General Mills packs protein into Ghost cereal

Diving overview:

• Protein product manufacturer Ghost Announcing the launch of Ghost Protein Cerealcreated in collaboration with General Mills, the brand’s first foray into the cereal category.
• The cereal comes in two varieties: Peanut Butter, which has 18 grams of protein and 6 grams of sugar per serving, and Marshmallow, which boasts 17 grams of protein per serving. Ghost said the marshmallow products also include fan-favorite Lucky Charms marshmallow pieces.
• Cereal manufacturers are taking advantage of growing consumer interest in foods with a healthier profile, such as General Mills’ recent Cheerios products that are high in protein, with new product innovations.

Dive Insight:

Ghost believes that entering cereal is a logical conclusion for the brand after cereal milk has become one of the most popular protein powder flavors. For General Mills, collaborations with well-known brands in the protein space lend credibility to the company’s goal of increasing the presence of nutrients in its products.

“It’s no secret that consumers are looking for more protein options these days, and the GHOST team has a reputation for disrupting the performance nutrition space with flavors that go beyond basic chocolate and vanilla. “Yes,” said Nicole Ayers, Director of General’s Cereal Division. Mr. Mills said in his statement.

The cereal follows the flavors of Ghost Protein Powder, which comes from collaborations with notable snack and sweets brands such as Oreo, Chips Ahoy, Sour Patch Kids, Swedish Fish, Warheads, and Welch’s.

The protein supplement market has expanded in recent years due to increasing consumer interest in fitness and wellness. It is expected to be worth $10.8 billion by 2030 and grow at a compound annual growth rate of 8%. According to Grand View Research data.

As cereals face long-term sales declines as younger consumers stop buying them, major companies are working to revamp the category’s image to match changing needs. General Mills is also leaning into increasing consumption of cereal as a snack food, launching mini varieties of major brands such as Honey Nut Cheerios and Reese’s Puffs. The company is also rolling out new varieties of classic brands that contain much higher protein content than before, like the Oat Crunch line of Cheerios that debuted last year.

WK Kellogg Co., which is trying to regain its position in the cereal space after losing market share to rival General Mills Co. in recent years, has capitalized on new product launches since spinning off as an independent cereal business last year. We are increasing the health of our portfolio. . Earlier this year, the company debuted a new cereal line, Eat Your Mouth Off, aimed at Gen Z consumers. It contains 22 grams of protein and is sweetened with stevia instead of sugar. Kellogg also expanded into the protein space last year by partnering with Six Star on whey powders that include Footloop and Frosted Flake flavors.