Brandspeak: From Granola to Honey Nut Cheerios


ResearchNow Peanut Labs Cereal

The following is a guest post by Peanut Labs.

Can you really have too much of a good thing? As in steak, pork chops, bacon, and ham—three meals a day, every day? Apparently the answer is a resounding “Yes.” March 7 was National Cereal Day, and it’s no surprise that there’s an entire day dedicated to it, because 2.7 billion boxes of cereal are sold every year in the U.S. alone.

To understand the origins of this multi-billion dollar market, let’s take a quick glimpse back at its early, humble beginnings. According to the National Cereal Day website, 150 years ago health-conscious New Yorkers would regularly check themselves into Dr. James Caleb Jackson’s sanitarium upstate to rejuvenate and detox from meat-rich diets—diets said to be so harmful that they led to constipation, sloth and lust as punishments from God, according to the Reformers of the 1860s.

Baked whole wheat, bran flour and sugar. That was the recipe for the world’s first breakfast cereal—christened “granola”—concocted by Dr. Jackson in 1863. Granola was reputedly so tough to chew that it had to be made edible via a thorough soaking in water overnight.

A patron of Dr. Jackson’s went on to found the Seventh-day Adventist Church, attracting a famed surgeon named John Kellogg. Dr. Kellogg was so dedicated to nutrition and wellness that together with his brother he furthered Dr. Jackson’s work by refining granola and flaking wheat, leading to the creation of the world’s first corn flakes in 1894.

Fast forward to today, when moms face many choices, balancing quality and nutrition with value and taste. What drives parents across America to crown Honey Nut Cheerios the top-grossing cereal in America? When making their next purchase, is it more likely to be influenced by loyalty, or by recommendations from friends and family? Is there seasonality in the consumption of cold breakfast cereal, such as when teens are on vacation from school? And do mothers of kids between the ages of 3 and 12 noticeably differ from those of teens in terms of aspirational resolutions such as being healthy, getting fit and saving money?

To help marketers and R&D teams create and market successful food and beverage products, Peanut Labs surveyed nearly 1,500 moms to understand consumer attitudes, usage, and satisfaction around the top cereal brands—and more importantly, the physical and emotional needs that underlie consumer purchase decisions. Read the full report HERE.

On every National Cereal Day, we salute the groundbreaking granola. Dr. Jackson, on behalf of moms and fans of cereal the world over: we thank you.

Peanut Labs, a subsidiary of Research Now, is a fast-growing innovation, technology, and social media monetization business. The company enables social and marketing research sample through partnerships with highly diverse social media applications and communities, including major social and gaming networks. Peanut Labs has won numerous awards, including a FAST Top 50 and the Advertising Research Foundation’s Silver Innovation Award. Peanut Labs has over 25 full-time employees and is headquartered in San Francisco.