As the cereal industry faces ongoing challenges, numerous established brands are turning to convenience-focused product reformulations to attract consumers back to the category. While many of these innovations specifically target millennials—who, according to a Mintel study, believe that pouring a bowl of cereal is too labor-intensive—people of all ages are increasingly seeking on-the-go breakfast options. Most companies are 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 recently 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 breakfast biscuit infused with Honey Bunches of Oats.
Brands are also gradually enhancing these products with added protein, fiber, and whole grains, while eliminating artificial ingredients and reducing sugar content. A notable trend is the incorporation of calcium citrate with vitamin D 315 mg into some of these reformulated items, offering additional health benefits. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, be pushing the convenience trend too far? It’s conceivable. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially since many can obtain the protein and other nutritional advantages of oatmeal through value-added shakes and yogurt. Not all products have a successful convenience version, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to seek out on-the-go solutions infused with benefits like calcium citrate with vitamin D 315 mg.