What's Going On with Breakfast & Nestle Sensations?

The Lempert Report
October 17, 2023

On the Bullseye - as if breakfast wasn't confusing enough.

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Breakfast is often hailed as the most important meal of the day, and is more than just a morning ritual; it's a crucial part of maintaining good health and well-being. But in recent years, breakfast habits have shifted, with many opting for quick fixes like a shake or protein bar, or even a microwave sandwich, or even skipping breakfast altogether. This change in behavior has been accompanied by a noticeable decline in the sales of breakfast cereals. Breakfast serves as the jumpstart our bodies need after a night's rest. It provides the necessary nutrients and energy to kickstart our metabolism and fuel our brain for the day ahead. Without breakfast, our bodies are essentially running on empty, leading to fatigue, poor concentration, and increased irritability. Studies have linked regular breakfast consumption to improved cognitive function, better mood, and lower risk of chronic diseases.  Many people are turning to convenience and often processed foods that may lack the nutritional punch of a well-rounded breakfast. According to a 2020 survey by the NPD Group, a leading market research firm, over 31 million Americans admit to skipping breakfast daily. One of the most noticeable trends accompanying the changing breakfast landscape is the decline in sales of breakfast cereals. Historically, cereals have been a breakfast staple, prized for their convenience and variety. However, data from Statista reveals a steady decrease in the consumption of cereal in recent years. According to Statista in 2023 sales of breakfast cereals here in the US amounted to $21.98 billion dollars. The average volume of cereal consumed per capita is 17.196 lbs - that's down from 17.8575 - now that might not seem like a big drop - but for cereal makers that's huge and shows a slowing decline in cereal. Our changing dietary preferences have led individuals to explore other breakfast options, such as protein-rich smoothies, avocado toast, and yogurt bowls. These alternatives offer a perception of healthier choices and more exciting flavors compared to the traditional cereal and milk. Americans' concern about the sugar content and nutritional value of some breakfast cereals have pushed health-conscious consumers towards more natural, whole-food options. The sales of sugary cereals have taken a hit, while healthier cereal alternatives like granola or muesli have experienced modest growth.

So help me understand this one. Kellogg's and Nestle have teamed up to bring us Frosted Flakes Cereal Flavored Milk and Eggs Maple Waffle Flavored Milk. “Breakfast is synonymous with cereal and waffles, and fans will be able to shake up their morning routine with a drinkable way to enjoy the taste of both,” says Meaghan Sparkman, Nestlé USA general manager and marketing director for the Ready-to-Drink Business Unit. “Inspired by two Kellogg classics, new Nestlé Sensations Frosted Flakes Cereal and Sensations Eggo Maple Waffle combines the magic of childhood meals with the delicious flavor of our iconic milk beverages, delivering a delightful taste to our fans nationwide.” Arriving in November, the Nestle Sensations Frosted Flakes Flavored Milk according to Nestle, tastes like it’s straight from the bottom of the cereal bowl. The best part they say, No bowl or spoon required they add. Featuring the beloved taste of frosted cornflakes, complete with a rich and creamy dairy finish, experience your favorite childhood cereal on-the-go. Who are they trying to sell this to? Baby Boomers? Moms with kids? Anybody? By the way, I'm a little confused - Nestle already sells Carnation Breakfast essentials Kellogg's Frosted Flakes Flavored Nutritional Drink. That product has water as its first ingredient, glucose syrup as the second and milk protein concentrate as #3. #4 is sugar.In just over 8 oz you get 240 calories, 4 grams of fat, 41 grams of carbs 15 grams of added sugars and 10 grams of protein. Also contains 21 vitamins and minerals. The suggested retail price for the new Nestle Sensations Frosted Flakes and Eggo is $2.59 for a 14 ounce bottle. I couldn't find the ingredients or nutritional on these two new products, but I was able to find Nestle Sensations Froot Loops flavored milk. I know it's a stretch and the ingredients probably are not the same - but here's what we might find. The Froot Loops contains natural & artificial flavors and low-fat milk and has 14 grams of protein. It's made from real milk and contains no high fructose corn syrup but sugar is the number two ingredient. One bottle contains 39 grams of sugars of which 18 grams are added sugars. I'm imagining that people may choose to drink it right out of the bottle, but isn't it likely that some may use these flavored milks to add to their cereals? In the case of Froot Loops - according to the FDA Nutritional Facts label the standard size serving of breakfast cereal is 100 grams or a bit over 3.5 ounces of cereal. So if we add 4 ounces of Froot Loops flavored milk to 3.5oz of Froot Loops cereal we would be consuming 23 grams of added and naturally occurring sugars. By the way, according to Zippia, Cheerios is the number one selling cereal here in the US with Frosted Flakes a close second with sales of $412.6 million in 2022.