Kellogg’s targets video gamers with Minecraft Cereal

Cereals have been one of the products enjoyed more during the pandemic. Credit: PL Gould / Shutterstock.

This August, in the US, Kellogg’s has released a limited-edition Minecraft-themed cereal to bring a bit of joy to game-lovers or to people in need of some entertainment in the uncertain times of the Covid-19 pandemic.

Cereals have been one of the products enjoyed more during the pandemic, as breakfast occasions increased due to movement restrictions and people spending more time at home, and due to stockpiling, as they are considered staple products and essential. In fact, GlobalData’s Covid-19 adjusted forecasts expect the US breakfast cereal sector to increase from an expected pre-Covid-19 value of $10.9bn to a post-Covid-19 $12bn by the end of 2020, representing an overall growth of $1.1bn. Cereal companies have reaped the benefits of more consumers hanging about inside and enjoying at-home breakfasts.

Kellogg’s has considered the moment to be perfect to attract even more consumers towards its cereal products by associating the brand with a very popular video game. The new limited-edition product is called Minecraft Creeper Crunch and it features green marshmallow squares, resembling the famous pixelated look and feel of the game, and cinnamon-flavoured bites. In addition, the cereal box also includes a code inside its front panel, which consumers can redeem to unlock access to one of ten unique in-game clothing Character Creator items.

Despite being eleven-years-old, Minecraft continues to be a very popular game with sales topping 200 million in 2020 and with 126 million people playing it each month. Its ongoing popularity can be attributed to feelings of nostalgia or a growing interest for the game from YouTubers. Therefore, associating an FMCG brand to the famous game can boost sales and can attract a new audience.

Furthermore, offering entertaining solutions during the pandemic can alleviate Covid-19-related worries consumers have. Consumers desire entertainment offerings during or after the pandemic to get the mind off things, relieve stress and to ease their anxiety. In fact, according to GlobalData’s Recovery Tracker Survey 2020 – Week 6, 19% of US respondents said that they would like brands to offer them general entertainment (e.g., games) to distract them during the pandemic period. The percentage increases to 28% among millennials, which is the main demographic group who plays video games, considering that the average age of the US video gamer is 35-years-old.

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