Wednesday, May 14, 2014

The Glorious End Of Cereal


Did you have any idea that cereal is considered threatened? That analysts and consultants wake up every morning, put on their suits, and dream up ways to reverse this new business narrative?
Cereal makers have been losing the battle for the breakfast table to other offerings, notably yogurt. So Kellogg Co. has struck a deal with Dannon Co. to bring its cereal across enemy lines–to the yogurt aisle.
Dannon’s YoCrunch brand is known for mix-ins on top of its yogurt cups, which include granola, Oreos and M&M’s. The deal with Kellogg to do the same with Frosted Flakes and Froot Loops in YoCrunch Cereal Bowls that are hitting shelves this spring is the first for breakfast cereal, executives said, and a sign of the times for the morning meal.
There is something odd about these cups that we, after decades of conditioning, might strain to see: They are not breakfast items. They are desserts, or at best guilty snacks. Adding cereal to yogurt makes it less, not more, like something you should eat at the beginning of your day. The reason for this is obvious and yet sounds radical: Cereal is not a breakfast food.

That is not to say that cereal cannot serve as a breakfast food, or that it is never appropriate to eat in the early hours of the day. The best thing about cereal, and a reason it is so often confused with a real breakfast food, is that it is quick and versatile. But set aside your expectations and prejudices and traditions and consider what a bowl of Corn Flakes or Cheerios or Raisin Bran is really suitable for. In order: 

1. Lunch
2. Simple hunger (snack, emergency dinner)
3. Dessert
4. Digestive aid
5. Garnish (on yogurt, liquid or frozen)
6. Breakfast (as a compromise, for children or large numbers of people)

For the rest of the story:

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