General Mills and Dunkin' team on co-branded cereals

· Agriculture & Food · United States

Food Dive reported that General Mills and coffee chain Dunkin' are teaming on new versions of Reese's Puffs and Cinnamon Toast Crunch cereals inspired by Dunkin'. The same roundup noted that Knorr is taking pasta and rice dishes on the go, and that Vita Coco is looking to reach the next generation of coconut water drinkers. The General Mills-Dunkin' tie-up pairs a major cereal maker with a coffee brand to refresh established products. The items did not disclose launch dates, pricing or the terms of the partnership.

Why it matters：Co-branding with a coffee chain is a play to revive mature cereal brands, a template other packaged-food makers may follow as they chase new occasions and younger shoppers.

Key points

  • The cereals are new versions of Reese's Puffs and Cinnamon Toast Crunch.
  • The same roundup noted Knorr's on-the-go pasta and rice and Vita Coco's push for younger drinkers.

Sources (original reporting)

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