C AT E G O R Y G U I D E
Cereal
82% 33%
59%
of consumers want
high fiber and 81%
want high protein in
their cereals.
of consumers who have
cereal in their work
cafeteria said they would
not order breakfast if
cereal was not offered.
More U.S. consumers are
eating breakfast outside the
home and are looking for a
nutritious and convenient
option that they can eat on
the go or at their workplace.
Cereal manufacturers’
response to consumer
demand for healthier
foods has been increased
options in the “targeted
health” cereals which
is driving growth in this
segment.
of consumers who eat
cereal do so as a snack,
making snacking the
second most popular
occasion.
Consistent with trends across
all eating occasions, the
rising culture of snacking is
transforming breakfast into
“snackfast” as consumers seek
convenience and portability.
Nearly
97%
of households with children
use cereal and it’s the top
breakfast option for 84% of
all consumers.
Cereal remains the No. 1 choice for breakfast in the
United States, a trend that is expected to continue
with breakfast cereal sales projected to grow from
$10.2 billion in 2011 to $11.2 billion in 2016.
30%
of foodservice operators
expect their annual cereal
purchases to increase.
Restaurant breakfast sales are on the increase
as more consumers opt to eat their morning meal
outside the home; sales are forecast to rise more
than 5 percent in both 2014 and 2015.
DECISION TREE
When deciding on the best products for your facility and consumer types, there are a few
key points to think about. The Guided Purchasing Selection contains those key decision
points that will direct you to the best set of products for your servery. We have developed
this tool to compliment this guide and it is downloadable on entegraPS.com-keyword
search: Cereal Decision Tool or by clicking on the GPS icon to the left. Follow these
decision points to obtain a list of the best products for your facility.
OPERATIONS
MODEL
TYPE
FLAVOR
• Retail vs. non-retail – Facilities that are selling the product would typically be classified as a retail operation.
Serveries that provide the product for free are classified as a non-retail operation.
• Determining the best product type to carry is dependent on a several key factors.
• Segment of business is strongly linked with the type of package type that will sell best.
• Also take into consideration whether you have a large grab-and-go consumer base, an all-you-can-eat facility, or an
upscale facility. Offer the corresponding pack types that will sell best.
• Flavor considerations are important and highly dependent on the age and demographic of your key consumer.
PROFITABILITY
• Each pack type drives different pricing and profit. Comparing a like capacity of 36 servings, cereal in a cup costs
more than single serve box and bowl pack but drives the highest profit margin because it delivers greater value to the
consumer. Profitability in order by type is Cereal in a Cup, Single Serve Box, Bowl Pack, Value Box and Bulk.
PORTION SIZE
• Pack size is important to consumers or facilities concerned with portion control. Pack size from smallest to largest is
Individual box, Bowl Pack, Cereal in a Cup.
ENTEGRA CONTRACTED CEREAL PRODUCT LINES
GENERAL MILLS ®
General Mills® produces four of the top cereal brands:
Cheerios®, Honey Nut Cheerios®, Cinnamon Toast Crunch®
and Lucky Charms®.
Every General Mills® Big G cereal contains at least 9 grams
of whole grain per serving and more than 20 General Mills®
cereals deliver 16 grams or more (at least 48 grams
recommended daily).
General Mills® has a complete range of formats to meet
operator needs.
Chex® is the largest gluten-free cereal brand in the
United States.
KELLOGG’S ®
Kellogg’s® ranks high with consumers of all ages. Three of
the top retail brands are produced by Kellogg’s®– Special
K®, Kellogg’s® Frosted Flakes® and Kellogg’s® Frosted
Mini Wheats®. Three of the top five children’s brands are
Kellogg’s® products – Kellogg’s® Frosted Flakes®, Froot
Loops® and Apple Jacks®.
Special K® has the highest velocity in adult cereal in grocery,
76 percent higher than the next closest competitor and 22
percent higher than all of the next five top brands combined.
Kashi®, a Kellogg’s® brand, is the leading all-natural cereal
brand and Kashi GOLEAN Crunch!® is the No. 1 all-natural
cereal.
TOP SELLING ENTEGRA Cereals
Brand
General Mills
General Mills
General Mills
General Mills
General Mills
General Mills
General Mills
General Mills
General Mills
General Mills
Kellogg’s
Kellogg’s
Kellogg’s
Kellogg’s
Kellogg’s
Kellogg’s
Kellogg’s
Kellogg’s
Kellogg’s
Kellogg’s
MFG Code
1600011941
1600032262
1600011945
1600027111
1600011918
1600045806
1600011977
1600014151
1600011815
1600011960
38000-12609
38000-12611
38000-18315
18627-33313
38000-22055
38000-00196
38000-00896
38000-00596
38000-13791
38000-18166
Product Description
Pack Size
Cheerios Bowlpak Small
96/.69 ounce
Cheerios Bowlpak Large
96/1 ounce
Cheerios SinglePak Box
70/.60 ounce
Nature Valley Bulk Granola - Oats N Honeys
4/50 ounce
Honey Nut Cheerios Bowlpak
96/1 ounce
Wholesome Assorted Bowlpak
96/1 ounce
Cheerios Bulk
4/29 ounce
Family Assortment Cup
60/1.86 ounce
Cinnamon Toast Crunch Bowlpak
96/1 ounce
Honey Nut Cheerios Singlepak Box
70/.81 ounce
Kellogg’s® Cereal Assortment Pack - Classic
60/Assorted
Kellogg’s® Cereal Assortment Pack - Favorite
60/Assorted
Kellogg’s® Cereal Assortment Pack - Wellness 60/Assorted
Kashi® Cereal Assortment Pack - All-Natural
36/Assorted
Kellogg’s® Cereal Assortment Pack - Family
72/Assorted
Kellogg’s® Corn Flakes®
96/0.75
Kellogg’s® Raisin Bran®
96/1.25
Kellogg’s® Rice Krispies®
96/0.625
Kellogg’s® Low Fat Granola with Raisins
4/50
Kellogg’s® Special K® Red Berries
4/44
Pack
Bowlpak
Bowlpak
Singlepak
Bowlpak
Bowlpak
Bowlpak
Bulk
Cup
Bowlpak
Singlepak
Cup
Cup
Cup
Cup
I-Box
Bowl
Bowl
Bowl
Bulk
Bulk
Sysco Code Gordon’s Code
4212221
2177584
4044368
6690675
4044558
2101648
4094587
712125
4119723
4828182
9241134
9234246
0867325
5604073
6199335
4044640
4044624
4044681
5602891
0843458
987543
264702
232211
711664
509396
N/A
455873
229420
595394
290680
N/A
117530
374590
619160
340180
232812
247197
233005
735108
678160
**Based on volume of cereal purchased.
Equipment/Setup/Labor:
Equipment is available to support your cereal needs.
Minimal labor is required.
How to Get Started
Contact your General Mills® Sales Representative.
Who to Contact
For more information, contact Tom Henkel, National
Account Manager, at [email protected] or call
1-800-767-3660.
www.generalmillsfoodservice.com
Equipment/Setup/Labor
Equipment is available to support your cereal needs.
Minimal labor is required.
How to Get Started
Contact your Kellogg’s® Sales Representative.
Who to Contact
For more information, contact your Kellogg’s® Food Away
From Home Sales Representative at 1-877-511-5777 or
visit www.KelloggsFoodAwayFromHome.com
Note: These are our branded cereal program options; for lower cost contracted alternates, contact your entegra account representative.
Sources:
“Report Finds Breakfast Drives Restaurant Sales to $47 Billion,’’ QSR, Dec. 4, 2013
“Buzzworthy” superfood ingredients invigorate hot cereal market, FOOD Navigator-USA, Dec. 10, 2013
F12 Performance Monitor Custom Questions – Cereal – QCE53 “Over the next year, do you think your annual cereal
purchases will increase, decrease or stay the same?”
Datassential Cereal Ombinbus, September 2012
Rabobank Report: Cereal Killers – Five Trends Revolutionizing American Breakfast: Breakfast Cereal Makers Need
to ‘Think beyond the Bowl’ to Remain Relevant, Business Wire, April 23, 2013
“Breakfast Cereal,” Kathleen Furore, Progressive Grocer, 2013
Re-Ignite Cereal Category Growth Story
AC Nielsen. $ Share of Total. 2MM+52 Weeks. 8/11/12
AC Nielsen, Unit Share, Total US Expanded AOC, 52 weeks ending 1/4/2014
AC Nielsen, Dollar Share, All Chex cereal products, Total US Expanded AOC, 52 weeks ending 1/4/2014
The NPD Group’s National Eating Trends In-Home/Away From Home database, Year ending Feb. 2012
Cereal Facts, Food Advertising to Children & Teens Score, Yale University, 2013
www.entegraPS.com • 866-ENTEGRA
[email protected] • © entegra Procurement Services