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New Product Launches Emerge In Hot Cereals But The Category Has Faltering Sales

January 12, 2022: 12:00 AM EST
General Mills is among the companies introducing hot cereals with Big G instant oatmeal in May 2021. Also last year, Los Angeles-based This Saves Lives debuted Kids Oatmeal, providing a full serving of fruits and vegetables as well as being gluten-, peanut-, and dairy-free. Last October, Christopher and Jennifer Jane pitched Proper Good company on Shark Tank and then introduced a pre-cooked and shelf-stable Proper Good Ready Oatmeal, adding two new varieties last month. But some of the incumbents in the category could not repeat the strength of 2020 sales last year. Some of the brands that faltered in 2021 include Quaker Oats, Cream of Wheat and Fruity Dyno-Bites, from the Malt-O-Meal line. Overall, the hot cereal/oatmeal category saw sales dip over 3% in the year to December 26. Private label sales were down 15%.
Jeff Gelski, "General Mills, others warm up to hot cereal category", Food Business News, January 12, 2022, © SOSLAND PUBLISHING COMPANY
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