Kellogg’s enlists limited-edition Unicorn Cereal to make sales magic

Dive Brief:

  • Kellogg’s is rising a hearing run of Unicorn Cereal in a U.S. starting subsequent month, according to Food Wine. The limited-edition product — consisting of pink, purple and blue rings sprinkled with white “crunchlets” — is being marketed as “magic cupcake” flavor.

  • The new object varies in tone and season from a Unicorn Froot Loops that Kellogg’s launched final tumble in a U.K. and Asia. 

  • Before a new Unicorn Cereal hits U.S. shelves, a association has done it accessible by a recently relocated and stretched all-cereal NYC Cafe.

EXCLUSIVE #LimitedEdition #Unicorn #Cereal is now accessible exclusively during @kelloggsnyc before it hits supermarket shelves on Mar 5th (or until reserve runs out). Stop by a café for a box! #kelloggsnyc

A post common by Kellogg’s NYC (@kelloggsnyc) on Feb 6, 2018 during 10:34am PST

Dive Insight:

The insanity for all things unicorn has not nonetheless dissipated. Burger King introduced a Froot Loops milkshake, PepsiCo’s Frito-Lay debuted Rainbow Doritos, and Starbucks churned adult a argumentative Unicorn Frappuccino — all partial of a “stunt food” trend designed for amicable media hum and spotlight code attention.

Kellogg’s plan here, is to build expectation around smart products. Its cereal sales have been lagging as consumers spin to easier — and mostly reduction sweetened — breakfast items. Busy people can find putting together a play of normal cold cereal too time-consuming, and it might be easier to squeeze a granola bar or a bagel.

Other cereal companies have been perplexing to energise sales by bringing behind dropped equipment and partnering with makers of obvious treats. Post recently resurrected a Oreo O’s cereal and also introduced Chips Ahoy! and Nutter Butter cereals. They are usually sole online and during Walmart for a singular time and could be a strike by appealing to exclusivity — as good as nostalgia, lenience and a snacking trend.

Since Kellogg’s Unicorn Cereal is usually accessible during a company’s cereal-centric cafeteria in New York City — and in a limited-edition run in stores — being means to buy it and try it could be scarcely as singular as a fabulous beast. Given a laws of supply and demand, those aspects could foreordain a second run.

The package pattern creates it formidable for shoppers to get their grocery carts past a cereal aisle after kids mark a unicorn on a front. Whether or not this latest fad-based product will assistance to pierce a needle ceiling for cereal sales, it shows that Kellogg’s hasn’t given adult a fight.

More zoo ...

Posted in
Tagged . Bookmark the permalink.
short link