Cereal Killers

I’m not feeling sorry for Kelloggs or General Mills, but cereal sales have fallen off sharply. Apparently baby boomers who grew up eating cereal for breakfast and snacking cannot make up for millennials who rarely go in for the milky crunch.

We had Rice Crispies, Corn Flakes, Frosted Flakes, Cheerios, Raisin Bran, Wheaties, Puffed Rice, Sugar Pops, and loads of other brands I can no longer remember. We ate them with milk and if they were covered with sugar, we ate them as snacks.

According to recent surveys, millennials forego the cereal habit because “it’s too much work.” Read that again. Too much work. You have to clean up the bowl and spoon afterward. Almost 40% of those surveyed gave that as the number one reason they prefer the convenience of protein bars or fast-food biscuits. I’ll grant you that some of the cereals we ate back then were just slick sugar delivery systems, but as we got older we turned to Wheat Chex, Rice Chex and other somewhat healthier alternatives. Then we added fresh fruits as well, all in the name of eating smarter.

Cereal makers have not given up on trying to attract millennials and the inducement of healthier offerings is still being used as a lure. Kellogg has come out with a variation that has quinoa in it. Can Kale Bran be far behind?

If it’s too much trouble to get out a bowl, spoon and milk, can we count on these people when we’re no longer able to feed ourselves? Are they going to put us on protein IV drips for breakfast? That may be the same way they get their morning nutrients, but for folks who grew up listening to their Rice Crispies making snap, crackle and pop noises it’s going to be a real downer.

Convenience is a great selling point for just about anything. Internet access, cruise control, electronic bill paying, ATMs, and more have made our lives easier and more pleasurable. But the pleasure of cold milk hitting a bowl of crunchy grains and scarfing it all up while the cereal is still crunchy – that may be an indulgence that future generations (thinking about the Matrix here) never get to experience.

Sugar Pops are Tops!

Jay Harrison is a graphic designer and writer whose work can be seen at DesignConcept and at BoomSpeak. He's written a mystery novel, which therefore makes him a pre-published author.