When a cereal brand turns to cookies to combat obesity, it’s time to rethink what it is, a brand’s CEO says
By David A. Clarke Jr. and James S. GormanCNNMoney”I can’t imagine going back to my cereal brand in a year’s time,” said Jim McBride, president of the American Cereal Association.
A recent report by the Consumer Reports nutrition study suggested that people who ate cereal products were actually eating more calories than people who didn’t.
McGrath, a retired executive at Kelloggs, said his company had no plans to stop using cookies in the future, but it’s starting to get into the habit of not using them.
The cereal company, which owns Kellogg, is not the only company to embrace cookies in some form, though.
McDonald’s introduced its first-ever line of cookies in 2004, and Kraft and Starbucks recently launched their own line of baked goods with the cookie flavor.
McDonald’s is the first big company to add cookies to its cereals.
But other cereal brands are starting to make the transition to them, including Unilever, which announced last month that it was making cookies available in its entire cereal line.
McDavid said the cereal brand is still the company’s No. 1 cereal brand, but is moving toward the cookie brand as well.
“We’re doing more cookie-based stuff, and that’s part of our strategy,” he said.
“It’s really important for us to have that cookie flavor in our line of cereal because we know that people love to eat cookies and they love to look at them.”
McDavid added that the cookie’s health benefits include lowering cholesterol and helping to lower the risk of cardiovascular disease.
McDougall said he wants to keep using cookies as long as the cookies are safe and healthy.
He said that people are starting a conversation about cookies and eating them more.
“When we put cookies in our cereals, we’re really saying, ‘Hey, this is the kind of thing that’s good for you, and it’s safe and good for the environment,’ ” he said, “and it’s a way to make sure that we’re providing the product that people want and want.”
McDougalls, who started his career at a cereal manufacturer, said he and his wife are not vegan.
McElderly Americans are more likely to eat a lot of food than young adults, which means that people in their 40s and 50s are likely to be more likely than people in the 20s and 30s to eat more cookies.
“If people want cookies, they’ll have them in their cereal,” he added.
McElroy said that some brands have started to include cookies in their products in recent years, and he said he’s happy to see brands take advantage of the trend.
“This is something we’re happy to be part of,” he told CNNMoney.