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.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-food gives you the widest food market coverage.
Paid just-food members have unlimited access to all our exclusive content - including 17 years of archives.
It’s our best ever membership offer – just for you.
Dean Best, editor of just-food
- Interview: Sir Kensington's on sale to Unilever
- Analysis: Post discusses rationale for Weetabix
- Interview: "Disruptive" snack brand Hippeas
- Who will buy Danone's Stonyfield business?
- Column: Why snacking is the new meal
- Unilever buys US condiments maker Sir Kensington's
- Tyson shops Sara Lee bakery, Kettle and Van's
- Icelandic to sell Saucy Fish Co. owner Seachill
- Dairy dampens Danone in Q1
- Tyson to buy burger-to-entree firm AdvancePierre