Guest essay by Eric Worrall
As a climate skeptic I couldn’t care less about recycling, carbon footprints, “lights on” Earth Hour, or any of the other claptrap associated with the green religion. But the breathtakingly wasteful lifestyle choices of the allegedly green “Millennials” put my efforts to enjoy the advantages of consumerist living to shame.
Cereal, a Taste of Nostalgia, Looks for Its Next Chapter
“The cereal category is certainly shifting,” said Melissa Abbott, director of culinary insights for the Hartman Group, a consumer food research organization. “Consumers over all are less interested in industrially processed grains as a meaningful start to their day.”
Some organic and other brands perceived as more healthful are selling well, so General Mills has added three organic cereals to its Annie’s line of children’s foods. By April, it hopes to introduce Frosted Oat Flakes, Berry Bunnies and Cocoa Bunnies in Whole Foods stores.
Kellogg’s, which Mr. Bryant told investors this month had not always been on top of consumer tastes, is banking on a better mix of healthful cereals. It has just introduced a Nourish line of Special K with quinoa, and is looking at ways to repackage cereal into single servings and more eco-friendly bags.
The dream of all these companies is to capture the all-powerful and elusive millennial eater, who just isn’t all that into cereal for breakfast. It’s just too much work, for one thing. Almost 40 percent of the millennials surveyed by Mintel for its 2015 report said cereal was an inconvenient breakfast choice because they had to clean up after eating it.
I mean, wow, I’m impressed. Millennials can’t be bothered eating cereal, because it is too much bother to sling the used bowl into the dishwasher – the cereal doesn’t come in a disposable container.
I’d love to see green ideas like reducing your carbon footprint get serious traction with that demographic.