General Mills boosts protein levels in new Cheerios

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Dive Brief:

• General Mills is launching Cheerios Protein, with each serving containing 8 grams of the nutrient. The cereal is available in two flavors, Cinnamon and Strawberry.
• The cereal giant said the product is part of its effort to include more protein in its legacy products. Nearly three-quarters of consumers are adding more protein into their diets, General Mills noted, citing data from The International Food Information Council.
• As consumers abandon the breakfast staple in favor of healthier options, cereal manufacturers are responding by adding more nutritional benefits, including whole grains and protein.

Dive Insight:

General Mills’ 83-year-old Cheerios brand, which has adapted to changing trends for decades, is looking for its latest way to keep up.

“Starting the day off with additional protein can help our consumers meet their nutritional needs—especially with a reliable and delicious option from a brand they already know and love,” Emilie Knox, the vice president of morning foods at General Mills, said in a statement. “As protein continues to be an important priority for people of all ages, we specifically created Cheerios Protein with families in mind.”

The introduction of Cheerios Protein follows several other protein-packed launches from General Mills this year. These included Wheaties Protein and Ghost protein cereal, the latter being a collaboration with the popular protein powder maker. Each cereal contains between 18 grams and 22 grams of protein per serving.

Other major players in cereal also are adapting their portfolios to meet the growing demand for protein.

Earlier this year, WK Kellogg Co debuted Eat Your Mouth Off, a puffed cereal targeting Gen Z. It contains 22 grams of protein per serving and is sweetened by stevia as opposed to sugar.

General Mills’ incorporation of protein into its products goes beyond cereal.

The Minnesota-based company debuted Yoplait Protein yogurt in January. The dairy product contains 15 grams of protein per serving to help it compete with rival products perceived to be healthier, such as Greek yogurt and skyr. General Mills also rolled out Annie’s Super Mac, which features 15 grams of protein and 6 grams of fiber. The product is a response to better-for-you mac and cheese brands like Goodles.