General Mills has become the latest US food manufacturer to develop a product designed to be cooked with a Keurig coffee machine.
The company is rolling out Nature Valley Bistro Cups Oatmeal, a product that includes a packet of oatmeal, another of fruit and nuts and a flavour capsule to be brewed in the machines.
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The launch comes after Campbell Soup Co. developed packs of soup designed to be cooked in the Keurig machines.
A spokesperson for General Mills told just-food its new line was targeted at “Keurig lovers who want to do more with their brewers”.
He said: “We believe there are many Keurig owners that like oatmeal and would eat it more often, but who have not been eating it because it has not been convenient. Our Bistro Cups contain just the right amount of oats, fruits, nuts and flavour to brew the perfect mug of oatmeal every time.”
The cups are available through Amazon and are set to initially roll out into Sam’s Club warehouse stores in the north east of the US.
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By GlobalData“We expect other mass merchandise and grocery retailers that have well developed Keurig businesses to begin offering the product later this year,” the spokesperson added.
