Screen-free nostalgia hits the cereal aisle with the return of real toys

As breakfast cereal sales fall, some of the biggest brands are placing limited-edition prizes back inside the box.

As breakfast cereal sales have fallen, food manufacturers have turned to an old trick to try and attract consumers back: the cereal box prize.

Breakfast cereal sales have fallen more than 13% in five years, from 2.47 billion units sold in 2021 to 2.14 billion units in 2025, according to NielsenIQ data, and some of the most colorful, eye-catching........

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