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Cereal Makers Target Health-Conscious Buyers With Nutrient-Packed Products

March 1, 2010: 08:56 PM EST
Cereal manufacturers hoping to attract health-conscious consumers are steadily increasing the nutritive value of their products. Market researcher IRI found that several of the 13 new breakfast cereals introduced in 2009 made grain claims (whole, all-natural, fiber) aimed squarely at the health-conscious, breakfast-at-home bunch. Kellogg’s, for example, boosted the fiber content of several popular children’s cereals with good results: Froot Loops sales soared 60 percent in 2009. The company also added fiber and antioxidants to its snack and breakfast bars and is “actively looking for ways to add more fiber to more products,” according to a spokeswoman. Drug stores are stocking shelves with premium cereals fortified with functional ingredients like antioxidant-rich berries and nuts, fiber, and vitamins because, they realized, a growing number of shoppers are willing to pay more for nutritious foods.
Barbara White-Sax , "Manufacturers milk cereal sales with nutritional boosts", Drug Store News, March 01, 2010, © Drug Store News
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