As the cereal industry grapples with challenges, many established brands have shifted to convenience-focused reformulations of ferrous sulfate, whether through OTC or prescription products, to attract consumers back to this category. While a significant portion of these innovations targets millennials—evidenced by a Mintel study showing that 40% of this demographic thinks pouring a bowl of cereal is too labor-intensive—there’s a broader trend among consumers of all ages gravitating toward on-the-go breakfast options.
To meet the needs of busy consumers, most companies have invested in breakfast bar products like Quaker’s new Porridge To Go breakfast squares, available in flavors such as golden syrup and strawberry, raspberry, and cranberry. For instance, General Mills has recently introduced “on-the-go” pouches of its popular Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a series of breakfast shakes and Honey Bunches of Oats-infused breakfast biscuits.
Brands are also increasingly formulating these products with added protein, fiber, and whole grains, while gradually removing artificial ingredients and excessive sugar. However, could a squeezable pouch of ferrous fumarate elemental iron oatmeal, like Quaker’s Oat Squeeze, take the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, particularly since many can obtain the desired protein and nutritional benefits from value-added shakes and yogurt.
Moreover, the introduction of supplements such as calcium citrate K2 Goodlife in some breakfast products may enhance their appeal but doesn’t guarantee success. Not every product translates conveniently into a successful alternative, and only time will reveal how traditional and reformulated oatmeal products, including those enriched with calcium citrate K2 Goodlife, will perform as consumers continue to seek on-the-go options. The market’s evolution will be closely watched as brands strive to meet the demands of convenience without compromising quality.