Eat Your Mouth Off reimagines what cereal can be

Eat Your Mouth Off Cereal
Eat Your Mouth Off Cereal / WK Kellogg

The cereal aisle is full of boxes. From familiar character faces to healthy eating options, the choices could fill more than a month’s worth of meals. While the favorites might offer a spoonful of nostalgia, it is time to disrupt the food category and Eat Your Mouth Off is ready to do just that.  

Launching a new brand needs something different to spark consumers’ interests. Even though celebrity endorsements can be exciting and an unusual flavor can create discussion, the reality is that the new offering should target a specific audience. It is not just the first purchase, but the return buy that will make the offering successful.  

Eat Your Mouth Off cereal is a new offering from WK Kellogg Co. Available in two flavors, Fruity and Chocolate, it is a vegan cereal that has “22 grams of plant-based protein, 0 grams of sugar, and 2 grams of net sugar or less per serving.” 

Speaking to this new cereal, Sadie Garcia, Senior Marketing Director said, “It's been just a year since this team, driven by curiosity and a hunger for something new, began envisioning cereal not only as a nutritious option, but as a way to inject fun into your breakfast, snack, or meal experience. From there, Eat Your Mouth Off was born as a brand that goes beyond being good for you; it's so delicious that you'll want to 'Eat Your Mouth Off. Crafted specifically for Zillennials in pursuit of a brand that mirrors their unique personalities, our latest creation is an unfiltered expression of the no-nonsense ethos that we, as a brand, represent. There’s no sugarcoating here – it's a high-protein option that doesn't sacrifice taste.”  

It appears that the any time meal option seems to drive this cereal offering. While the two flavors are sweet, it has a balance. It might not be a serving of fruits and vegetables, but it is protein rich. That addition helps to make the bowl more fulfilling.  

In addition, cereal is an easy meal. Sometimes people do not want to cook or do not have the time. A pour and eat meal is a protein for them. This brand seems to play into that concept.  

Lastly, it will be interesting to see how the two flavors pair with any milk, both dairy and plant-based options. Given the target audience for this cereal launch, it is vital that the flavors work with all the beverage options.  

Eat Your Mouth Off cereal is available in a 7.5 oz box. The suggested retail price is $8.99, but price may vary by retailer.