Breakfast for dinner is great and all, but this year, it seems to be the snack aisle that’s moving in on the morning routine.
Post and Hostess have announced they’re joining forces to create Twinkies Cereal, launching in December for fans of the classic golden sponge cake.
It’s a bit of an odd mix to have a famously soft product suddenly in crispy cereal form, and it apparently took quite a bit of testing to find the right balance.
“In developing a cereal version of the iconic Twinkies, our top priority was focused on delivering the great Twinkies flavor in each bite,” said Josh Jans, brand manager of cereal partnerships at Post Consumer Brands, in a statement about the product launch. “Knowing that taste remains the No. 1 purchase driver of cereal, we conducted multiple consumer tests, and the new Twinkies Cereal delivered. We think fans will find that it not only tastes great with milk but also outside the bowl.”
The iconic snack has been around for nearly 90 years, finding its way into homes during the Great Depression and staying on grocery shelves until 2012. That year, Hostess filed for bankruptcy and stopped production on the fluffy treats much to the outrage of little league team parents.
After its return in 2013 under new ownership, Hostess expanded Twinkies’ appeal with limited runs of additional flavors such as chocolate, orange creme pop, moonberry and—sure, why not—deep-fried.
The transition from snack cake to cereal might not come as a huge surprise to those who have been thoroughly scanning the cereal aisle at their local grocery stores lately.
Earlier this year, the Post-Hostess brand partnership introduced cereal versions of Donettes and Honey Buns. The rollout included the creation of a one-12th-scale bakery, 3D printed by Post Consumer Products, because who doesn’t like watching a tiny conveyor belt transform a favorite childhood snack into cereal?
But doughnuts and honey buns are pretty well established breakfast fare. In terms of far less orthodox combos, we had Sour Patch Kids Cereal from Post, created this January in partnership with Mondelez.
Not to be outdone, General Mills announced a collaboration with Hershey’s and Pillsbury for “Fillows” cereals, which includes Hershey’s Cookies ‘n’ Creme and Pillsbury Cinnamon Roll flavors.
But not every cereal crossover this year has been about odd flavor mashups.
Striking a more social-good tone, Kellogg’s partnered with GLAAD to launch a special edition “All Together” cereal in honor of Spirit Day in November. The purple box contained several mini boxes of Kellogg’s well known cereals in an effort to bring attention to a campaign against anti-LGBTQ bullying.