The never-ending variety of breakfast cereal


Cereal tenure:

The below chart shows how long each cereal has lasted on the market. We can see the ~half of all cereals have been on the market for 5 years or less before being discontinued.


Note that 5 (3.4%) cereals in the 0-5 yr bin are still currently available, meaning they could last longer than 5 years before being discontinued. However, more new cereals will likely also be created by that time, keeping the % of cereals active 5 yrs or less ~the same.


New cereals launched by decade:

Here we can see the over half of all cereals have been launched after 1980. We can also see that cereal biz was booming in the 2000s, posting a record ~88 new cereals launched. Things seem to be cooling off 2010-2020, with 42 new cereals launched through 2018 (putting us on pace for ~53 total launches in decade).



Why are manufacturers pushing out endless varieties of new cereals?

The next logical question to ask when coming across all if this information is ‘why are manufacturers producing a seemingly endless amount of cereal variety’?

Most speculate that this is due to manufacturers trying to combat the general stagnation in the breakfast cereal market. Below are a few strategies that seem to be in place to try and keep cereal sales high:

(1) Bring the millennials back by re-launching their old favorites:

NY times posted a popular article earlier this year discussing the declining interest, particularly amongst millennials, in breakfast cereal; the article explained that in recent surveys, over 40% of millennials opted out of breakfast cereal because of the hassle (time + mess to clean up after). Manufacturers, as a result, have been trying to lure millennials back in with nostalgic favorites, such as French Toast Crunch.

(2) Join the health/psuedo-health wave by offering healthier varieties:

As qz.com writes, yogurt sales have skyrocketed in the past ~10 years whereas breakfast cereal sales have remained flat. Many speculate this is due to yogurt being a natural convenient and healthy breakfast choice. Since cereal again cannot really change its convenience level (unless you’re on team dry cereal), it seems they may be taking the health angle, rebranding and renaming many existing cereals with buzzwords such as gluten-free, organic, all-natural, etc.

(3) Design short-tenured cereals intentionally for promotional reasons

If you check some of the more recent short-tenured cereals in the list below, you’ll see a lot of them are intentionally designed to be on the market for a limited time; they are either being promoted as ‘limited edition’ items, or are associated with some TV show/movie. I’d guess these types of cereals generate a nice jump in sales and lure consumers to buy outside of regular habits.



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Check out the complete list of cereals below:

Cereal Name Launch year End year Tenure
Cream of Wheat 1893 Currently available 125
Grape-Nuts – Post Cereals 1897 Currently available 121
Force 1901 Currently available 117
Corn Flakes – Kellogg's 1907 Currently available 111
Uncle Sam Cereal – U.S. Mills 1908 Currently available 110
All-Bran – Kellogg's 1916 Currently available 102
Wheaties – General Mills – "The Breakfast of Champions" 1924 Currently available 94
Rice Krispies – Kellogg's – 1929 Currently available 89
CoCo Wheats – Little Crow Foods 1930 Currently available 88
Chex – Ralcorp 1937 Currently available 81
Wheat Chex 1937 Currently available 81
Kix – General Mills 1937 Currently available 81
Cheerios – General Mills 1941 Currently available 77
Raisin Bran – Kellogg's 1944 Currently available 74
Sugar Crisp – Post Cereals 1949 Currently available 69
Rice Chex 1950 Currently available 68
Corn Pops – Kellogg's 1951 Currently available 67
Honey Smacks – Kellogg's 1953 Currently available 65
Sugar Smacks – Kellogg's 1953 Currently available 65
Trix – General Mills 1954 Currently available 64
Special K – Kellogg's 1955 Currently available 63
Alpha-Bits – Post Cereals 1958 Currently available 60
Corn Chex 1958 Currently available 60
Cocoa Puffs – General Mills 1958 Currently available 60
Krumbles-Kellogg's 1913 1973 60
Cocoa Krispies – Kellogg's 1958 Currently available 60
Life – Quaker 1960 Currently available 58
Total – General Mills 1961 Currently available 57
Cap'n Crunch – Quaker Oats 1963 Currently available 55
Froot Loops 1964 Currently available 54
Lucky Charms – General Mills 1964 Currently available 54
Apple Jacks – Kellogg's 1965 Currently available 53
Honeycomb – Post Cereals 1965 Currently available 53
Cap'n Crunch Crunch Berries – Quaker Oats 1967 Currently available 51
Kaboom! – General Mills 1969 Currently available 49
Peanut Butter Crunch – Quaker Oats 1969 Currently available 49
Pebbles Cereal – Post Cereals 1969 Currently available 49
Fruity Pebbles – Post Cereals 1969 Currently available 49
Product 19 – Kellogg's 1967 2016 49
Golden Grahams – General Mills 1970 Currently available 48
King Vitaman – Quaker Oats 1970 Currently available 48
Cocoa Pebbles – Post Cereals 1970 Currently available 48
Vita Brits – Uncle Tobys 1970 Currently available 48
Count Chocula 1971 Currently available 47
Franken Berry 1971 Currently available 47
Monster Cereals – General Mills 1971 Currently available 47
Count Chocula – General Mills 1971 Currently available 47
Franken Berry – General Mills 1971 Currently available 47
Boo Berry – General Mills 1973 Currently available 45
Cocoa Freakies 1973 Currently available 45
Boo Berry – General Mills 1973 Currently available 45
Cookie Crisp 1977 Currently available 41
Cinnamon Life 1978 Currently available 40
Mini-Wheats – Kellogg's – 1978 Currently available 40
Honey Nut Cheerios 1979 Currently available 39
Cinnamon Nut Cheerios 1980 Currently available 38
Mueslix – Kellogg's 1980 Currently available 38
Honey Nut Corn Flakes – Kellogg's 1981 Currently available 37
Crispix – Kellogg's – 1983 Currently available 35
Cinnamon Toast Crunch – General Mills 1984 Currently available 34
Apple Cinnamon Cheerios 1988 Currently available 30
Christmas Crunch – Quaker Oats 1988 Currently available 30
Honey Bunches of Oats 1989 Currently available 29
Multi-Bran Chex 1990 Currently available 28
Honey Bunches of Oats with Almonds 1990 Currently available 28
MultiGrain Cheerios 1991 Currently available 27
Berry Berry Kix 1992 Currently available 26
Krispy Kritters 1960 1985 25
Oat Krunchies – Quaker Oats 1970 1995 25
Rice Krispies Treats Cereal – Kellogg's 1993 Currently available 25
Reese's Puffs – General Mills 1994 Currently available 24
Rice Krinkles – Post 1951 1975 24
Frosted Cheerios 1995 Currently available 23
French Toast Crunch 1995 Currently available 23
Crispy Critters – Post Cereals 1963 1985 22
Frosty O's – General Mills 1959 1981 22
KamB8s Frosted Nuts- Organic 1996 Currently available 22
Honey Rice Krispies – Kellogg's – 1996 Currently available 22
Waffle Crisp – Post Cereals 1996 Currently available 22
Concentrate – Kellogg's 1959 1980 21
Cranberry Almond Crunch – Post Cereals 1997 Currently available 21
Oops! All Berries – Quaker Oats 1997 Currently available 21
Honey Nut Chex 1999 Currently available 19
Nestlé NesQuik – General Mills/Nestlé 1999 Currently available 19
Raisin Bran Crunch – Kellogg's 1999 Currently available 19
Red Berries – Kellogg's 2001 Currently available 17
Vive – Kellogg's 2001 Currently available 17
Honey Bunches of Oats with Strawberries 2002 Currently available 16
Berry Burst Cheerios 2003 Currently available 15
Berry Burst Cheerios – Strawberry 2003 Currently available 15
Berry Burst Cheerios – Triple Berry 2003 Currently available 15
Freakies – Ralston 1972 1987 15
Smorz – Kellogg's 2003 Currently available 15
Cinnamon Cheerios 2004 Currently available 14
Yogurt Burst Cheerios – Strawberry 2004 Currently available 14
Yogurt Burst Cheerios – Vanilla 2004 Currently available 14
Less Sugar Frosted Flakes 2004 Currently available 14
Peanut Butter Toast Crunch – General Mills 2004 Currently available 14
Jets – General Mills 1958 1971 13
Chocolate Lucky Charms 2005 Currently available 13
Apple Cinnamon Rice Krispies – Kellogg's 1980 1993 13
Tony's Turboz – Kellogg's 2005 Currently available 13
Fruity Cheerios 2006 Currently available 12
Comet Balls – Spix/Sulava & Company 2006 Currently available 12
Eggo 2006 Currently available 12
Oatibix – Weetabix Limited 2006 Currently available 12
Oat Cluster Cheerios Crunch 2007 Currently available 11
Chocolate Chex 2007 Currently available 11
Honey Bunches of Oats with Vanilla Clusters 2007 Currently available 11
Marshmallow Rice Krispies – Kellogg's 1982 1993 11
Banana Nut Cheerios 2008 Currently available 10
Frosted Flakes Gold 2008 Currently available 10
Honey Bunches of Oats with Chocolate Clusters 2008 Currently available 10
Honey Bunches of Oats Just Bunches 2008 Currently available 10
Maple & Brown Sugar Life 2008 Currently available 10
Fruity Marshmallow Krispies – Kellogg's 1987 1997 10
S'mores Grahams or S'mores Crunch – General Mills 1980 1990 10
Cinnamon Chex 2009 Currently available 9
Honey Kix 2009 Currently available 9
Fruit Brute – General Mills 1974 1983 9
Oreo O's – Post Cereals 1998 2007 9
Apple Jacks Apple Clones – Kellogg's 2010 Currently available 8
Caramel Crunchfuls 2010 Currently available 8
Chocolate Cheerios 2010 Currently available 8
Chocolate Crunchfuls 2010 Currently available 8
Marshmallow Pebbles – Post Cereals 2010 Currently available 8
Puffa Puffa Rice – Kellogg's 1967 1975 8
Cinnamon Burst Cheerios 2011 Currently available 7
Vanilla Cookie Crisp 1978 1985 7
Elixir Cereals - Known by brand name Nutri-Crisp 2011 Currently available 7
Honey Bunches of Oats with Apples with Cinnamon Bunches 2011 Currently available 7
Honey Bunches of Oats with Peaches 2004 2011 7
Marshmallow-Blasted Froot Loops – Kellogg's 1998 2005 7
Mini Cinnamon Churros - Post Cereals 2011 Currently available 7
Limited Edition Smurfs Pebbles – Post Cereals 2011 Currently available 7
Pebbles Boulders – Post Cereals 2011 Currently available 7
MultiGrain Peanut Butter Crunch Cheerios 2012 Currently available 6
Apple Cinnamon Chex 2012 Currently available 6
Frosted Toast Crunch – General Mills 2012 Currently available 6
Honey Bunches of Oats with Cinnamon Clusters 2006 2012 6
Honey Bunches of Oats Fruit Blends 2012 Currently available 6
Krave U.S Version - Kellogg's 2012 Currently available 6
Chocolate Krave 2012 Currently available 6
Double Chocolate Krave 2012 Currently available 6
Honey Graham Chex 1986 1991 5
Vanilla Chex 2013 Currently available 5
Chocolate Toast Crunch - General Mills 2013 Currently available 5
Cinnamon Crunch Crispix – Kellogg's 2001 2006 5
Cinnamon Jacks – Kellogg's 2013 Currently available 5
Cookie Crisp Brownie 2013 Currently available 5
Froots Loops Treasures Cereal 2013 Currently available 5
Hershey's Cookies 'n' Creme Cereal - General Mills 2013 Currently available 5
Honey Graham Life 2004 2009 5
Fruity Yummy Mummy – General Mills 1988 1993 5
Prophet's Pastry Pops - Amber Franklin Cereal Products 2013 Currently available 5
Quake – Quaker Oats 1965 1970 5
Sesame Street Cereal - Post Cereals 2013 Currently available 5
Sugar Sprinkled Twinkles – General Mills 1960 1965 5
Buzz Blasts – Disney/Pixar/Kellogg's 2002 2006 4
MultiGrain Dark Chocolate Crunch Cheerios 2014 Currently available 4
Frosted Mini-Chex 2002 2006 4
Double Dip Crunch – Kellogg's 1989 1993 4
Disney Hunny B's Honey-Graham – Kellogg's/Disney 2002 2006 4
S'mores Krave 2014 Currently available 4
Mini Swirlz Cinnamon Bun Cereal – Kellogg's 2005 2009 4
Poppin' Pebbles – Post Cereals 2014 Currently available 4
Cookie Crisp Sprinkles 2009 2012 3
Banana Frosted Flakes 1981 1984 3
Cocoa Frosted Flakes 1997 2000 3
Ghostbusters Cereal – Ralston 1985 1988 3
Vanilla Yogurt Crunch Life 2005 2008 3
Berry Lucky Charms 2006 2009 3
Mickey's Magix – Kellogg's/Disney 2002 2005 3
Mud & Bugs – Kellogg's/Disney 2003 2006 3
Cinna-Crunch Pebbles – Post Cereals 1998 2001 3
Quake Quangaroos – Quaker Oats 1971 1974 3
Razzle Dazzle Rice Krispies – Kellogg's 1997 2000 3
Smurf Magic Berries – Post Cereals 1987 1990 3
SpongeBob SquarePants – Kellogg's 2004 2007 3
Strawberry Chex 2008 2010 2
Cinnamon Mini-Buns 1991 1993 2
Double Chocolate Cookie Crisp 2006 2008 2
Oatmeal Cookie Crisp 1978 1980 2
Peanut Butter Cookie Crisp 2005 2007 2
Cracker Jack Cereal – Ralston 1983 1985 2
Cran-Vanilla Crunch – Kellogg's 2005 2007 2
Frosted Flakes Chocolate 2011 2013 2
Hidden Treasures – General Mills 1993 1995 2
Keebler Cookie Crunch Cereal – Kellogg's 2008 2010 2
Chocolate Oat Crunch Life 2006 2008 2
Mini Swirlz Fudge Ripple Cereal – Kellogg's 2005 2007 2
Bamm-Bamm Berry Pebbles – Post 2007 2009 2
Cinnamon Pebbles – Post Cereals 2016 Currently available 2
Cupcake Pebbles – Post Cereals 2009 2011 2
Marshmallow Mania Pebbles – Post Cereals 2005 2007 2
Pink Panther Flakes – Post Cereals 1972 1974 2
Berry Krispies – Kellogg's 2006 2008 2
Cocoa Krispies Choconilla – Kellogg's 2007 2009 2
Jumbo Krispies – Kellogg's 2009 2011 2
Rice Krispies With Real Strawberries – Kellogg's 2007 2009 2
Teenage Mutant Ninja Turtles – Ralston 1989 1991 2
Tiger Power – Kellogg's 2004 2006 2
Tony's Cinnamon Krunchers – Kellogg's 2003 2005 2
Triple Snack – Kellogg's 1965 1967 2
Wackies – General Mills 1965 1967 2
Millenios 1999 2000 1
Very Berry Cheerios 2017 Currently available 1
Cröonchy Stars – Post Cereals 1988 1989 1
Dinersaurs – Ralston 1988 1989 1
Donkey Kong Crunch – Ralston 1982 1983 1
Donkey Kong Jr. Cereal – Ralston 1983 1984 1
The Fairly OddParents Cereal! – Post Cereals 2003 2004 1
Fantuz Flakes 2009 2010 1
Fruity Freakies 1975 1976 1
Honey Bunches of Oats with Bananas 2004 2005 1
Honey Maid - Post Cereals 2007 2008 1
Mickey Mouse Magic Crunch – Post 1988 1989 1
Mini Swirlz Peanut Butter Blast Cereal – Kellogg's 2006 2007 1
Morning Funnies – Ralston 1988 1989 1
Nerds Cereal – Ralston 1985 1986 1
Nintendo Cereal System – Ralston/Nintendo 1988 1989 1
IceBerry Pebbles – Post Cereals 2006 2007 1
Pirates of the Caribbean Cereal – Kellogg's 2006 2007 1
Pro Grain Cereal Kellogg's 1987 1988 1
Rocky Road – General Mills 1986 1987 1
Undercover Bears – General Mills 1990 1991 1
Urkel-Os – Ralston 1991 1992 1
Waffelos – Ralston 1979 1980 1
Wild Animal Crunch – Kellogg's 2008 2009 1
Apple DJ Crashers – Kellogg's 2007 2007 0
CinnaScary Apple Jacks – Kellogg's 2005 2005 0
Apple Jacks Double Vision – Kellogg's 2006 2006 0
Captain Planet Cereal 1994 1994 0
Team 1996 1996 0
Chocolate Peanut Butter Corn Pops – Kellogg's 2007 2007 0
Chrebet Crunch 1999 1999 0
Chocolatey Peanut Butter Crunch – Quaker Oats 2006 2006 0
Cinnamon Marshmallow Scooby-Doo – Kellogg's 2002 2002 0
Cocoa Puffs Brownie Crunch 2011 2011 0
Cocoa Puffs Combos 2008 2008 0
E.T. Cereal – Ralston 1984 1984 0
Birthday Confetti Frosted Flakes 1997 1997 0
Fruit Islands – Ralston 1987 1987 0
Fruit Wheats - Nabisco 1986 1986 0
G.I. Joe Action Stars – Ralston 1985 1985 0
Ghostbusters II Cereal – Ralston 1989 1989 0
Golden Oaties - Quaker 1982 1982 0
Gremlins cereal – Ralston 1984 1984 0
High School Musical Cereal – Kellogg's/Disney 2008 2008 0
Homer's Cinnamon Donut Cereal – Kellogg's 2001 2001 0
Hot Wheels – Ralston 1990 1990 0
Hulk Cereal – Post 2003 2003 0
Ice Cream Cones – 1987 1987 0
Jurassic Park Crunch – General Mills 1997 1997 0
Krunchios 1989 1989 0
Kung Fu Panda Crunchers cereal – Kellogg's / DreamWorks 2008 2008 0
Baked Apple Life 2002 2002 0
Monopoly Cereal – General Mills 2003 2003 0
Monsters University Cereal - Kellogg's 2013 2013 0
Mr. T Cereal – Quaker Oats 1984 1984 0
Neopets Islandberry Crunch – General Mills 2006 2006 0
Nickelodeon Green Slime Cereal – General Mills 2003 2003 0
Nutter Butter - Post - 2018 2018 0
Oatbox Cereal Co. – Cranberry, Rosemary & Raw Cocoa Nibs Granola 2014 2014 0
Oatbox Cereal Co. – Chai Tea & Roasted Pineapple Granola 2014 2014 0
Oatbox Cereal Co. – Old fashioned Apple Crumble Granola 2014 2014 0
Oatbox Cereal Co. – Pumpkin Spice Granola 2014 2014 0
oho! breakfast cereals 1991 1991 0
Orange Blossom – General Mills 1981 1981 0
Palaseja – Lithuania 1994 1994 0
Dino S'mores Pebbles – Post Cereals 2008 2008 0
Winter Fruity Pebbles – Post Cereals 2003 2003 0
Pokémon Cereal – Kellogg's 2000 2000 0
Pop-Tarts Crunch – Kellogg's 1995 1995 0
Quisp – Quaker Oats 1965 1965 0
Rainbow Brite Cereal – Ralston 1985 1985 0
Reptar Crunch – Post 1999 1999 0
Strawberry Rice Krispies – Kellogg's 1983 1983 0
Rocky Mountain Chocolate Cereal - Kellogg's 2013 2013 0
Rail Road tracks – Joey Mickladlen 1986 1986 0
Scooby-Doo! - Kellogg's 2013 2013 0
Sir Grapefellow – General Mills 1972 1972 0
Smurf Berry Crunch – Post Cereals 1983 1983 0
Spider-Man – Ralston 1995 1995 0
Spider-Man Cereal – Kellogg's 2002 2002 0
Spider-Man 3 Cereal – General Mills 2007 2007 0
Star Wars cereal – Kellogg's 2005 2005 0
Teddy Grahams Breakfast Bears Graham Cereal – Nabisco 1990 1990 0
Temptations French Vanilla Cereal – Kellogg's 1995 1995 0
Temptations Honey Roasted Pecan Cereal – Kellogg's 1995 1995 0
Tiny Toon Adventures Cereal – Quaker 1990 1990 0
Triples - General Mills 1993 1993 0
Turbo Cereal - Post Cereals 2013 2013 0