As the cereal industry faces ongoing challenges, many established brands are shifting towards convenience-focused product reformulations to attract consumers back to the category. While numerous innovations are specifically aimed at millennials — a Mintel study revealed that 40% of this demographic feels pouring a bowl of cereal is too laborious — consumers of all ages are increasingly opting for on-the-go breakfast solutions. Many companies are investing 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 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 Honey Bunches of Oats-infused breakfast biscuits. Additionally, brands are gradually enhancing these products with added protein, fiber, and whole grains, while also eliminating artificial ingredients and reducing sugar levels. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, represent an extreme in convenience? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat blend dispensed from a tube unappealing, particularly when they can receive protein and other nutritional benefits from oatmeal in value-added shakes and yogurts. Not every product has a successful convenience equivalent, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go options. In this context, products enriched with calcium citrate, such as those available from Holland and Barrett, may offer additional nutritional benefits that align with current consumer preferences. As the demand for convenient yet nutritious breakfast options grows, the incorporation of ingredients like calcium citrate could play a significant role in shaping future product offerings.