Sep 08, 2014 • By

Tasty changes for three of our brands

Fans of three popular General Mills products are noticing some changes. Trix, Cinnamon Toast Crunch and Pillsbury Toaster Strudel all went through a flavor infusion recently.

Let’s start on the cereal side.

New Trix

The change for Trix centered on removal of the colored swirls that had been featured in the corn puff cereal for a decade, and a switch away from its more citrus flavor to berry.

“We sought to make the lemon and orange flavors not as predominant,” says Susan Heddleson, senior principal scientist, noting the dedication to consumers, in this case, kids, in various focus groups. “We got a better balanced and fruitier tasting cereal that kids liked. Also, the kids said if we didn’t change the appearance, it wouldn’t taste differently to them. That’s why we un-swirled it and went back to solid colors.”

Susan says it had to be kids judging the product. “We followed the mantra exactly that ‘Trix are for kids.’”

Trix debuted 60 years ago, in 1954.

Along with changes to the cereal, the Trix Rabbit got a makeover as well. He’s now sporting a more retro, cartoon character look.


The change for Cinnamon Toast Crunch, celebrating its 30th anniversary this month, centers on what else … cinnamon.

After more than a year in development, the new CTC – with more cinnamon – hit store shelves in July.

“There’s more cinnamon in every square, and that’s exactly what consumers want,” says Mike Evenson, a senior engineer within our Innovation, Technology and Quality division, noting that the cereal has a darker color due to the extra cinnamon.

During its research, the Big G team conducted a series of taste tests with adults and kids to find the optimal cinnamon range.

“Cinnamon Toast Crunch is an all-family cereal with equal consumption from adults and kids alike, so we wanted to make sure these groups were equally represented,” says Stefanie Nolby, a senior associate with our Global Consumer Insights team.

New Toaster Strudel

Pillsbury Toaster Strudel now has more real fruit in its ooey, gooey filling. The brand renovation – which also includes the reduction of sweeteners and thickeners – began in earnest last year.

“Consumers have consistently identified real fruit as a valued Toaster Strudel improvement,” says Aubrey Timm, associate marketing manager in our Frozen Frontier division. “Our goal was to deliver an improved product with more real ingredients, while maintaining the same great taste our consumers love.”

The pastries now feature more apple, strawberry, cherry, blueberry and raspberry puree.

The nearly 30-year-old brand is popular among parents who want to provide convenient and tasty breakfasts for their children.

Consumers also are seeing more of Toaster Strudel through a marketing partnership with the popular app Fruit Ninja.

We blogged about their event last month in Los Angeles featuring swordsman Isao Machii, who sliced apples, berries, watermelons and other fruit tossed his way alá the Fruit Ninja game.

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