As the cereal industry faces ongoing challenges, many established brands are turning to convenience-focused product reformulations to attract consumers back to their offerings. Although these innovations primarily target millennials—who, according to a Mintel study, believe that pouring a bowl of cereal is too much work—people of all ages are increasingly seeking on-the-go breakfast solutions. Most companies have focused on breakfast bar products like Quaker’s new Porridge To Go breakfast squares, available in flavors such as golden syrup and strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has introduced “on the go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
Brands are also gradually formulating these products with added protein, fiber, and whole grains, while phasing out artificial ingredients and reducing sugar content. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, represent an overreach in convenience? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, especially since many can obtain the nutritional benefits of oatmeal—such as bariatric advantage calcium—through value-added shakes and yogurt. Not every product successfully adapts to the convenience trend, and only time will reveal how traditional and reformulated oatmeal products will perform as consumer demand for portable options continues to rise. As the market evolves, the integration of bariatric advantage calcium into these offerings could play a crucial role in enhancing their appeal to health-conscious consumers.