It was reported on Feb. 20, 2013 by Associated Press that Kellogg and General Mills are rolling out cereals in the form of a beverage. In recent past months the two cereal giants Kellogg and General Mills decided to make drinkable cereals since they are struggling with their cereal sales in the U.S.
However this idea about cereal and milk is not just sparked by sales, but also convenience for the consumers who are eating on the go. It’s easy to grab a bottle on the way out the door, then to sit down and eat a bowl of cereal.
Kellogg has a high protein shake already out on market under the Special K brand, but this is targeted for those trying to maintain their weight.
After an industry conference on Wednesday, Feb. 20 the CEO from Kellogg John Bryant said the company will redefine the way American’s eat cereal with its drinkable cereal “Breakfast To Go”, which is milk-based. This drink is in its development stages and is set to launch nationally this year.
General Mills on the other hand already has a diary-based breakfast shake called “BFast” that they are testing in the Northeast. The cereal drink BFast is a more convenience approach for consumers then having a bowl of cereal and milk.
It is loaded with all the nutritional value of whole grains, vitamins, protein and fiber. It is your cereal from a bowl to a bottle.
PepsiCo, one of America’s favorite carbonated soft drink company just got into the dairy business. PepsiCo owns Quaker oatmeal and recently launched a similar product as Kellogg and General Mills overseas in China of a drinkable cereal that is a cereal powder drink.
Also last summer in Brazil the company tested an oatmeal drink. No decision has been made whether to bring these breakfast drinks to the U.S.
According to PepsiCo CEO Indra Nooyi says the company is looking for ways to “drinkify” snacks and meals that most people would want to eat, and put it in liquid form. However the company’s Naked brand juices seem to cover some these grounds as they are full of nutrients.