Introduction
Cereal has played a fundamental role in human diets for centuries, evolving from simple grains cultivated by ancient civilizations into a diverse array of breakfast options that define modern food culture. The journey of cereal production and consumption reflects historical, technological, and societal changes that have shaped the way we eat today. The origins of cereal consumption can be traced back to ancient civilizations, where grains like wheat and barley were cultivated around 10,000 B.C. ( Hillman et al., 2001). These early cereals were consumed in basic forms, such as porridge or gruel, providing essential sustenance for survival. As human societies progressed, particularly during the Industrial Revolution of the 18th and 19th centuries, advancements in agricultural technology led to increased cereal production (Kiple & Ornelas, 2000). This period witnessed the emergence of breakfast cereals like granola and cornflakes in the late 19th century, revolutionizing cereal consumption and popularizing these products globally (Smith, 2000).
The cereal industry underwent significant transformation with the enactment of regulatory measures such as the Nutritional Labeling and Educational Act (NLEA). This legislation mandated comprehensive nutrition labeling on cereal packaging, empowering consumers to make informed choices (Nutrition, C. F. F. S. a. A., 2018). Amidst these developments, rising concerns over childhood obesity have spurred collaborative efforts involving government agencies like the Federal Trade Commission (FTC) to promote responsible food marketing strategies aimed at addressing this public health issue (FTC, 2014).
Impact of Cereal Box Positioning
Cereal Box positioning plays a crucial role in consumer behavior and brand perception. Strategic placement in stores at eye level or in high-traffic areas enhances brand visibility and can stimulate impulse purchases. According to Alex Christian, an attorney at Post Cereal, consumers read only between seven and 12 words during their grocery store trip. This underscores the importance of utilizing colors, shapes, and packaging design to attract consumers and guide their purchasing decisions. Alex further explained to us the concept of brand blocking, where products within the same category are designed to be visually cohesive yet distinct to avoid confusion.
The transition from bags to boxes for cereal packing, driven by advantages such as improved product protection during shipping and enhanced branding opportunities, increased the significance of packaging design in consumer product marketing (Lukas, 2021).
Marketing to Children and Regulatory Challenges
The extensive marketing of unhealthy foods and beverages to children raises significant concerns. Research indicates that such marketing influences children's preferences and consumption patterns, contributing to health issues like cardiovascular disease, diabetes, and obesity (Longacre et al., 2017). In the United States, regulatory efforts to address this issue have faced challenges due to industry opposition. Limited restrictions on advertising unhealthy foods to children highlight the need for stronger regulations to promote healthier food choices and protect children's health (Food Marketing to Children and Adolescents, 2022). The American Heart Association advocates for stricter regulations, including limits on advertising unhealthy foods in schools and improved nutrition standards overall (Food Marketing to Children and Adolescents, 2022).
Legal Considerations
Legal and regulatory considerations play an important role in shaping cereal marketing strategies. Cereal companies must comply with labeling requirements established by regulatory agencies to provide consumers with accurate information about the contents of their products. This includes details regarding nutritional value, ingredients, and allergen warnings. The purpose of advertising standards is to prohibit deceptive activities and guarantee that marketing materials are truthful, transparent, and not misleading. They set standards for the marketing of cereal goods to customers. For example, the FTC alleged that Kellogg made false claims that its Frosted Mini-Wheats cereal was “clinically shown to improve kids’ attentiveness by nearly 20%." (See Kellogg settles FTC charges, 2013.)
We asked Alex about cereal marketing strategies and market research.
The Food & Drug Administration (FDA) sets requirements for food labeling, including nutrition facts panels, which inform consumers about the nutritional content of food, including calories, fat, sugar, protein, and vitamins. See "Nutrition Facts Requirements for Food Labeling" by Lev Berlin on ReciPal, which describes the FDA's nutrition facts requirements for food labeling. These requirements apply to cereal, as readily seen on cereal boxes. These nutrition labeling requirements were updated in 2016, including layout adjustments, new serving size formats, updated nutrient requirements, and the addition of information like added sugars (Nutrition Facts Requirements).
References:
Hillman, G., Hedges, R., Moore, A., Colledge, S., & Pettitt, P. (2001). New evidence of Lateglacial cereal cultivation at Abu Hureya and the implications for crop development and contributions to the economy in southwest Asia. The Holocene, 11(4), 383-393.
Harlan, J. R. (1992). Crops and man. American Society of Agronomy.
Kiple, K. F., & Ornelas, K. C. (2000). The Cambridge world history of food (Vol. 1). Cambridge University Press.
Smith, A. F. (2000). Breakfast cereals: The extreme food industry. In Food Nations (pp. 52-74). Routledge.
FTC report sheds new light on food marketing to children and adolescents. (2014, February 14). Federal Trade Commission. https://www.ftc.gov/news-events/news/press-releases/2008/07/ftc-report-sheds-new-light-food-marketing-children-adolescents
Nutrition Facts Requirements for Food Labeling | ReciPal. (n.d.). https://www.recipal.com/blog/labeling-rules-and-guidelines/do-i-need-nutrition-facts-on-my-labels
Nutrition, C. F. F. S. a. A. (2018, September 16). Guidance for industry: Food Labeling guide. U.S. Food And Drug Administration. https://www.fda.gov/regulatory-information/search-fda-guidance-documents/guidance-industry-food-labeling-guide
Food marketing to children and adolescents. (2022, May 18). Federal Trade Commission. https://www.ftc.gov/food-marketing-to-children-and-adolescents
Kellogg settles FTC charges that ads for frosted Mini-Wheats were false. (2013, September 30). Federal Trade Commission. https://www.ftc.gov/news-events/news/press-releases/2009/04/kellogg-settles-ftc-charges-ads-frosted-mini-wheats-were-false
Longacre, M., Drake, K. M., Titus, L., Harris, J. L., Cleveland, L. P., Langeloh, G., Hendricks, K., & Dalton, M. A. (2017). Child-targeted TV advertising and preschoolers’ consumption of high-sugar breakfast cereals. Appetite, 108, 295–302. https://doi.org/10.1016/j.appet.2016.10.014
Lukas, P. (2021, May 11). The mysteries of the cereal box. The New Republic. https://newrepublic.com/article/113319/cereal-box-design-new-closure
Bauer, A.-S., Leppik, K., Galić, K., Anestopoulos, I., Panayiotidis, M. I., Agriopoulou, S., Milousi, M., Uysal-Unalan, I., Varzakas, T., & Krauter, V. (2022, February 26). Cereal and confectionary packaging: Background, application and Shelf-Life Extension. Foods (Basel, Switzerland). https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8909407/