For many Americans, eating a bowl of cereal for breakfast was once a daily ritual.
Nowadays, those habits have changed: Some eaters are choosing healthier options, while others prefer a hot breakfast over a cold one. Some just want something fast without the mess.
Even cereal fanatic Jerry Seinfeld has slowed down his consumption, telling fans in a recent online question and answer session (Q&A) that he's eating more oatmeal these days because it's good for his cholesterol.
Whatever the reasons, cereal companies are feeling the pain. For the last 15 years, sales of cereal in the U.S. have dropped from $12.8 billion in 2001 to $9.3 billion in 2015 according to market research firm Euromonitor International.
While sales are down, cereal is still in the majority of American homes. Now, one major brand is trying to give the breakfast food a decidedly hip veneer.
"90 percent of people still have cereal in their households—they just don't eat it as often as they used to," Kellogg's associate marketing director Andrew Shripka told CNBC's "On the Money" in an interview. "They're so many more options than there used to be."