Smorz

Smorz is a breakfast cereal manufactured by the Kellogg Company, consisting of chocolate graham-flavored puffed corn squares and marshmallows, modeled after the flavor of s'mores.

For the musical indication abbreviated as smorz., see smorzando.
Smorz
Kellogg's Smorz – Natural and Artificially Flavored Puffcorn Cereal with Marshmallows, in mik
Product typeBreakfast cereal
Produced byKellogg's
Introduced2003 (2003) (reintroduced in 2015 and 2021)
Discontinued2013 and 2019
Related brandsKrave S'mores
MarketsUnited States
Websitehttps://www.kelloggs.com/en_US/products/smorz-original.html

Description and history

This breakfast cereal is described on the box as a "rich chocolatey graham cereal with marshmallows". The description of the cereal on the official Kellogg's website states that Smorz are "...crunchy graham crackers in a rich chocolatey coating with –of course –sweet marshmallows!" Although Kellogg's originally used plain white marshmallows for this cereal, Smorz currently contains marshmallows that are brown and white, intending to look like chocolate has been swirled into them.

The cereal was first released in 2003, but was discontinued in December 2013, intending to be replaced by a new s'mores-flavored Krave cereal.[1][2] It was announced in December 2015 that Smorz would be reintroduced, and it was re-discontinued in April 2019.

On December 15, 2020, it was confirmed that Smorz will return again to store shelves, in response to a petition on the website Change.org and public campaigning on social media.[3][4] It was reintroduced to markets for a second time in January 2021.[5]

At the height of production, thousands of pounds of chocolate cream and marshmallows were used each day to make Kellogg's Smorz.[6]

Criticisms

Smorz has undergone negative scrutiny surrounding its sugar content during its run. One serving (which is 41 grams or about 1.25 cups) of this cereal contains 18 total grams of sugar, with 17 grams of the total sugar being added sugar. This has led to the cereal being ranked by many media sources as one of the worst breakfast cereals for consumers in regards to sugar content with approximately 43.3 of the cereal by weight being sugar.[7][8][9]

The cereal has also been a target of complaint and opposition by food advocacy groups. In 2004, The Center for Science in the Public Interest (CSPI) sent a letter to National Geographic Society, calling for the removal of Hostess and Smorz advertisements in National Geographic Kids Magazine stating "It is unconscionable that the National Geographic Society...has chosen to cram National Geographic Kids magazine with advertisements for sugary cereals, candy and snack foods."[10]

References
  1. "Do you like Kellogg's Smorz cereal? New Kellogg's Krave S'Mores cereal to replace discontinued cereal". 2013-12-31. Archived from the original on 2013-12-31. Retrieved 2023-04-18.
  2. Kulikowski, Lauren (September 29, 2014). "10 Favorite Cereals That Are No Longer Sold in Any Grocery Stores". TheStreet. Retrieved April 18, 2023.
  3. "This Beloved, Discontinued Cereal Is Back". money.yahoo.com. 17 December 2020. Retrieved 2023-04-18.
  4. Kiner, Deb (2020-12-16). "Kellogg's bringing back SMORZ cereal in response to online petition, social media pleas". pennlive. Retrieved 2023-04-18.
  5. "Rumors Revealed: Yes, Kellogg's® Brings SMORZ™ Cereal Back". markets.businessinsider.com. Retrieved 2023-04-18.
  6. "Smorz Cereal | MrBreakfast.com". www.mrbreakfast.com. Retrieved 2023-04-18.
  7. "Sugary cereals: Which are the 10 "worst?"". www.cbsnews.com. 7 December 2011. Retrieved 2023-04-18.
  8. Sullum, Jacob (2011-12-08). "Wait, Honey Smacks Have a Lot of Sugar?". Reason.com. Retrieved 2023-04-18.
  9. "10 worst breakfast cereals to feed your children". New Pittsburgh Courier. 2013-11-28. Retrieved 2023-04-18.
  10. Ives, Nat (2004-07-21). "THE MEDIA BUSINESS: ADVERTISING; As National Geographic explores obesity, critics question the food ads in its children's magazine". The New York Times. ISSN 0362-4331. Retrieved 2023-04-18.


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