Kellogg’s Goes Jumbo, Converting Beloved Cereals Into Super-Sized Snacks

Four iconic breakfast staples are getting blown up for better snacking

The new jumbo product line from Kellogg's enlarges fan-favorite cereals and packages them for ideal snacking. The Kellogg Company
Headshot of Mónica Marie Zorrilla

Move over, boring, normal-sized flakes, pops, loops and clusters: Kellogg’s Jumbo Snax are the newer, bigger and bolder cereal treat.

The Michigan-based food manufacturing company has blasted a giant ray at four of its iconic breakfast staples—Froot Loops, Apple Jacks, Corn Pops and Frosted Flakes—enlarging them into super-sized bites. Instead of being perfectly suited for floating in bowls of milk, Jumbo Snax have been specifically produced and packaged for grazing, with Frosted Flakes being pressed into Tiger Paw shapes. The flavors are also the same except for Corn Pops Caramel Crunch.

Kellogg’s cereals shine as stars of the breakfast table, but for many mornings it’s the only time for cereal,” said Erin Storm, marketing director of Kellogg All Family Cereal, in a statement. According to the Burke Landmark Eating Occasions Study cited by the company, in 2019, 30% of cereal is eaten outside of breakfast. As such, Kellogg’s is pitching Jumbo Snax as a way to “make snacking easier.”

Last year, Mondelēz International released its first State of Snacking report, which indicated that as many as 70% of millennials prefer to eat many snacks throughout the day instead of a fixed breakfast, lunch or dinner.

Kellogg’s has been trying to reach breakfast skippers since at least 2013, when it rolled out a breakfast-in-a-bottle product that could be taken to go. Still, many Americans continue to renounce the meal—or are flat-out ignoring cereal, opting instead for yogurt, bagels, fruit and smoothies. In 2017, Kellogg’s opened up a cereal café in New York to encourage the idea of cereal as an all-day snack; it shuttered last December.

Though people aren’t currently on the move as much due to the pandemic, mobile foods have been gaining ground, as have name brands that produce comfort favorites, so Jumbo Snax’s time to shine might have surfaced amid all the bad of Covid-19.

All four Jumbo Snax varieties will be available nationwide this month in two options: a 12-pouch multipack with 0.45-ounce single-serve bags (removing any need to grossly jam hands into cereal boxes for a sugary midday munch), and a 6-ounce resealable bag. Suggested retail prices vary from $2 to $6.98, depending on count and pack size.


Join Adweek for Purpose-Driven Marketing, a live virtual event on Sept. 29, to discuss authentic brand purpose and hear insights from top marketers on navigating these uncertain times. Register now


@monicroqueta monica.zorrilla@adweek.com Mónica is a breaking news reporter at Adweek.