• by Erin Everhart , Staff Writer, April 24, 2026

Cereal has gotten a bad rap over the past decade or so, but don’t tell my husband that.

The man eats Raisin Bran Crunch every single morning. Religiously. Devotionally. No other cereal exists in our household. I buy multiples whenever it’s BOGO at Publix. I know well enough now super that if they’re out, he’d rather have nothing at all than an alternative. It’s Raisin Bran Crunch or death.

OK, maybe not death, but the point is cereal deserves that kind of devotion. And while yes, not all cereals are good for you, we’ve let the few create a bad reputation for the many.

Kellogg wants to change that. They’ve decided 2026 is the Year of Fiber, and they kicked it off with a Super Bowl spot featuring William Shatner in what might be one of the more delightfully unexpected casting decisions in recent advertising history. 

The problem? Nobody gets excited about fiber. It doesn't have the same cultural cachet as protein. It's not what the gym influencers are posting about. 

This week, we sat down with Doug VandeVelde, Chief Growth Officer at Kellogg, to hear how they’re making this macro sexy, how to reframe a misunderstood category, and how to carry Super Bowl momentum all year long.