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America's appetite for iconic cereals declines

We’d be shocked, but then we haven’t eaten the stuff for years either.Our partners at 24/7 Wall St. wanted to chew on the numbers of why Americans are eating less cereal. Certainly it’s a cheap breakfast option (turgid and required “most important meal of the blah” mention duly done) and these are cheap times. What they found was six iconic brands that they term “Americans no longer lo
Kellogg's / Today

We’d be shocked, but then we haven’t eaten the stuff for years either.

Our partners at 24/7 Wall St. wanted to chew on the numbers of why Americans are eating less cereal. Certainly it’s a cheap breakfast option (turgid and required “most important meal of the blah” mention duly done) and these are cheap times. What they found was six iconic brands that they term “Americans no longer love.”

We’ll spare you the suspense: Kellogg’s (the largest breakfast cereal producer) Special K had the dubious distinction of topping the list with sales off 15.9 percent from 2007 to 2010. Even Raisin Bran made the list (in our younger years we were partial to it if Grape Nuts weren’t around, even if mom repeatedly pointed out the amount of sugar we were adding probably negated any possible health value).

24/7 noted increasing restrictions on the ability of the cereal companies to market to children may be hurting sales, as is the rise of store brands, and the overall trend of Americans looking for healthy options. They also point out, “much to the horror of nutritionists, the popularity of egg-based breakfast sandwiches is surging.” We’d point at the nearest McMuffin-eater and laugh, but then, hey, we eat hashbrowns from the corporate cafeteria. What do we know?

Another interesting point: The country’s largest milk processor and distributor says the trend is dragging down milk sales.

What was your favorite brand of cereal in your youth and do you still eat the stuff now?