If you loved the unicorn food trend, the new Kellogg’s Unicorn Cereal might just make your wildest breakfast dreams come true. The cereal recently hit shelves for a limited time in the United States. So far, kids and kids-at-heart alike seem to love it. Here’s what you should know before you pick up a box for yourself.
We all remember the iconic Starbucks unicorn frappuccino. A slew of food tried to ride the trend, including unicorn toast, noodles, lattes, macarons, pancakes, and Pop-Tarts. Some have even attempted to create grown-up versions of unicorn dishes, with a rainbow of fruits and veggies, instead of artificial flavors and colors. Kellogg’s cereal clearly thinks the unicorn market lives on, and seeks to capitalize on it.
“The cereal drove significant excitement, and there continues to be an increase in unicorn food and products in the U.S., so we launched Kellogg’s Unicorn cereal,” said Chris Stolsky, associate director of morning foods marketing at Kellogg’s. Unicorn cereal also capitalizes on the popularity of food trends, in general. Let’s face it: In the age of Instagram, when we see something exciting, we’ve just gotta have it. And of course, ‘gram it.
Those of you who recognize the cereal, you aren’t crazy. The box might look vaguely familiar to you if you saw that Kellogg’s released Unicorn Froot Loops in Germany earlier this year. It also flew off shelves in the United Kingdom, prompting the company to try and make a go of it in the states.
Kellogg’s made a number of changes to the cereal as it transitioned from the U.K. to the States. Some of those came in the form of branding and others came about for legal purposes. Named Unicorn Froot Loops in the U.K, the U.S. version hit shelves as Kellogg’s Unicorn Cereal. The U.S. version also features loops in red, purple, and blue, each covered with white “crunchlets” of cupcake flavor.
Cereal sales have not done well over the past few years, especially sugary ones. Kellogg’s strategy may involve building anticipation and excitement around trendy products like unicorn cereal. Its cereal sales have lagged in the face of easier, healthier, and often less sugary breakfast items. If unicorn cereal does well, expect to see similar gimmicks in the future.
In April, General Mills announced plans to add a unicorn marshmallow to Lucky Charms. Does that make it more “magically delicious?” Post also recently resurrected its Oreo O’s cereal and introduced Chips Ahoy! and Nutter Butter cereals to ride the cookies-as-cereal idea. The latter two only sell online and at Walmart for a limited time. That strategy also hits the exclusivity idea, as well as tapping into nostalgia.
As with all unicorn-themed products, the packaging looks like a Lisa Frank Trapper Keeper. While the sugary cereal probably caters to kids too young to remember the 90’s classic, parents might open their wallet for a walk down memory lane. That, or at least collect the box.
The back of the box features a coloring activity, for maximum breakfast-time entertainment. Another activity on the side helps you discover your “unicorn name.” Most likely, more than a few will buy the cereal just to learn that very important fact.
Kellogg’s unicorn cereal tastes like a sweet dessert-like treat. Yes, it does resemble the taste of cupcakes, but whether they taste like unicorn magic is anyone’s best guess. The red, blue, and purple cereal loops also come sprinkled with little, white sugar pieces. Those give you an extra hit of the sweet stuff, in case you needed even more.