Cereal Development Proposal

To: Professor Framan, Kellogg’s

Date: October 25, 2015

Subject: Cereal Development Proposal

This memo is to introduce and explain a new idea in the cereal world. Breakfast cereals are important and convenient among families, and there is always opportunity for a new flavor or style of cereal in the market.

Froot Loops and Apple Jacks are a popular cereal brand among children and adults alike. To take a step into the health conscious mind of cereal eaters, a new flavor of Froot Loops could be just the thing to gain more customers. This flavor would be Blueberry and Yogurt, called Berry Rings.

Kellogg’s currently has an assortment of flavors in their Special K and Mini Wheats lines, this new brand would enhance the demand of the Froot Loops line without venturing too far from their other products. The target market for Berry Rings would be young adults and adults who enjoyed Froot Loops or Apple Jacks as a child but are looking for a healthier version nowadays. This current generation likes to hold onto things from their childhood while being health at the same time. The new cereal flavor would allow us to use that nostalgia as well as the benefits of a healthy cereal to entice new customers that may have stopped eating cereal.

The next step in the creation of the Berry Rings would to be to develop and test different flavors. The right amount of blueberries with yogurt will be important to create the best flavor. We will be able to sell this product in most markets that currently sell Froot Loops, but it will be important to design a box that advertises balance of flavor and health benefits. While there is a chance this product will not be able to compete with healthy cereals already in the market, it will be important to analyze the sales and compare them with the cost of production.