Kellogg’s is launching Kellogg’s Breakfast To Go in three flavours, each featuring 10g of protein and 5g of fibre. Meanwhile, General Mills announced that it is test-marketing a dairy based ‘breakfast shake’ called Bfast, which is designed to deliver the nutrition of a bowl of cereal and milk, with whole grains, enhanced with fibre, protein and vitamins.
At a recent conference, Kellogg Company CEO John Bryant said the company “will redefine cereal with its ‘Breakfast To Go’ milk-based drink”.
It is reported that, separately, both companies noted that a similar drink called Up&Go by Sanitarium Health and Wellbeing Co is performing strongly in Australia, gaining around 10-20% of the cereal business.
Fuel Breakfast Milk Drink recently launched in the UK, and in New Zealand, Fonterra Co-operative Group has launched Anchor Fast Start Liquid Breakfast.
Source: Courier Journal/Kellogg Company/FoodBev Media
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