Post Consumer Brands and Mondelēz International have joined forces to launch a Sour Patch Kids breakfast cereal in the US.
Inspired by the soft and chewy candy of the same name, the cereal is said to have a sour coating and a sweet finish. The companies said the product can be enjoyed in a bowl of milk or straight out the box.
Roxanne Bernstein, chief marketing officer at Post Consumer Brands, said: “Following the launch of Post Oreo O’s cereal, Nutter Butter-flavoured cereal and Chips Ahoy!-flavoured cereal last year, we are excited to introduce fans to a new first-of-its-kind cereal, one that they never dreamed was possible.
“Post Sour Patch Kids-flavoured cereal brings the sour then sweet taste of the beloved candy brand right to the cereal bowl. Fans have been curious about this new sour then sweet cereal, and we can’t wait for them to learn how delicious the cereal is both straight out of the box and with milk.”
The product is now available in US Walmart stores and will go on sale in other retailers across the country as of June. Post Consumer Brands is a business unit of Post Holdings, formed from the combination of Post Foods and MOM Brands in May 2015.
The launch follows on from the introduction last year of Sour Patch Kids yogurts and Sour Patch Kids ice lollies.
© FoodBev Media Ltd 2019
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