Picture midnight in the summer. You're hungry, but lazy. You could order pizza, or boil water for instant ramen, but your hunger isn't super ravenous, and you'd rather not wait more than the minute it takes to walk to the kitchen. Enter: cereal for late night. Already the lazy (or enterprising!) man's go-to midnight munchie cure, Kellogg's is attempting to boost falling breakfast sales by repositioning popular cereal lines like Special K, Froot Loops, and Frosted Flakes as the perfect "good night snack." They even have a fancy new moon and star bedazzled box, ooh!
Pitched as an alternative to milk and cookies, Ben & Jerry's, and lukewarm DiGiorno, new late night Kellogg's cereals are exactly the same as their daytime counterparts, just in new limited edition boxes to remind everyone that, yes, you can totally eat Froot Loops in the middle of your shameful Power Rangers/Netflix binge.
According to the Associated Press, sales for Kellogg's U.S. breakfast division fell 5.5% in the first quarter, due to more and more Americans seeking healthier or more convenient alternatives like Greek yogurt, fast food breakfast sandwiches, or cereals made without genetically modified ingredients. The push of cereals as snacks or even yogurt toppings, Kellogg's hopes, will help abate some of the company's losses.
Seems reasonable enough, though, as Consumerist notes, we're not too crazy about letting kids think they can eat sugary cereals for dinner. It's hard enough getting them to eat their veggies as it is.