The latest innovation insight from Gama Compass™
MANCHESTER – 5th June 2015: Inventive innovation in the breakfast cereal category is Gama’s new product focus this week, as we take a look at a launch that is seeking to bolster the popularity of cereal as a summer breakfast food – Post Ice Cream Pebbles Rainbow Sherbet Breakfast Cereal.
Introduced as an extension to the Post Pebbles range in the US, Post Ice Cream Pebbles Rainbow Sherbet Breakfast Cereal sees breakfast foods manufacturer Post Foods “keeping it cool” at breakfast time while “the weather is heating up”, according to a company press release. “Bursting with bright fruity flavors”, the cereal consists of pink, orange and lime green rice-based flakes that are designed to replicate rainbow sherbet (sorbet), a frozen dessert that typically includes citrus flavours such as orange, lemon or lime combined with other fruit flavours such as raspberry or pineapple. The new launch is further promoted as having a “refreshing, sweet sherbet taste”, underlining its ‘summer’ themed positioning.
Against a backdrop of sharply declining US sales and the proliferation of new breakfast foods, time may be ripe for cereal to rediscover its positioning as an enjoyable and exciting treat, focused on dynamic innovation. With this in mind, a renewed emphasis on inventiveness and creativity – such as through bold flavours and textures, experiential benefits, or, as with Post’s new launch, seasonal variation – could potentially go some way to halting breakfast cereal’s slide in popularity, giving fresh impetus to the category in the face of an ever-expanding array of more functional, convenient or fashionable alternatives.
Image source: Post
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