Pebbles Producer Looks to Keto Consumer with Incredi-Bowl Launch

Post Foods has quietly launched Incredi-Bowl, a new low-sugar, grain-free, high protein cereal that the parent company is aiming to establish as the leader in the keto-friendly cereal space by replicating “the flavors and forms of your childhood favorites,” according to Incredi-Bowl senior brand manager Logan Sohn.

Available exclusively online via the brand’s website, Incredi-Bowl uses a sweetener blend of allulose, chicory root fiber, erythritol and stevia as sweeteners and is available in three SKUs: Chocolate Crunch, Frosted Flakes and Honey Nut Loops. The product is priced at roughly $40 for four boxes.

“The keto diet and keto-friendly lifestyles have continued to rise in popularity and we’ve seen the grain-free ready-to-eat cereal category [have] strong growth,” said Sohn.

Post has previously launched a similar product, with its Premier Protein brand also offering a high-protein, low-carb, low-sugar stevia sweetened cereal. However, Incredi-Bowl’s colorful packaging and goal of appealing to younger shoppers separates it from that established brand.

Incredi-Bowl is also by far Post’s most premium option. According to Sohn, the target consumer is “younger, digitally savvy” and willing to spend more on products that meet their health needs and offer convenience.

Though Incredi-Bowl has followed the same playbook – catchy name, whimsical branding and unique flavors – that other keto cereals have embraced, it’s still to be determined how much white space is left in the premium keto cereal category — particularly among consumers who are willing to buy cereal online. Many of the keto brands that have begun D2C have now layered in more traditional retail channels, picking up conventional and natural grocers in order to capitalize on the impulse purchase nature of the cereal set.

Within keto, larger cereal producers have embraced a wider range of MSRPs with Kellogg’s Kashi Go Keto Friendly $4.99 price point at the low end and General Mill’s Wonderworks or Nature’s Path Organic Keto cereal retailing in the range of $7 to to $8.50. Cereal options that have typically commanded a higher price point are more often emerging brands catering to consumers looking for the buzzy, trendy products they see on Instagram and Tik Tok.

Incredi-Bowl’s approach thus far has been to avoid any explicit connection to Post. A recent press release about the cereal’s launch did not list Post’s involvement and neither does the brand’s website. Post also does not list Incredi-Bowl on the list of brands found on its website.

A spokesperson at Post noted that “given its challenger mentality and consumer” Incredi-Bowl’s strategy is to focus on its brand rather than its manufacturer, adding that it has done the same with the likes of Barbara’s and Puffins. For this shopper, the Post brand may even be a deterrent.

“The Post logo represents traditional [ready-to-eat] cereal brands and is prominently featured on many of our legacy brands. The Post logo is less relevant with Incredi-Bowl’s consumer as they are not looking for a traditional cereal brand,” the spokesperson said. “This insight led us to the decision to lead with the brand name of Incredi-Bowl. This is a strategy we will continue to consider for specific innovations and challenger brands within the broader PCB portfolio.”