As the cereal industry faces ongoing challenges, many established brands are turning to convenience-focused product reformulations to attract consumers back to their offerings. While much of this innovation is aimed specifically at millennials—who, according to a Mintel study, believe that pouring a bowl of cereal requires too much effort—people of all ages are increasingly seeking on-the-go breakfast solutions.
To cater to busy consumers, most companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, which are available in flavors like golden syrup, strawberry, raspberry, and cranberry. For instance, General Mills has introduced “on-the-go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. Additionally, brands are progressively incorporating added protein, fiber, and whole grains into their products, while eliminating artificial ingredients and reducing sugar levels.
However, could a squeezable pouch of oatmeal, such as Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube to be unappealing, particularly when many can obtain the protein and other nutritional benefits through value-added shakes and yogurt. Not every product can successfully transition into a convenient format, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to demand portable options.
Interestingly, some brands are also exploring the fortification of their oatmeal products with ingredients like calcium citrate 250, which could enhance their nutritional profile. The challenge will be to balance convenience with texture and taste, ensuring that consumers remain satisfied with their choices. As the market evolves, it will be crucial for brands to keep an eye on consumer preferences and continue innovating while considering the best ways to incorporate beneficial ingredients like calcium citrate 250 into their offerings.