Comment: Breakfast drinks are no silver bullet
As manufacturers look to revitalise a lacklustre cereal category and win back "breakfast skippers" in the US, they are focusing on convenient options such as breakfast drinks. However, could those preparing to compete in this burgeoning segment be embarking on a rocky road? Katy Askew argues breakfast drinks do not necessarily represent a silver bullet that the industry hopes will provide the US breakfast category with a shot in the arm.
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