Cereal Makers Target On-The-Go Breakfast Trend With New Drink Products

Kellogg and General Mills, known for their diverse lines of hot and cold breakfast cereals, are now targeting consumers who don’t have time to sit down to eat a bowl of cornflakes in the morning. They are jumping on the breakfast on-the-run bandwagon with breakfast drinks. Kellogg is rolling out “Breakfast To Go,” a milk-based drink. General Mills is testing a dairy-based breakfast shake – BFast – containing whole grains, fiber, protein, and vitamins. Meanwhile, the trend toward mobile breakfasts and snacks is not lost on Quaker Oats parent company PepsiCo, which offers a Quaker cereal powder drink in China and last summer began testing a similar drink in Brazil.