A limited edition batch of Pumpkin Spice Cheerios is making its way to store shelves this fall in a tasty bid to regain footing among consumers.
General Mills announced its plan to Bloomberg this week following a five-year decline in cereal sales.
“There’s nothing fundamentally wrong with cereal,” Jim Murphy, who runs the company’s cereal division, told the news site. “We just have to keep it relevant.”
What is relevant?
Since 2011, sales of pumpkin-flavored products have grown by 79 percent, according to research company Nielsen.
“Pumpkin-flavored dog food, oral hygiene and gum products not only exist but are selling well,” Nielsen reported last fall.
Consumers of the pumpkin-flavored goods even include those who are actively trying to lose weight, Nielsen found.
So a pumpkin-flavored cereal? That should come as no shock, especially with it going perfectly with -- what else? -- pumpkin spice lattes.