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

February 20, 2013: 12:00 AM EST
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.
Candice Choi , "Don't have time to eat breakfast? Drink it", Yahoo! News, February 20, 2013, via Associated Press , © The Associated Press
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