Cinna-Cluster targets adult cereal consumers

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Kraft Foods is betting an estimated $20 million that consumers' love of cinnamon will help fuel the launch this summer of its new Post Cinna-Cluster Raisin Bran.

Cinna-Cluster, with cinnamon-sprinkled raisins and crunchy cinnamon clusters, is chasing the explosion of cinnamon flavors in breakfast food categories.

The TV and print campaign, due in July from Ogilvy & Mather, New York, plays off the idea that Cinna-Cluster was inspired by the taste of fresh-baked cinnamon swirl raisin bread.

"The cereal category hasn't seen a lot of growth, and we want to bring consumers a new cereal that meets their taste profiles today," said Marla Gottschalk, exec VP-general manager of Post cereals. "Cinnamon is consumers' third-favorite spice, and [sales of] a lot of products with cinnamon are up over 100%," she said.

Overall sales of cinnamon cereals, including rival General Mills' successful Cinnamon Toast Crunch, grew 11% in 1999, according to Kraft.


Cinna-Cluster is aimed at women ages 25 to 54, and offers the whole grain flakes and nutrition of Raisin Bran with a sweetness adults are increasingly demanding. Kraft research shows that the growth engine for the category is the sweetened flavored segment. While plain cereal's share of the total category declined, the sweetened segment grew nearly 2% for the 52 weeks ended March 11.

"We've seen from a trend standpoint that even lightly sweet and flavored [cereals] are appealing not to just kids but to adults too," Ms. Gottschalk said.

Both new products and advertising efforts have reflected that trend. Kraft's recent introduction of Post Cinna-Crunch Pebbles is targeted at tweens and adults AA, Jan. 17). And its sweetened extension of Post Grape Nuts O's is similarly intended to drive usage among adults with a sweet tooth.

Kellogg Co.'s own sweetened version of its Raisin Bran franchise, Raisin Bran Crunch, has grown to a $70 million business in less than two years, and adult advertising for its Kellogg's Frosted Flakes has helped drive brand sales up 14% for the 52 weeks ended Feb. 27, according to Information Resources Inc.

Sales for cereal in grocery, drugstores and mass merchandisers grew 2% to $7.7 billion for the same time period. Post Raisin Bran sales fell 5.8% to $93 million; Kellogg's Raisin Bran dropped 2.6% to $199 million; and General Mills' Total Raisin Bran grew 7.5% to $54 million.

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