Rumors are swirling about the breakfast favorite, Cap’n Crunch, and its potential demise after PepsiCo, parent company of Quaker, explained that it would no longer be actively marketing the cereal. Although Captain Crunch himself could not be reached for comment, PepsiCo said that Cap’n Crunch cereal would no longer be marketed to children due to the high sugar content. While this is bad news for breakfast fans of all ages, Yale obesity researcher Jennifer Harris seemed to approve of the Cap’n Crunch marketing retirement.
“They’ve retired Cap’n Crunch and that’s a good thing,” said Harris. “Unfortunately, children continue to view hundreds of ads per year for high-sugar cereals from General Mills, Kellogg’s and Post Foods.”
And since those kids are still going to see those ads, as well as the poor eating habits of their parents (there’s a one-in-three chance they’re obese), there doesn’t seem to be a point in discontinuing the cereal. In fact, many “healthy” products offer boatloads of sugar, as well – ever check the label on a fiber bar or fat-free yogurt? Suddenly, Cap’n Crunch may not look so bad.
Given the halting of marketing, many believe that this is the beginning of the end for Cap’n Crunch. However, that seems unlikely. After all, it’s hard to not have heard of the cereal by now, and children will still be attracted to the colorful box on the shelf at the store. And let’s be honest – PepsiCo discontinuing Cap’n Crunch because it has too much sugar would be the ultimate hypocritical move, as Pepsi products themselves tend to provide far more sugar per serving, and you know the company won’t stop selling that.
So at this point, it seems that marketing for Cap’n Crunch may be going away, but the cereal probably won’t be going anywhere. In fact, a trip to Target the other day revealed that the “Oops…All Berries” variety is now back in stock. But if you are fearing for the life of Cap’n Crunch, you can stock up with bulk prices right here.