Dive Brief:
- PepsiCo’s Life is launching a multigrain cereal aimed at bringing functional benefits to the breakfast table.
- The cereal, called Mighty Life, is available in two varieties: Strawberry Blueberry Bliss to support a healthy immune system, and Very Vanilla to help build strong bones.
- The debut of healthier offerings comes as the cereal category continues to lose sales with to consumers adopting low-carb diets, cutting sugar or shifting to more convenient and portable foods, such as protein bars and yogurt. IBISWorld estimated cereal revenue to reach $11.8 billion in 2025, a decline of 1.7%.
Dive Insight:
The move away from cereal has been especially profound among younger consumers, who are abandoning the category in favor of yogurt, cottage cheese loaded with protein, overnight oats and other better-for-you offerings.
Amid the category decline, however, some startup cereal brands touting healthier ingredients have been able to grow and erode market share for the established giants.
The direct-to-consumer brand Magic Spoon, which contains 12 grams of protein per serving, has built a strong retail presence in thousands of grocery stores, particularly among millennial consumers.
That's prompted the big cereal companies to take notice.
WK Kellogg Co. rolled out Eat Your Mouth Off in 2024, a vegan offering with 22 grams of protein and zero grams of sugar per bowl. Competitor General Mills added a protein-focused offering to its popular Cheerios line.
Ciara Dilley, senior vice president for PepsiCo’s growth portfolio, said Mighty Life is different from other functional cereals because it has multiple health benefits and the product is made for the whole family, rather than just children or parents.
Strawberry Blueberry Bliss has vitamins C, D and zinc to help support a healthy immune system; and Very Vanilla contains vitamin D and calcium for bone health. The cereals also have 34 grams of whole grains per serving and are free from artificial flavors and colors.
“We’ve seen a growing consumer demand for foods that do more than just taste good – they need to help support overall wellness. Families today are looking for ways to make their mornings more purposeful, and parents want breakfast options they can feel good about serving,” Dilley said in an email to Food Dive. “Mighty Life was created to help meet these needs.”
Mighty Life is rolling out at most retailers and major grocery stores nationwide, including Albertsons, Kroger, Publix and Walmart.
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