Targeting the Zillennial: WK Kellogg Co debuts new better-for-you vegan cereal brand

By Gill Hyslop

- Last updated on GMT

Zillennials are online savvy, brand conscious and climate focused. Pic: GettyImages/Johnce
Zillennials are online savvy, brand conscious and climate focused. Pic: GettyImages/Johnce

Related tags WK Kellogg Co Breakfast cereal plant-based zero sugar better for you vegan Zillennials

The introduction of Eat Your Mouth Off aligns with WK Kellogg Co’s strategy to diversify its portfolio in response to shifting consumer preferences – particularly the new fringe generation – towards plant-based, but still protein-heavy, better-for-you options.

The 100% plant-based cereal line is touted to be “so delicious that you’ll want to Eat Your Mouth Off,”​ said senior marketing director Sadie Garcia.

“Crafted specifically for Zillennials in pursuit of a brand that mirrors their unique personalities, our latest creation is an unfiltered expression of the no-nonsense ethos that we, as a brand, represent.

“There’s no sugarcoating here​ – it’s a high-protein option that doesn’t sacrifice taste,”​ she added.

Notably, many of Kellogg’s cereals are fortified with vitamin D, however, this is typically sourced from lanolin, a derivative of sheep’s wool. Eat Your Mouth Off still packs a punch of added nutrition, but its plant-based, making it suitable for vegans.

WK Kelloggs vegan cereals
Pic: WK Kellogg Co

Spirit of innovation

It’s also the first new product launch since the business spun off on its own in October 2023.

WK Kellogg Co comprises Kellogg’s North American cereal business,​ including brands like Frosted Flakes, Froot Loops, Special K, Rice Krispies and Corn Flakes. Its journey actually began in 1894, when founder W.K. Kellogg changed breakfast forever with the creation of Corn Flakes.

According to CEO Gary Pilnick, the new entity still celebrates its founder’s “spirit of innovation and entrepreneurship​,” channelling his passion and commitment to create high quality and delicious products while fostering communities.

That’s certainly the strategy behind Eat Your Mouth Off, with its backstory targeting a new generation.

Who are Zillennials?

Zillennial eating breakfast cereal Getty SrdjanPav
Pic: GettyImages/SrdjanPav

According to performance marketing agency Amsive, Zillennials are the newest fringe generation – people born within the five-year age range straddling Millennials and Gen Z.

Fringe generations are typically overlooked in favour of larger generational groups, but it’s just as important for product developers to understand the behaviours of this unique group of people.

Zillennials are particularly online-savvy, spending 33% more time on social media platforms than their older Millennial counterparts. However, they’re strongly put off by content overload and by being spammed.

They are also brand conscious, and while financially less secure than past generations, tend to make more impulse purchases.

That said, they are very value-driven and want to know the product’s background, how it’s made and most importantly, if it’s sustainable, before making a purchase.

“They want to be able to align ethically with these brands and tout them almost like a symbol of pride. Not like status signalling, but something that’s authentically who they are,”​ said Michelle Castagnola, senior brand strategist for Amsive.

Goes beyond being good-for-you

The puffed cereal line has launched with two variants – Fruity and Chocolate – and sports a nutritional profile to be proud of, including 22g of plant-based protein, 0g of sugar and 2g or less of net carbs per serving.

“It’s been just a year since this team, driven by curiosity and a hunger for something new, began envisioning cereal not only as a nutritious option but as a way to inject fun into your breakfast, snack, or meal experience,”​ said Garcia.

“From there, Eat Your Mouth Off was born as a brand that goes beyond being good for you; it’s so delicious that you’ll want to Eat Your Mouth Off.”

Eat Your Mouth Off is rolling out in major retailers across the US for an RRP of $8.99 for a 7.5oz box.

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