Dive Brief:

• Kellogg's Froot Loops teamed with British clothing brand Awaytomars to celebrate its first new flavor in 10 years, Wild Berry Froot Loops, a news release announced. 
• The Awaytomars X Froot Loops matchup expands the cereal maker's "Whatever Froots Your Loops" campaign with a capsule clothing line partially inspired by the new wild berry variant. It was co-created by fans and is set to debut this summer, though Kellogg's didn't specify where the items will be sold.
• Wild Berry Froot Loops features a new shape, a purple star, along with a berry-inspired red, blue and green loops that has a mix of tangy and sweet flavors. 

Dive Insight:

Kellogg's Froot Loops is again rolling out the runway for cereal-inspired gear as it looks to stoke excitement for its first new flavor offering in a decade. The fashion collection with Awaytomars follows a Neff + Froot Loops Toucan Same Shades collaboration last year, where the Neff Headwear brand sold limited-edition sunglasses online that came with interchangeable faceplates and arms in a variety of colors.

Brands creating apparel and other merchandise that is in-line with current style trends is an increasingly popular tactic to engage younger consumer sets like millennials and Gen Z. Starburst, for example, recently launched a product line that included pink denim jackets and neon signs designed by a "Project Runway" winner and inspired by the online meme "I am a pink Starburst." Pepsi also recently teamed with clothing labels and artists from around the world on capsule collections for its "The Art of Football" campaign that arrives ahead of the World Cup soccer tournament this summer. 

These efforts, while not necessarily a huge driver of sales, can be a strong branding and awareness play for marketers attempting to engage younger consumers. Froot Loops courting this audience comes as Kellogg's cereals continue to be a soft performer for the company, which has in recent months been bolstered by other aspects of its portfolio such as frozen foods and snacks like Pringles. Cold cereal sales have declined over the past several years, according to a 2017 report from Mintel. The researcher partially attributed this dip to consumers opting for healthier and more on-the-go options.