Is the Cap'n of Crunch Going Down with His Ship?
Quaker’s Cap’n Crunch cereal no longer holds the number one position in the hearts of children. The cereal raked in over $118 million last year in sales, down from 6.8% the previous year. The data stems from Symphony Group/IRI, a market research firm based in Chicago. In 2007, PepsiCo referred to Cap’n Crunch as "the number one kids, presweetened brand in the ready-to-eat cereals category." Competitors with more wholesome ingredients are on the rise.
Is Cap'n Horatio Magellan Crunch retiring? His ship has been sailing nonstop since 1963.
Large food companies such as PepsiCo, Quaker’s parent company, are being pressurized direct from Michelle Obama, the First Lady, to provide healthier alternatives. PepsiCo agreed to slash the saturated fat found in the cereal by 15% and sugar by 25% per serving just last year. One serving of the cereal breaking fasts each morning contains almost half the recommended daily intake of sugar, a whopping 12 grams.
Daily Finance quotes Christine Munsell, research associate at Yale’s Rudd Center for Food Policy & Obesity, "General Mills has announced that cereal advertised to children would contain 10 grams of sugar or less per serving, with some products already containing 9 grams of sugar. Post Foods is following suit to reduce the amount of sugar in its children's cereals,"
America’s childhood obesity rate has doubled over the past 20 years. Nutritionists report food associations such as sugary cereals is part of this equation.
The seas are rough. Perhaps the Cap’n should batten down the hatch while he still can.
UPDATE: As it stands now, the Captain is sailing strong and will not be facing retirement any time soon.
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