B&G Foods has joined forces with Focus Brands to launch a breakfast cereal for the US market.

Cream of Wheat Cinnabon instant hot cereal, will be supported by a marketing programme building on the efforts that B&G has put into place for the brand since it bought the brand from Kraft Foods in 2007, the firm said today (20 September).

“This relationship illustrates a unique opportunity for Cream of Wheat in that it allows us to utilise the brand and flavour equity of Cinnabon to provide consumers an exciting new product that we are confident will be a success,” said David Wenner, president and CEO of B&G Foods.

Focus Brands is a franchisor and operator of over 2,200 ice cream stores, bakeries, restaurants and cafes,

Social media interaction combined with retail events, couponing and advertising will aim to create consumer awareness and trial during the initial launch and throughout expanded distribution in 2011.

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Each box of Cream of Wheat Cinnabon instant hot cereal includes ten 35g instant packets. Each packet, equal to one serving, has 100 calories and 0 grams of fat the firm claims.