We use cookies to deliver the best possible experience on our website. To learn more, visit our Privacy Policy.
By continuing to use this site, or closing this box, you consent to our use of cookies.

Log in
Help
  • Get help with
  • Logging in
  • Technical requests
  • Applying for a job
  • Other inquiries
Search
  • Solutions
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • Manufacturing
    • Retail
    • High Tech & Telecom
    • Investment Services
    Insights
    By Function
    • Audit & Risk
    • Communications
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing
    • Product
    • Sales
    • Supply Chain
    Featured Insights
    • Benchmarking
    • Cost Optimization
    • Gartner Business Quarterly
    • Strategic Planning
    Resource Centers
    • COVID-19
    • Diversity, Equity and Inclusion
    • Reset Your Business Strategy Amid COVID-19
    What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
    • Peer Insights
    Conferences
    Featured Conference Topics
    • Applications
    • CIO
    • Cloud
    • Data Analytics
    • Digital Workplace
    • Finance
    • Human Resources
    • Identity and Access Management
    • Marketing
    • Security
    • Supply Chain
    All Conferences
    • Calendar
    About
    • About Us
    • Client Success Stories
    • Contact Us
    • Corporate Responsibility
    • Investor Relations
    • Newsroom
    Careers
  • Become a Client

  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • The Annual CMO Spend Survey
    • Benchmarking
    • BuySmart
    • Cost Optimization
    • Data Tools
    • Gartner Digital IQ Index
    • Hype Cycle
    • Magic Quadrants
    • Marketing Maturity Assessment
    • Consumer and Culture Insights
    • Transit Map
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Daily Insights
    • Featured Videos
    • Marketing Blog
    • In the News
    • Solutions
    • Communications Awards
  • Events
    • Marketing Symposium
    • Webinars
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Become a Client

Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • The Annual CMO Spend Survey
      • Benchmarking
      • BuySmart
      • Cost Optimization
      • Data Tools
      • Gartner Digital IQ Index
      • Hype Cycle
      • Magic Quadrants
      • Marketing Maturity Assessment
      • Consumer and Culture Insights
      • Transit Map
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Daily Insights
      • Featured Videos
      • Marketing Blog
      • In the News
      • Solutions
      • Communications Awards
    • Events
      • Overview
      • Marketing Symposium
      • Webinars
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories

Daily Insights

Food & Beverages

Share this:

Can Cereal Make a Comeback?

By: Alizah Asif Farooqi | Mar 02, 2021

Once the breakfast of champions, cereal has been pushed aside by a new wave of green juice, avocado toast, acai bowls, and cereal’s own formerly less-appealing sibling, oatmeal. The aforementioned breakfasts are not only touted as more healthy than cereal and milk, they’re also considerably more Instagrammable – a major factor in today’s social-media-saturated world.

Back in 2017, Frosted Flakes was the second-best-selling cereal after Honey Nut Cheerios. Tony the Tiger could be heard roaring his signature slogan about the cereal, “They’re grrrrr-eat!” on TV’s across America. Now Kellogg’s has teamed up with legendary basketball Hall of Famer Shaquille O’Neal to reimagine the beloved breakfast. The basketball hero takes center stage on boxes of new Frosted Flakes with Crispy Cinnamon Basketballs as Tony the Tiger takes a step back for the first time in his mascot career, seen spinning one of the crunchy delights on his finger behind O’Neal. The cereal hits shelves in April and is set to be sold for a limited time only, but the NBA star has already expressed his delight at getting his own cereal box in an unboxing-style video on his Instagram in February.

As health concerns become more and more prevalent in a post-pandemic world, it makes sense that Kellogg’s would tap a basketball player, as opposed to any other celebrity, to be the new face of its cereal, which spilled into the Feeble class of Gartner’s Digital IQ Index: Food & Beverages. This isn’t the first time the company has given its cereal a healthier facelift. The product was actually introduced as Sugar Frosted Flakes when it first came out in 1952, before the perils of sugar became more widely known and the word was dropped in 1983.

So why doesn’t Kellogg’s just make Frosted Flakes more healthy? First, Kellogg’s already has a history of incubating new brands tied to health and wellness trends to stay relevant amid the growth of smaller upstarts. Second, despite a widespread health kick, there’s also a widespread craving for comfort foods, especially those consumers grew up eating, and simpler times. It’s possible that Kellogg’s wants to preserve the nostalgic appeal of Frosted Flakes, both in its taste and its social reputation, as the cereal boasts only a modest following on Instagram as compared to buzzier breakfasts under the label.

By sprinkling in some spice via a new flavor and a new face, Kellogg’s can retain Frosted Flakes’ wholesome image while also reviving its American classic status.

See more: Cereal , coronavirus , Food , Frosted Flakes , Kellogg's

Weekly Digest Newsletter

Sign up to receive our latest research highlights, expert blogs and news about upcoming events.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

Back

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Related Research

The Annual CMO Spend Survey Research 2020: Part 1

Top 5 Marketing Trends and Priorities for CMOs

Marketing Organization Survey

About Careers Contact Gartner Glossary Newsroom Smarter With Gartner
About
Careers
Contact
Gartner Glossary
Newsroom
Smarter With Gartner
  • Solutions
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • Manufacturing
    • Retail
    • High Tech & Telecom
  • Insights
    Featured Insights
    • Benchmarking
    • Cost Optimization
    • Gartner Business Quarterly
    • Strategic Planning
    • Top Insights
    Resource Centers
    • COVID-19
    • Diversity, Equity and Inclusion
    • Reset Your Business Strategy Amid COVID-19
  • What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
    • Peer Insights
Solutions
By Function
  • Audit & Risk
  • Customer Service & Support
  • Finance
  • Human Resources
  • Information Technology
  • Innovation & Strategy
  • Legal & Compliance
  • Marketing & Communications
  • Product
  • Sales
  • Supply Chain
By Industry
  • Education
  • Energy & Utilities
  • Financial Services
  • Government & Public Sector
  • Healthcare
  • Manufacturing
  • Retail
  • High Tech & Telecom
Insights
Featured Insights
  • Benchmarking
  • Cost Optimization
  • Gartner Business Quarterly
  • Strategic Planning
  • Top Insights
Resource Centers
  • COVID-19
  • Diversity, Equity and Inclusion
  • Reset Your Business Strategy Amid COVID-19
What We Do
  • Research & Advisory
  • Conferences
  • Consulting
  • Digital Markets
  • Peer Insights
Policies Privacy Policy Terms of Use Investor Relations Ombuds

©2021 Gartner, Inc. and/or its affiliates. All rights reserved.

©2021 Gartner, Inc. and/or its affiliates. All rights reserved.