Smorz

Smorz was introduced by the Kellogg Company in the United States in 2003 as a cereal adaptation of the s'more, the campfire dessert made from graham crackers, chocolate, and marshmallows. The cereal used chocolate graham-flavored puffed corn squares together with marshmallows. Its product proposition was intentionally confectionery and nostalgic: instead of presenting cereal primarily as a nutritious staple, Smorz translated a familiar dessert flavor into a sweet breakfast occasion. The product has been described as a rich chocolatey graham cereal with marshmallows. The cereal pieces were designed to provide a crunchy graham-cracker-like element with chocolate flavor, while the marshmallows supplied sweetness and visual contrast. Kellogg originally used plain white marshmallows. Later, the cereal included brown-and-white marshmallows, a design intended to make them appear as though chocolate had been swirled into the marshmallow component. This change reinforced the s'mores visual identity without altering the basic concept. Smorz's distribution history has been marked by repeated withdrawals and returns. Kellogg discontinued it in December 2013 and indicated that a s'mores-flavored Krave cereal would serve as a replacement. The substitution did not permanently eliminate interest in the original product. In December 2015, Kellogg announced that Smorz would return. After being available again, the cereal was discontinued for a second time in April 2019. The brand's later revival was strongly associated with consumer advocacy. Fans used a Change.org petition and social-media campaigns to request the cereal's return. On December 15, 2020, its reintroduction was confirmed, and Smorz returned to markets in January 2021. This sequence made Smorz an example of a discontinued packaged-food product revived through online nostalgia and organized consumer demand. The available reference material does not establish whether the cereal remains broadly distributed at present. Production descriptions have emphasized the scale of the ingredients involved. At the height of production, thousands of pounds of chocolate cream and marshmallows were reportedly used each day. These ingredients were central to both the product's taste and its marketing identity, but they also contributed to criticism of the cereal's nutritional profile. A cited 41-gram serving, equivalent to about 1.25 cups, contained 18 grams of total sugar, of which 17 grams was added sugar. Sugar therefore represented approximately 43.3 percent of the product by weight. Media coverage consequently placed Smorz among the more sugar-heavy breakfast cereals. The cereal was also criticized by food advocacy organizations for its advertising. In 2004, the Center for Science in the Public Interest sent a letter to the National Geographic Society objecting to advertisements for Smorz and other sugary cereals, candy, and snack foods in National Geographic Kids magazine. The objection focused on marketing sweet products to children and did not constitute a product recall or finding that Smorz was unsafe. Across its history, Smorz has remained a narrow product brand rather than a broad food portfolio. Its identity rests on a single flavor platform—chocolate, graham, and marshmallow—and on the emotional appeal of a recognizable dessert. The multiple discontinuations and relaunches suggest a business model shaped by portfolio decisions and episodic demand rather than continuous availability. Smorz's current status is therefore uncertain in the absence of a current distribution statement in the supplied sources.

• 2021

  Second announced revival reaches stores

  [1]Smorzen.wikipedia.org

  Smorz is reintroduced to markets in January 2021.

• 2020

  Return confirmed after consumer petition

  [1]Smorzen.wikipedia.org

  Kellogg confirms on December 15 that Smorz will return following a Change.org petition and social-media advocacy.

• 2019

  Second discontinuation

  [1]Smorzen.wikipedia.org

  Smorz is discontinued again in April 2019.

• 2015

  First announced revival

  [1]Smorzen.wikipedia.org

  Kellogg announces that Smorz will be brought back after consumer interest in the discontinued cereal.

• 2013

  First discontinuation

  [1]Smorzen.wikipedia.org

  Kellogg discontinues Smorz in December and points to a s'mores-flavored Krave cereal as a replacement.

• 2004

  Advertising criticism from CSPI

  [1]Smorzen.wikipedia.org

  The Center for Science in the Public Interest challenges the placement of Smorz advertising in National Geographic Kids magazine.

• 2003

  Smorz launches

  [1]Smorzen.wikipedia.org

  Kellogg introduces Smorz in the United States as a chocolate graham cereal with marshmallows inspired by s'mores.

An indulgent, dessert-inspired breakfast cereal that recreates the flavor combination of chocolate, graham crackers, and marshmallows associated with s'mores.

• Breakfast cereal · 2003

  Smorz

  Smorz is a sweet, s'mores-inspired breakfast cereal made from chocolate graham-flavored puffed corn squares and marshmallows. The cereal's flavor architecture combines a crunchy graham-like base with chocolate flavor and soft, sweet marshmallow pieces. Earlier versions used white marshmallows, while later versions used brown-and-white pieces intended to evoke chocolate swirls. The product has been introduced, discontinued, and reintroduced multiple times in the United States.

• 2020Bring Back Smorz consumer campaign

  United States

  Consumers used a Change.org petition and social-media advocacy to request the return of Smorz after its second discontinuation.

  Outcome. Kellogg confirmed the cereal's return on December 15, 2020, followed by a January 2021 reintroduction.

  Source

• 2020

  Confirm another Smorz revivalProduct launch

  Background

  Consumer demand was expressed through a Change.org petition and public social-media campaigning.

  Action taken

  Kellogg confirmed on December 15 that Smorz would return to store shelves.

  Aftermath

  The product was reintroduced to markets in January 2021.

  Source

• 2019

  Discontinue Smorz for a second timeStrategy

  Background

  After its announced revival, Smorz was again removed from the market in April 2019.

  Action taken

  Kellogg discontinued the product.

  Aftermath

  Consumer petitioning and social-media advocacy preceded another return in 2021.

  Source

• 2015

  Announce the first post-discontinuation relaunchProduct launch

  Background

  Kellogg responded to continuing interest in the discontinued cereal.

  Action taken

  The company announced in December that Smorz would be brought back.

  Aftermath

  The cereal returned but was discontinued again in April 2019.

  Source

• 2013

  Discontinue Smorz and emphasize a Krave alternativeStrategy

  Background

  Kellogg removed Smorz from the market in December 2013 while indicating that a s'mores-flavored Krave cereal would replace its role.

  Action taken

  The company discontinued Smorz and redirected the s'mores flavor concept toward Krave.

  Aftermath

  Smorz later returned after continued consumer interest.

  Source

• 2021

  Smorz returns to store shelves[1]Smorzen.wikipedia.org

  Product launch · Campaign

  Smorz was reintroduced to markets in January 2021 after the consumer-led campaign for its return.

• 2020

  Consumer campaigning leads to another Smorz return[1]Smorzen.wikipedia.org

  Campaign · Product launch

  On December 15, 2020, the return of Smorz was confirmed following a Change.org petition and social-media campaigning by consumers.

• 2019

  Smorz is discontinued again[1]Smorzen.wikipedia.org

  Other · Product generation

  The cereal was discontinued again in April 2019 after its return to stores.

• 2015

  Kellogg announces the return of Smorz[1]Smorzen.wikipedia.org

  Product launch · Product generation

  Kellogg announced in December 2015 that Smorz would be brought back to the market after its earlier discontinuation.

• 2013

  Smorz cereal is discontinued[1]Smorzen.wikipedia.org

  Other · Product generation

  Kellogg discontinued Smorz in December 2013 and planned to use a s'mores-flavored Krave cereal as a replacement.

• 2004

  Food advocacy group criticizes Smorz advertising[1]Smorzen.wikipedia.org

  Regulation · Other

  The Center for Science in the Public Interest urged the National Geographic Society to remove advertisements for Smorz and other sugary foods from National Geographic Kids magazine.

1. 1Smorzen.wikipedia.org