The Clinton Herald, Clinton, Iowa

Top News

February 21, 2013

Don't have time to eat breakfast? Drink it

BOCA RATON, Fla. — If you don't have time to sit down for a bowl of cereal in the morning, companies are hoping you'll want to drink your breakfast.

As companies struggle to grow cereal sales in the U.S., Kellogg and General Mills are preparing to roll out breakfast drinks.

At an industry conference Wednesday, Kellogg CEO John Bryant said one way the company will redefine cereal is with its "Breakfast To Go" milk-based drink, which will be rolled out nationally this year. A day before, General Mills said it's testing a dairy-based breakfast shake called "BFast" that has whole grains and the nutrition of a bowl of cereal and milk, including fiber, protein, vitamins and whole grains. The drink is currently being tested in the Northeast.

In separate remarks, both companies noted that a similar drink called "Up & Go" by Sanitarium Health and Wellbeing Co. is performing strongly in Australia, with about 10 percent to 20 percent of the cereal business.

The broader idea of turning meals into drinks is getting more attention as people look for convenient ways to eat on the go. Even though it doesn't take much time to sit down for a bowl of cereal, people are increasingly looking for portable foods they can eat on the way to work or school.

PepsiCo, which makes Quaker oatmeal and recently got into the dairy business, has launched similar concepts overseas. It offers a Quaker cereal powder drink in China and last summer began testing a Quaker oatmeal drink in Brazil.

A spokesman for PepsiCo declined to say whether any similar products are planned for the U.S. But the company has underscored its strategy of "lifting and shifting" products from around the world for different markets.

Text Only
Top News
  • Fist bump photo Study: Fist bumps less germy than handshakes

    When it comes to preventing the spread of germs, maybe the president is on to something with his fondness for fist bumps.

    July 30, 2014 1 Photo

  • Sharknado.jpg Sharknado 2 set to attack viewers tonight

    In the face of another "Sharknado" TV movie (the even-more-inane "Sharknado 2: The Second One," premiering Wednesday night on Syfy), there isn't much for a critic to say except to echo what the characters themselves so frequently scream when confronted by a great white shark spinning toward them in a funnel cloud:
    "LOOK OUT!!"

    July 30, 2014 1 Photo

  • Rodden, Danny.jpg Indiana sheriff accused of lying about relationship with prostitute

    The sheriff of Clark County, Ind., faces an eight-count federal indictment that accuses him of lying about paying a prostitute for a sex act and giving her a badge so that she could claim a discount rate at a hotel.

    July 30, 2014 1 Photo

  • Clinton judge hears motion to suppress in drug case

    District Court Judge Stuart Werling will consider a motion of suppression against a warrant that led to the arrest of a Clinton man on drug charges.

    July 30, 2014

  • David Johnson Clinton grad, NDSU picked to lead MVC

     David Johnson, the former Clinton High standout now entering his senior season at the University of Northern Iowa, was named to the preseason All-Missouri Valley Football Conference first team that was announced Tuesday.

    July 30, 2014 1 Photo

  • School supplies offered at events

    With students going back to school soon, Clinton families will have two opportunities to receive free back-to-school supplies.

    July 30, 2014

  • Showboat follies Iafrate set to leave Showboat Theatre

    As the summer season nears its end, the Clinton Area Showboat Theatre on Tuesday honored the past and said hello to the future.

    July 30, 2014 1 Photo

  • Sidewinders photo Debating decibels: Finally Fridays, Showboat at odds over concert volume

    Two events will take center stage at the riverfront Friday. And if it’s anything like the last time these entities shared the same evening, both crowds may want to take note of the decibel levels coming from the bandshell.

    July 30, 2014 1 Photo

  • wd saturday tobias .jpg Stranger’s generosity stuns Ohio veteran

    Vietnam War veteran David A. Tobias was overwhelmed recently when a fellow customer at an OfficeMax store near Ashtabula, Ohio paid for a computer he was purchasing.

    July 29, 2014 1 Photo

  • 20140727-AMX-GUNS271.jpg Beretta, other gun makers heading to friendlier states

    In moving south and taking 160 jobs with it, Beretta joins several other prominent gunmakers abandoning liberal states that passed tough gun laws after the Newtown shooting.

    July 29, 2014 1 Photo

AP Video