Cereal Thrillers: Roundy's Celebrates the Packers

JULIE GALLAGHER

Though corporate-brand marketers are making inroads with value-conscious cereal consumers, inciting trial amongst the 48% who buy the same cereal over and over again is a bit more tricky.

Minneapolis-based Roundy's is attempting to tap members of this market by hanging its store-brand hat on more than just price.

As part of the Green Bay Packer's 90th anniversary celebration, the retailer has renamed its Honey Nut Toasted Oats cereal “Breakfast Blitz” and developed a series of limited edition packaging to help draw fans. Retailing for $2.99, the boxes are available in its Pick 'n Save and Copps locations through next month.

“We know we have a lot of Packers fans shopping at Copps and Pick 'n Save,” said Robert Mariano, Roundy's chairman and chief executive officer, in a statement. “These limited edition cereals allow us to show our Packers pride during the team's 90th football season in addition to giving our customers a chance to taste our Roundy's brand cereals and add to their Packers collectibles.”

The first package designs hit shelves Sept. 6, the second will be available Sunday, and the third on Oct. 18.