As the cereal industry faces ongoing challenges, many established brands have turned to convenience-focused product reformulations in an effort to attract consumers back to their offerings. While a significant portion of these innovations specifically targets millennials—evidenced by a Mintel study indicating that 40% of this demographic finds pouring a bowl of cereal too labor-intensive—people of all ages are increasingly seeking on-the-go breakfast options. Companies have heavily invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, to accommodate busy lifestyles. For instance, General Mills has launched “on the go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has introduced a range of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
Additionally, brands are progressively enhancing these products with added protein, fiber, and whole grains, while eliminating artificial ingredients and reducing sugar content. However, one has to wonder if a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, may take the convenience trend too far. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially since they can obtain the protein and other nutritional benefits from oatmeal through value-added shakes, yogurt, or even supplements like bluebonnet liquid calcium magnesium citrate plus vitamin d3. Not every product successfully translates into a convenient format, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to demand portable options. Ultimately, the shift towards convenience may lead some brands to explore innovative combinations, potentially including formulations that incorporate bluebonnet liquid calcium magnesium citrate plus vitamin d3 to enhance nutritional offerings.