# Cereal Brand Baking Competitions Kellogg’s Just Hosted Its First-Ever Holiday Baking Challenge By Katherine Pendrill | Published 2018-12-25 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/holiday-baking-challenge References: [thedailymeal](https://www.thedailymeal.com/eat/kelloggs-holiday-bake-off-winner/121718) & [prnewswire](https://www.prnewswire.com/news-releases/padma-lakshmi-and-kelloggs-proclaim-this-years-must-bake-holiday-treat-kelloggs-frosted-flakes-pear-berry-tart-300765232.html) To celebrate the Christmas season, Kellogg’s hosted its first-ever 'Holiday Baking Challenge' at the [Kellogg’s Café](https://www.trendhunter.com/trends/crumbl-cereal) in New York City. Hosted by 'Top Chef' host Padma Lakshmi, the competition put a festive twist on classic Kellogg’s cereals. Kellogg’s Holiday Baking Challenge took place on December 13 and included bakers from across the country. Each baker was tasked with creating a seasonal tart using cereal as one of the key ingredients. The winning dish was a Pear Berry Tart made with Frosted Flakes, which included the cereal in the flour, crust, and mixed into the cheese-mascarpone center. The winning treat was developed by Sara Mellas from Oakland, California, who picked up a Tony the Tiger trophy and an [exclusive dining experience](https://www.trendhunter.com/trends/add-your-golden-touch). Her recipe will also be featured at Kellogg’s Café for a limited time. Image Credit: *Kellogg’s.* ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 27% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Cereal-ingredient-usage:** Cereal brands are exploring new ways of using their products as ingredients in recipes to create seasonal desserts. - **Celebrity-sponsored-competitions:** Brands are enlisting celebrities to host competitions as a means of increasing customer engagement and generating buzz. - **Limited-time-promotions:** Brands are using winning recipes in time-limited promotions that drive foot-traffic and sales to their locations. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can capitalize on using cereals as versatile ingredients and explore collaboration opportunities with cereal brands for mutually rewarding contests. - **Entertainment:** The entertainment industry can offer brands high-profile hosting opportunities with celebrity chefs and entertainment personalities for sponsored competitions. - **Retail:** The retail industry can explore time-limited promotions using winning recipes as a means of driving traffic and sales to their brick-and-mortar locations. ## Related on Trend Hunter - [Festive Cookie Exchanges](https://www.trendhunter.com/trends/kelsey-elizabeth-cakes.md) - [Festive Cereal Houses](https://www.trendhunter.com/trends/cingerbread-house-kit.md) - [Baked Good-Flavored Cereals](https://www.trendhunter.com/trends/cinnabon-bakery-inspired-cereal.md) - [Flavorful Cereal Mashups](https://www.trendhunter.com/trends/cereal-mashup.md) - [Holiday Dessert-Flavored Cereals](https://www.trendhunter.com/trends/mince-pieflavor-wheats.md) - [Playful Interactive Donut Contests](https://www.trendhunter.com/trends/battle-of-the-donuts.md) - [Dessert-Like Breakfast Snack Products](https://www.trendhunter.com/trends/kelloggs-products.md) - [Wintry Cookie-Inspired Cereals](https://www.trendhunter.com/trends/oats-sugar-cookie-cereal.md) - [Branded Holiday Baking Campaigns](https://www.trendhunter.com/trends/nutella-and-hallmark.md)