“We need to bring it back to life in a relevant way,” says Kelley Peters, the “insights” director who charts Grape Nuts psychographics for Ralcorp’s $5 million resuscitation attempt. Her target: men 45 years old and up. “Men aspire to it,” she says. “It’s strong and stern, the father figure of cereals.” Her marketing chief, Jennifer Marchant, points out: “It tends to break your teeth sometimes.”
True, but Grape Nuts loyalists don’t all welcome the focus on maleness. Sylvie Dale, 38, an editor in New Jersey, and a woman, says: “The rhythmic crunching that reverberates around your skull could be ambient sound meditation. To have the patience to get through a bowl, you have to practice mindfulness.” Ms. Dale adds: “I have a special place in my heart for this cereal.”
