General Mills is unveiling its first new cereal brand in 15 years, and the reason is simple: The company is pulling out all the stops in an effort to get Millennials interested in eating breakfast cereal.
MediaPost reports that the new brand is Tiny Toast. “While the company has continued to launch new flavors and extensions of existing brands, and has brought others to market through licensing or partnerships, this is the first new cereal brand it has developed and brought to market in 15 years,” MediaPost reports, noting: “General Mills launched the since-discontinued Harmony brand in 2001. The last brand it introduced that’s still on shelves is Basic 4, launched in 1991.”
The new product is aimed at Millennials’ interest in natural ingredients that still deliver flavor.
“True to its name, the cereal consists of tiny pieces of crunchy toast covered with tiny pieces of strawberries or blueberries,” MediaPost notes. “According to General Mills, it’s one of only a few cereals in the marketplace that’s flavored with real fruit and other natural flavors. Whole grain is its largest ingredient, and it contains no artificial flavors or high fructose corn syrup.”
A heavy marketing blitz, due to launch later this month, will go where Millennials are found, including Snapshot and Instagram, along with Facebook, YouTube, online radio and in-store advertising.