Post premiers new cereals

By Gill Hyslop

- Last updated on GMT

Post Consumer Brands is releasing a raft of new breakfast cereals for summer. Pic: Post Consumer Brands
Post Consumer Brands is releasing a raft of new breakfast cereals for summer. Pic: Post Consumer Brands

Related tags Post holdings Post foods Cereals Mondelez Breakfast cereals Ice cream Granola

Post Consumer Brands is releasing a slew of new and old favorites this month, including a first of its kind ice cream themed cereal, a spinoff from Honey Bunches of Oats and the return of the original Honeycomb, among others.

This is the second major launch of Post cereals this year – following a group of January releases.

The Minnesota-based food manufacturer has collaborated with Cold Stone Creamery for the first time to create ice cream themed Malt-O-Meal.

Cold Stone Creamery – owned by Kahala Brands, one of the fastest growing franchising companies in the world – is known for handcrafting its ice creams daily in approximately 1,500 locations in over 25 countries.

The bagged Malt-O-Meal will be available in two flavors: Our Strawberry Blonde (honey graham and strawberry flavored cereal with marshmallows) and Birthday Cake Remix (birthday cake flavored cereal with chocolate flavored marshmallows).

Heeding consumer demand

“We continue to listen closely to our consumers and evolve our brands to deliver some of best tasting cereals available,”​ said Roxanne Bernstein, chief marketing officer at Post Consumer Brands.

“This summer is jam-packed with new and delicious additions. June also marks the start of our sponsorship with Major League Soccer where we will take our cereal on the road to grocery stores and soccer stadiums nationwide.”

Post has also collaborated with Warner Bros for its Flintstone-themed Peanut Butter & Cocoa Pebbles cereal – a crispy rice cereal combining the popular flavors of peanut butter with real cocoa – and with Mondelēz International for the cookie inspired Post Chips Ahoy and Post Nutter Butter cereals.

The latter two cereals were initially launched in December 2017 with limited availability, but have now been rolled out in grocery stores across the US.

Expanding popular choices

Post Consumer Brands – a business unit of Post Holdings formed from the combination of Post Foods and MOM Brands in May 2015 – has also created spinoffs of its popular Honey Bunches of Oats – the third most purchased all family cereal in the US for the 52 weeks ending 28 April 2018, according to Nielson Total US xAOC.

Honey Bunches of Oats Banana Bunches with Almonds contains banana puree infused in the granola and banana-flavored flakes, while Honey Bunches of Oats Granola comes in three new flavors including Toffee Almond, Maple Pecan and French Vanilla Almond.

The zip-sealed bags provide freshness and versatility as a cereal, snack or yogurt topping.

The Post Shredded Wheat cereal range has been expanded with three wholesome frosted wheat biscuit flavors, including Original Frosted Shredded Wheat, Strawberry Frosted Shredded Wheat and Frosted Chocolate Strawberry.

Finally, the new cereal roundup includes an old favorite brought back by consumer request. Honeycomb Original Flavor comprises the original cereal’s shape and flavor, and is packed in the recognizable classic box.

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