Hershey’s and General Mills have teamed up to spoil your new year’s resolutions.
With the partnership announcement comes three new candy-inspired cereal lines: Hershey’s Kisses, Reese’s Puffs Big Puffs and Jolly Rancher cereal. The cereals are tailor-made for kids—and adults—who just want to eat candy for breakfast. When it comes to cereal, consumers tend to indulge more—a fact that General Mills is likely betting on given that just one cup of the Hershey’s Kisses cereal contains 12 grams of sugar. The breakfast treat is already available around the United States while the other two cereals gear up for a nationwide release in March. This is not the two brands’ first alliance—General Mills previously released Cocoa Puffs made with Hershey’s chocolate and a Hershey’s Cookies and Cream Fillows Cereal. This latest cereal roll out comes after General Mills cereal competitor, Post Consumer Brands, partnered with Mondelez International to develop Oreo O’s, Nutter Butter, and Chips Ahoy! cereal.
The race to a sugar rush comes at a time when many food brands have been scrambling to deliver healthy products and marketing messages. Health and wellness trends have been rising in consumer search behavior, according to a Gartner report on the topic. General Mills, however, is focusing less on transparent health benefits and more on delivering a diverse cereal portfolio to reach consumers. Hillary Balma, Senior Brand Manager of General Mills, emphasized the importance of the brand having “a cereal to meet nearly every individual’s needs.”
Hershey’s and General Mills are bucking the societal health trends to give consumers a cereal sweet treat. This move may inspire other brands to go against grain when creating new consumer products in a bid to appeal to specific target markets.