The maple-flavored, toast-shaped cereal was discontinued in the US in 2006 after just over a decade on shelf due to other sale and cereal priorities at the time, although the product remained on sale in Canada. The revived brand will be rolled out nationwide by the end of January 2015.
Jason Schumann, brand communications consultant for General Mills, said the company reformulated the product ahead of the launch “given current nutritional goals”.
The sugar content had been reduced to 9 grams per serving, he said, and there were more whole grains - 10 g/serving.
In addition to reformulating the product, he said the company had also revamped the pack design. “It’s very similar to the 2006 version but with a red background versus yellow and other enhancements.”
Playing into nostalgia
Asked where the product slotted into General Mills’ portfolio, Schumann said alongside the Cinnamon Toast Crunch brand.
The target, he said, was young adults. “We certainly see nostalgia playing a big part of the young adult audience.”
Datamonitor Consumer previously told this site evoking memories through packaging and marketing was snowballing and fitted perfectly with consumer sentiment.
“Nostalgia falls under the broader comfort and certainty trend. That mega trend is all about consumers looking to times which were simpler,” said Tanvi Savara, associate analyst at the firm.
Nostalgia has been trending in the bakery, snack and cereal sector for some time. Back in 2013, Kellogg Australia launched limited edition retro packs of its Corn Flakes, Rice Bubbles and Coco Pops cereal brands. Similarly, when Flowers Foods brought back Wonder bread, it did so with retro packaging. Both companies claimed the move was to spark consumer nostalgia.