US cereal manufacturer Post Holdings has announced the launch of its Goodness-To-Go breakfast shakes.
The beverages are a source of protein and are made with natural sweeteners and flavours “making it easy to have a nutritious and satisfying breakfast anytime, especially when you’re on the go”, Post said.
“Americans today are constantly on the go, making it hard to find time for a nutritious breakfast – the most important meal of the day,” said Mark Izzo, vice president of research, development and innovations at Post Foods. “Post was founded more than 100 years ago with the introduction of Postum cereal beverage, and we’re excited to get back to our roots with the creation of Post Goodness-To-Go breakfast beverages. Today, anyone can enjoy the wholesome nutrition they’ve come to expect from Post Foods – now without a bowl and spoon.”
The breakfast beverages are available in three flavours, Tahitian Vanilla, Dutch Chocolate and Mocha. Each drink is naturally sweetened with agave, monk fruit and stevia and contains 15g of protein.
Changing lifestyles are prompting more people to skip breakfast, a move food manufacturers have had to respond to. Growth in adjacent categories such as cereal bars, breakfast biscuits and instant porridge has increased as consumers look for more convenient and quick breakfast options.
Last year, Kellogg launched Kellogg’s To Go breakfast shakes in the US, which contain 5g fibre, 10g protein and are ready in three flavours.
Breakfast drinks have also been launched in Australia and the UK, with most recently, Weetabix launched a product in the UK.
