US breakfast cereal group Post Holdings has extended its range of Great Grains products with the launch of granolas and snack mixes.
Great Grains Granolas and the Great Grains – The Bar Undone Granola Snack Mixes have been introduced to meet interest in “fad-free” dieting, Post said.
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Post pointed to research it conducted that it said showed 78% of women “believe fad diets are not an effective way to maintain a healthy weight”.
Mangala D’Sa, brand director for Great Grains, said: “We believe when it comes to healthy eating, the secret is, there is no secret. A fad-free diet, complete with wholesome, nutritious foods such as Great Grains cereals, new Great Grains – The Bar Undone Granola Snack Mix and new Great Grains Granolas with real fruit, nuts and seeds, is key to healthy eating.”
The granolas come in two flavours – Super Nutty and Blueberry Flax. The snack mixes are also available in two varieties – Cranberry, Nuts and Seeds, as well as Dark Chocolate Nut. Each mix comes in a portable grab-and-go pouch.
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Launching a health-focused product at the start of a year is a common marketing tool but US cereal makers, facing declining sales, are increasingly trying to tap into demand for healthier and more convenient products.
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By GlobalDataIn November, Post said it was preparing for sales in the US breakfast cereal sector to decline again over the next 12 months.
Recently-appointed CEO Rob Vitale said the US group expects the US ready-to-eat breakfast cereal category to decline 4%, continuing the slide seen in recent quarters.
However, Vitale said Post, which accounts for 11% of breakfast cereal sales in the US, some way behind Kellogg and General Mills, can gain market share, as, he said, the business did last year.
