Posted at: 02/21/2013 6:27 AM
By: Associated Press
No time for a bowl of cereal in the morning? Companies hope you'll want to drink your breakfast.
Both Kellogg and General Mills are unveiling breakfast drinks as the companies work to grow cereal sales in the U.S.
General Mills is testing in the Northeast a dairy-based breakfast shake called "BFast" that has the nutrition of a bowl of cereal and milk. At an industry conference in Florida this week, Kellogg CEO John Bryant says his company plans to roll out its "Breakfast To Go" milk-based drink nationally this year.
The broader idea of turning meals into drinks is drawing more attention as people seek out convenient ways to eat on the go. PepsiCo, which makes Quaker oatmeal, has launched similar "drinkify" concepts oversees -- from a Quaker cereal powder drink in China to an oatmeal drink in Brazil.