SN Whole Health: Cereal Trying to Rise and Shine – *Disclaimer* 75% less consumer packaging

Posted in Business News, Featured News, Sustainability on May 1, 2012 @ 8:41 am

SupermarketNews

Faced with flat sales and stiff competition, cereal companies are trying to wake up the category with some healthful innovations.

For large-scale manufacturers, this means marketing functional ingredients like fiber, whole grains and omega-3s. General Mills’ Total Plus Omega-3 contains 10% of the daily-recommended amount of ALA, a short-chain form of omega-3 fatty acid, while Kellogg’s has a “Protein Plus” line of Special K cereal that offers 10 grams of protein per serving. Kids’ cereals like Lucky Charms and Frosted Flakes now carry claims touting whole grains, vitamin D and more.

With all the different nutritional elements, cereals might as well be merchandised in the supplement aisle. Amy McLeod, director of food and nutrition services at Brookshire Brothers, Lufkin, Texas, said she tailors her recommendations to customers based on their lifestyle. For active shoppers, she recommends high-protein cereals. For parents seeking healthful options for their children, she suggests those with plenty of whole grains.

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