The line extension “was 100% driven by fan demand and preferences,” says Joanna Grennes, Senior Director for Kellogg’s U.S. Morning Foods R&D. “Cinnamon ranks as the top flavor request among Frosted Flakes lovers, so this innovation made perfect sense...
“Our Kellogg’s Research & Development team considered more than 100 variations, evaluating the intensity of the cinnamon as well as the addition of vanilla and notes of caramelized sugar and maple to help bridge from the classic Frosted Flakes flavor profile before settling on the final sweet combination – using real korintje cinnamon.”
The method of applying the cinnamon flavor was also modified in light of feedback from consumers, said Grennes. “After first exploring a more traditional ‘dusting’ application and receiving taste test feedback that the cinnamon washed off with the addition of milk, our R&D team enveloped the cinnamon within the coating to create a truly ‘frosted’ cinnamon flake.”
Let Your Gr-r-reat Out campaign has boosted sales of Frosted Flakes
While the Frosted Flakes brand (the #1 US cereal brand targeted at kids) has been struggling in recent years (dollar sales dipped 3.9%* in the year to July 10, 2016), sales have been boosted by the new ‘Let Your Gr-r-reat Out’ campaign and new packaging, associate director, brand marketing Christie Crouch, told FoodNavigator-USA in September.
She added: “We’re really encouraged by the new campaign. Frosted Flakes continues to be the #1 kids cereal brand but it has been declining, and I think some of the other brands were just being a bit more relevant, so that’s what our challenge was - to stay fresh and relevant.”
* IRI data covering drugstores, mass-market retailers, gas/c-stores, military commissaries and select club and dollar chains in the year to July 10, 2016.