General Mills, Knorr and Vita Coco Target New Eating Occasions

Three food and beverage brands are extending familiar products into new occasions: General Mills is translating Dunkin’ drinks into cereal, Knorr is packaging side dishes for quick meals, and Vita Coco is courting younger coconut water drinkers. The launches show how established brands are adapting to demand for treats, smaller portions and portable formats.

General Mills puts Dunkin’ flavors in the cereal bowl

General Mills and Dunkin’ are teaming up for their first collaboration, with three cereals inspired by the coffee chain’s drinks. The lineup pairs Cinnamon Toast Crunch with cinnamon caramel latte flavors, Reese’s Puffs with peanut butter mocha, and Golden Grahams with vanilla latte notes.

The cereals don’t contain coffee or caffeine, General Mills said. Walmart stores nationwide are scheduled to begin carrying them in December.

For Dunkin’ owner Inspire Brands, the deal takes recognizable beverage flavors into a new breakfast format. “Partnering with General Mills allows us to bring the flavors of some fan-favorite Dunkin’ beverages beyond the cup and into the cereal bowl,” Brian Gilbert, Inspire’s vice president of retail business development, said in a statement.

The tie-up fits General Mills’ push to build growth around product launches and collaborations. The company recently worked with Ziploc on Cheerios boxes with resealable bags, while incoming CEO Dana McNabb said in September that consumers were seeking “fun and indulgence.” Sweet coffee flavors also connect with the “little treat” habits associated with Gen Z.

Pricing remains another part of the company’s growth efforts: General Mills has cut prices across its portfolio. In its latest earnings report, sales came to $4.4 billion, down 3% from a year earlier.

Knorr shrinks familiar sides into quick-prep cups

Unilever-owned Knorr is putting eight versions of its pasta and rice sides into single-serve cups aimed at people who want a fast meal. Each takes two and a half minutes to prepare.

The pasta range includes cheddar broccoli, chicken, creamy Alfredo and creamy garlic. Rice varieties are cheddar broccoli, chicken, Spanish style and chicken broccoli. Knorr Cups are sold at retailers including Walmart and Amazon, with suggested prices of $1.47 per cup or $11.76 for an eight-pack.

The format reflects a shift toward smaller meals spread throughout the day. A TasteTech report found that 71% of Gen Z and millennial consumers opt for several smaller meals.

“Consumers are finding themselves busier than ever, but that doesn’t mean they have to compromise on flavor,” Knorr chief growth officer Melanie Cappella said. “Knorr Cups were created to fit into those real-life moments, delivering comforting taste in a format that works with their day.”

Knorr has been building out its mini-meal range in the U.S. since entering the category in 2023 with rice cups, including fajita and chicken fried rice. It added pasta cups, such as teriyaki and pad Thai, the following year.

Vita Coco brings coconut water to younger consumers

Vita Coco’s new kids line puts its coconut water in 200-milliliter juice box-style packs for school, activities and other on-the-go occasions. Vita Coco Kids comes in original coconut water with electrolytes and a strawberry coconutmilk drink; both include paper straws. The packs are available at select Walmart stores.

“Vita Coco Kids is about meeting the next generation of coconut water drinkers where they are,” chief marketing officer Jane Prior said. She added that families already include Vita Coco in children’s routines, prompting the company to create a product specifically for them.

The launch extends a wider effort to introduce coconut products in more settings, including bars, coffee shops and smoothies. Vita Coco has also introduced Vita Coco Treats, a line of creamy coconut milk-based drinks.

That expansion follows a period of sales growth. The New York-based company reported $610 million in sales last year, compared with $380 million in 2021, the year it went public. Its latest launches suggest the company sees younger consumers and portable formats as part of the next stage of that growth.