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Dublin: 11 °C Monday 21 April, 2014

Cereal companies hoping you’ll ‘drink’ your breakfast

Kellogg is one of the companies getting ready to roll out the quick-fix breakfast shakes, claiming they are as nutritious as a bowl of cereal and milk. Could you see yourself imbibing them regularly?

Major cereal companies are looking at breakfast drinks that they claim have the same nutritional value as a bowl of cereal and milk.
Major cereal companies are looking at breakfast drinks that they claim have the same nutritional value as a bowl of cereal and milk.
Image: Paul Seheult/Eye Ubiquitous/Press Association Images

IF YOU DON’T have time to sit down for a bowl of cereal in the morning, companies are hoping you’ll want to drink your breakfast.

As companies struggle to grow cereal sales in the US, Kellogg and General Mills are preparing to roll out breakfast drinks.

At an industry conference this week, Kellogg CEO John Bryant said one way the company will redefine cereal is with its “Breakfast To Go” milk-based drink, which will be rolled out nationally this year. A day before, General Mills said it’s testing a dairy-based breakfast shake called “BFast” that has whole grains and the nutrition of a bowl of cereal and milk, including fibre, protein, vitamins and whole grains. The drink is currently being tested in the Northeast.

In separate remarks, both companies noted that a similar drink called “Up & Go” by Sanitarium Health and Wellbeing Co is performing strongly in Australia, with about 10 percent to 20 per cent of the cereal business.

The broader idea of turning meals into drinks is getting more attention as people look for convenient ways to eat on the go. Even though it doesn’t take much time to sit down for a bowl of cereal, people are increasingly looking for portable foods they can eat on the way to work or school.

PepsiCo, which makes Quaker oatmeal and recently got into the dairy business, has launched similar concepts overseas. It offers a Quaker cereal powder drink in China and last summer began testing a Quaker oatmeal drink in Brazil.

A spokesman for PepsiCo declined to say whether any similar products are planned for the US. But the company has underscored its strategy of “lifting and shifting” products from around the world for different markets.

PepsiCo CEO Indra Nooyi also has noted that the company is looking at ways to “drinkify” snacks, and gauging which type of foods and meals people might want in drink form. Already, the company’s Naked juices are seen as falling into that general space because they’re fortified with various nutrients.

Kellogg also offers a Special K Protein shake but the drink is positioned more for people who are specifically looking to control their weight.

What do you think? Would you opt for a breakfast ‘drink’?


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