Cheerios caved into pumpkin spice craze, but this Austin company is holding strong

cheerios What’s a company to do about pumpkin spice?

We all know that pumpkin spice isn’t actually pumpkin. It’s cinnamon, nutmeg, cloves, maybe a little ginger.

We also know that it’s a mega marketing scheme that originated from Starbucks and now extends to every single aisle of the grocery store, including the one where you buy hand soap.

For the first few years of the craze, I ugh’ed my way through pumpkin spice season. It’s not that I don’t like pumpkin pie or those deliciously fall spices. My beef is that I don’t like my tongue feeling like it got run over by a Mack truck carrying a year’s worth of pumpkin pie spices. I also don’t love finding pumpkin spice in pasta sauce or tortilla chips or apple juice.

Last year, I did a taste test video of a whole bunch of pumpkin spice products, but this year, I’m just snapping them for Instagram. Today, I found pumpkin spice Cheerios, a new product from one of the country’s biggest cereal makers which, apparently, just couldn’t leave those pumpkin spice dollars on the table.

highbrewpslThe Austin-based cold-brew coffee company High Brew isn’t interested in anything that has to do with pumpkin spice.

Just after I got back to the office from the store, I received a box of samples from High Brew that included a card that said, “Pumpkin Spice Latte? Don’t be basic.”

I got a good laugh out of that, but it did get me thinking that if this pumpkin spice craze keeps at the current pace, it’s only a matter of time before High Brew jumps on board.

Are you pumpkin spice-ing this fall? With pride or is the anti-PSL shade lingering over your head? I’d love to hear about your favorite pumpkin spice products or the very craziest you’ve seen.

Someone told me they saw pumpkin spice dog biscuits recently, which makes me think we’re a long way from seeing the end of this trend.

Author: Addie Broyles

Food writer for the Austin American-Statesman and

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