Cereal before bed? Food makers push ‘sleep’ snacks at night.

You’ve heard of breakfast cereal. But what about bedtime cereal?

Post Consumer Brands, the cereal company known for Raisin Bran, GrapeNuts and Fruity Pebbles, has launched a new line of cereals that it wants you to include in your nightly sleep routine.

The cereal of crunchy flakes and almonds, called Sweet Dreams, comes with a description that reads like a box of herbal tea, touting notes of lavender and chamomile, as well as vitamins and minerals intended to support your body’s production of the sleep hormone melatonin. But Sweet Dreams cereal also contains as much as 13 grams of added sugar from cane sugar, corn syrup, “invert sugar” and molasses, which according to studies can be detrimental to your nightly sleep.

The company says its goal is to help people establish healthy nighttime habits “by providing a nutrient dense before-bed snack” that supports your sleep routine.

But some studies have found that eating late-night meals, including those with a lot of added sugar, actually can worsen your sleep and increase your risk of obesity. Although some of the vitamins contained in Post’s new cereal can influence your body’s melatonin levels, experts say it’s not clear that they’ll have more than a minor impact, especially when consumed in the evening.

“You’re not going to eat this at 7 p.m. and have it boost your melatonin secretion at 9 p.m. to help you fall asleep,” said Marie-Pierre St-Onge, an associate professor of nutritional medicine at Columbia University Irving Medical Center and the director of the Sleep Center of Excellence at Columbia. “It’s not going to be a quick-fix two hours before bedtime.”

Sweet Dreams is one of a growing number of nighttime snacks marketed to a large segment of sleep-deprived consumers in search of better shuteye.

Studies show that more than half of all adults in the United States experience difficulty falling asleep, and 1 in 5 have insomnia. Marketing late-night meals as sleep enhancers is a way for the food industry to achieve one of its longtime objectives: To boost sales by creating a so-called fourth meal that follows dinner.

“It’s a potential new eating occasion,” said Nicholas Fereday, the executive director of food and consumer trends at investment firm Rabobank. “If they can somehow turn it into a ritual, and it becomes more habit rather than the occasional thing, they’ll start getting their repeat purchases.”

Expanding into latenight meals is a timely move for the cereal industry, which has lost ground in its fight over “share of stomach” to other breakfast-food competitors.

Despite an uptick in sales during the pandemic, cold cereal has largely been on the decline as breakfast habits have changed, with more people either skipping breakfast, eating foods on the go or opting for “healthier” meals – such as eggs and Greek yogurt – that are higher in protein and lower in sugar.

Other food companies are catering to late-night snackers. Nightfood sells “sleep-friendly” cookies and ice creams with vitamin B6, magnesium, zinc and other ingredients.

Numerous candy bars and chocolates infused with melatonin, herbal extracts and other ingredients claim to help you sleep. One company sells “sleepy chocolate” candy bars with magnesium, melatonin, and a blend of botanicals “designed to help you fall asleep faster and more soundly.” You can wash it down with PepsiCo’s Driftwell brand of still-water, which contains L-theanine and magnesium and is marketed to help you wind down before bed.