US cereals giant General Mills is expected to be preparing to introduce the phenomenon of niche marketing to consumers' breakfast tables next spring, making it possible for cereal aficionados to create and name their own breakfast treat.

Operating through the website www.mycereal.com, consumers will be able to select from more than 100 different ingredients to create and then name their own breakfast cereals. The resulting product will then be delivered to homes in a one or two week supply of single-serving portions, costing around US$1 each.

In addition to making life easier for people with particular dietary requirements or tastes, the company will also set up databases in tandem with the website, which will provide suggestions for cereals in accordance with health and nutritional criteria.