Posted by Kellogg’s Uses SPOONS to Promote Cereals
SPOONS may be a popular party game – but now it’s also an acronym for Kellogg’s cereals, one the company hopes will convince shoppers that Kellogg’s offerings are nutritious enough to go in the family shopping cart.
With today’s push for healthy grocery choices, and government mandates like Make America Healthy Again requiring transparency and reductions in sugars and artificial colors, it’s been a challenging environment for many of Kellogg’s cereal products. The company is hoping to highlight some of its healthier selections by summarizing their benefits in the compact acronym: SPOONS.
SPOONS stands for Simple ingredients, Protein, Outstanding fiber, Other nutritious foods, Nutrients, and Single-digit sugars (which indicates fewer than 10 grams per serving). This badge of good health label will initially be rolled out on the back of Kellogg’s All-Bran, Corn Flakes, Frosted Mini-Wheats, Raisin Bran, and Rice Krispies boxes. SPOONS also plays off images of scooping a cereal spoon into a bowl.
“Consumers today are increasingly focused on nutrition but often find labels complex, time-consuming or difficult to interpret,” a spokesperson for Kellogg’s told CPG Insider. “SPOONS was designed to address this by translating key nutrition attributes into simple, intuitive on-pack cues that support faster, more confident choices…. making relevant benefits — like fiber, protein and key nutrients — easier to see and understand at a glance.”
With the SPOONS campaign, Kellogg’s hopes to position itself as a nutritious choice in the minds of consumers, distancing itself from images of sugary bowls filled with artificial colors. Kellogg’s $10 billion chunk of the industry has been in decline, and Froot Loops recently became a symbolic target for campaigns like MAHA.
The company has taken steps to reduce sugars, including a 25% decrease in leading kids’ cereal brands, and touts the message that three quarters of its portfolio now achieves less than 12 grams of added sugar per serving. Last summer, Kellogg’s signed an agreement to phase out petroleum-based colors.
With Americans’ eating preferences rapidly evolving, Including younger consumers craving other choices and even vegetables, and the popularity of GLP-1 protocols that require increased protein and fiber, Kellogg’s hopes to recalibrate to meet the opportunity.
The company capitalized on a vast Super Bowl audience to promote the fiber benefits of Raisin Bran with actor William Shatner. It’s also working with noted dietitians to create recipes for a “Fiber Hack” social media effort.
Will the SPOONS label come to equate itself with healthy cereal and keep Kellogg’s in consumers’ shopping carts? Read more.