Nutrition Business Journal

Going With The Grain: Major Manufacturers Launch Breakfast Bars and Healthy Cereals

General Mills hailed for whole grain shift; Kellogg’s Kashi promises to satisfy as cereal makers line up with portability, obesity and other factors.

A decade ago, cereal aisles in supermarkets carried few healthy options. With rare exceptions such as Total or Wheaties, most cereals in mainstream markets lacked whole grains. Instead, shoppers were bombarded by promotions for sugar-coated cereals that appealed more to a consumer’s sweet tooth than any health-oriented concern.

Today, however, manufacturers in the $9- billion U.S. cereal market face an increasingly challenging market. In the past five years, cereal

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