Post's newest cereals feature tiny donuts and honey buns
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Despite talk of rising demand for healthy foods, sugar is still a sweet spot for breakfast cereal marketers. More evidence comes with the recent introduction of two cereals from Post Consumer Brands featuring tiny donuts and honey buns.
The cereals, Hostess Donettes and Hostess Honey Buns, are based on baked goods from Hostess Brands. Post is counting on the Hostess name to evoke feelings of nostagia as it looks to boost its presence in the cereal aisle. The cereals, which began hitting shelves in early 2019, are aimed at families with children, particularly parents eager to share with their kids a cereal that reminds them of a breakfast treat or snack they enjoyed during their own childhoods.
Sure, a doughnut or honey bun served in tiny cereal form is cute, and the marketing is meant to reflect that. Even if they clearly aren’t the healthiest way to start the day, the cereals are lower in calories and sugar than the Hostess sweet baked goods products they represent. And in today’s declining cereal market, buzzworthy brands served with a hint of sentimental longing and slight indulgence are the perfect combination to appeal to retailers eager to get people excited about buying packaged foods.
