraft Foods' Post division and a breakfast-themed line of Lunchables from Kraft's Oscar Mayer unit.

Also, breakfast king Kellogg Co. is planning to introduce two new convenience lines: a Nutri-Grain extension called Fruit-Full Squares and a take-along Pop Tart called Snak-Stix.

BREAKFAST ON THE GO

"Breakfast is back," said Ken Harris, a consultant with Cannondale Associates. "But it's reinvented itself. It's no longer the whole family sits down to cereal and lifts spoons together. Now, it's breakfast on the go -- portable and convenient."

That surely describes the Lunchables pancake and waffle combinations. Designed to be consumed cold, one variety includes eight minipancakes with Oscar Mayer Bac'n Bites, syrup for dipping and icing for decorating. The other contains four waffle sticks with two sausage patties, syrup and icing.

A TV and print ad campaign will break in August from J. Walter Thompson USA, Chicago. Ads aren't finalized yet but they may take a cue from Kraft's promotional kit, which says "Saturday morning traditions now available any day of the week."

Although the name "Lunchables" may seem ill-conceived for these offerings, Kraft said the product is actually designed as portable food for any time of the day.

RESTAURANT TREND SPILLS OVER

Some restaurant chains have been pushing the idea of all-day breakfasts, a trend that may now be spilling over into packaged foods.

Positioned as "a tasty way to tide you over until lunch," Kellogg's Fruit-Full Squares are larger and more rectangularly shaped than Nutri-Grain bars, and are designed to be more satisfying. The new Snak-Stix go the other way -- divided into smaller, hand-held portions for young children or people traveling in a car.

Kellogg didn't provide ad details by press time.

Leo Burnett USA, Chicago, handles both Pop Tarts and Nutri-Grain bars.

New in Kraft's cupboard are three limited-time kids cereals -- Post Cinna-Crunch Pebbles, slated for June; Post Reptar Crunch (see story at left) in August; and a do-it-yourself mix called Post Create-A-Crunch, coming in July.

CUSTOM CEREAL COMBINATIONS

Create-A-Crunch, billed as "the first-ever cereal creation kit," offers children the ability to mix and match several cereal brands, including Alpha Bits, Honey Comb, Cocoa Pebbles and Fruity Pebbles, with add-in packets of sprinkles, marshmallows, rice puffs and granola.

Coming to the adult table is Post Grape-Nuts O's, a newly shaped brown sugar-flavor version of the old standby cereal. The product is aimed at expanding the brand beyond its niche status to a more all-family positioning.

A print and TV ad campaign is expected in late summer from Ogilvy & Mather, New York.

Kraft executives weren't available at press time to discuss ad plans for Grape-

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