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AISLE 3 · CEREAL
Mini-Wheats Crunch
by Kellogg's
Gone. Launched early 2013, dead by 2014 — one of the fastest cereal failures Kellogg's has ever publicly owned. Regular Frosted Mini-Wheats never went anywhere.
Last verified Nov 7, 2026
Kellogg's first Mini-Wheats with no shredding involved: brown-sugar squares announced in December 2012 as the brand's next big thing. About eighteen months later, the company's own CEO was explaining it away to Wall Street.
🧾 One more thingOn the July 2014 earnings call, CEO John Bryant blamed Mini-Wheats Crunch's disappointing sales for dragging down the entire Mini-Wheats brand — by September, The New York Times was already writing "now discontinued."
Filed under: Cereal · the ’00s & later
📅 Timeline
- 2012Announced December 10 in Kellogg's new-products release as "the first ever non-shredded cereal" from the Mini-Wheats brand.
- 2013Reached shelves early in the year in Brown Sugar flavor.
- 2014July 31 — CEO John Bryant cited its disappointing sales to analysts as a drag on the whole Mini-Wheats brand; by September The New York Times described it as "now discontinued."
❓ People also ask
Why was Mini-Wheats Crunch discontinued?
It flopped fast enough that Kellogg's CEO publicly blamed it on the July 2014 earnings call, saying it dragged down the broader Mini-Wheats brand. It was gone within about eighteen months of launch.
Is regular Frosted Mini-Wheats discontinued?
No — only the non-shredded Crunch spin-off died. Frosted Mini-Wheats stayed on shelves throughout.
🧾 Sources
- PR Newswire (Kellogg release), Kellogg Company Continues Breakfast Leadership with Exciting New Products (2012)
- just-food, US: Kellogg launches Mini-Wheats, Pop Tart lines (2012)
- Bakery and Snacks, Kellogg Q2 profits slump 16%: Failed innovation in US cereal (2014)
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