Coffee-flavored cereals: Dunkin and Post Cereals team up to create breakfast hybrid
29 Jul 2020 --- Post Consumer Brands and Dunkin’ are launching two new cereals made with Dunkin’ coffee, set to roll out in the US next month. The Post cereals – Dunkin’ Caramel Macchiato and Mocha Latte – were inspired by Dunkin’ fans’ favorite flavors and mark the first collaboration between Post and Dunkin’ and add a new dimension to breakfast cereals.
Post Dunkin’ Caramel Macchiato cereal is brought to life with crunchy cereal pieces and caramel-swirled marshmallows, creating the indulgent taste of the layered iced coffee beverage. Post Dunkin’ Mocha Latte cereal features a hint of chocolate and latte-swirled marshmallows in honor of its namesake espresso. The new cereals contain a small amount of caffeine, roughly a one-tenth of a coffee, so everyone can indulge in the rich coffee-forward experience.
“Coffee and cereal are the ultimate breakfast go-to’s, ranking as the top two most consumed items to help people start their day,” says Josh Jans, Brand Manager of Cereal Partnerships at Post Consumer Brands. “Dunkin’ coffee is a daily ritual for US Americans getting the flavor right on our cereals was a top priority.”
“For our fans who already start their days with Dunkin’, this gives them another way to experience their favorite flavors,” says Brian Gilbert, Vice President of Retail Business Development at Dunkin’.
Coffee remains the top beverage of choice in the US, with nearly 65 percent of US adults reporting that they consume coffee every day. For the 14th year in a row, Dunkin’ was named the number one brand for customer loyalty in the out-of-home coffee category, and for the eighth consecutive year, the Dunkin’ brand was also number one in the packaged coffee category.
Consumed in nearly 90 percent of all US households and popular with people of all ages, cereal is the country’s top favorite breakfast food. Today, it’s also increasingly enjoyed as a snack, lunch or dinner meal replacement, or ingredient in recipes.
Hybrid products on the rise
As consumers become increasingly adventurous with their food choices, snack products have evolved to include new hybrids and unusual combinations. In line with Innova Market Insights’ number seven trend for 2020, “Hello Hybrids,” highlighting that consumers are highly receptive to hybrid products.
According to the market researcher, there is ample opportunity for blending specific ingredients and category fusions, creating innovative food and beverages as the demand for genuine novelty continues to grow. 
Getting “the best of both worlds” through exciting hybrid products has manufacturers looking for new ways to blur boundaries and cross categories to develop products that appeal to consumers who want to explore bolder flavors, novel color combinations and multisensory food experiences.
Meanwhile, coffee flavor trends are still proving to be popular and a taste that never goes out of style. Coffee flavors are seen in confectionery, ice cream and desserts and bakery.
Globally, there is an interest in gourmet foods, often focusing on the provenance of the ingredients, its content in the finished product and the use of upmarket flavors. This also taps into the Top Trends for 2020, “Storytelling.”
Edited by Elizabeth Green
