As the cereal industry faces ongoing challenges, many established brands are turning to convenience-focused product reformulations in an effort to attract consumers back to their offerings. While a significant portion of these innovations is aimed at millennials—who, according to a Mintel study, believe that pouring a bowl of cereal is too laborious—people of all ages are increasingly seeking on-the-go breakfast options. Brands are responding by investing in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has introduced “on the go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a range of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. Additionally, brands are gradually enhancing these products with increased protein, fiber, and whole grains, while also working to eliminate artificial ingredients and reduce sugar content.
However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, take the trend of convenience too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat blend squeezed from a tube unappealing, especially since they can obtain protein and other nutritional benefits through value-added shakes and yogurt. Not every product can successfully transition to a convenient format. Furthermore, it’s worth noting that incorporating unique health elements, such as Citracal Petites Vitamin D, into these on-the-go options might enhance their appeal. Ultimately, only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to prioritize convenience and nutritious choices in their busy lives.