General Mills plans to bow three line extensions for Total cereal with TV, radio, print and sampling targeting the country’s 76 million Baby Boomers.
The flavors are strawberry, honey clusters and vanilla yogurt, per news reports. Marketing plans are still in development, but General Mills plans heavy media support and will sample the nutrition-conscious cereals to members of the AARP, according to news reports.
Total’s sales have fallen for three years despite high consumer interest in healthy eating; sales dropped 15% to $66 million for the year ended July 10, per IRI data.
Meanwhile, Minneapolis-based Mills launched a foodservice assortment of single-serve packs of adult brands (Total, Raisin Bran, Cinnamon Toast Crunch, Cheerios) earlier this summer for restaurants and cafeterias.
“Branded cup cereal is convenient to sell and the right assortment helps eliminate the waste of unsold product,” said Mariana Ureta, associate marketing manager of General Mills Bakeries & Foodservice, in a statement.
