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(Globe and Mail)   North Americans aren't eating enough breakfast cereals and Big Cereal is not happy about it   (theglobeandmail.com) divider line 62
    More: Scary, Kellogg Co., North America, equity analyst, Special K, Rice Krispies, Mr. Johnson  
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1725 clicks; posted to Business » on 07 Feb 2014 at 9:18 AM (23 weeks ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2014-02-07 08:51:43 AM
Part of it is that the anti-gluten movement has gained a lot of traction the last few years. The other part is that so much of the cereal aisle has sugar as its second (and sometimes first) ingredient that it's probably healthier to have cake for breakfast.

I'll eat Raisin Bran, but that's about it anymore.
 
2014-02-07 09:06:31 AM
Anti-gluten is the latest peanut allergy?
 
2014-02-07 09:10:02 AM
See what happens when you drop Quisp? Jerks.
 
2014-02-07 09:24:50 AM

Langston: Part of it is that the anti-gluten movement has gained a lot of traction the last few years. The other part is that so much of the cereal aisle has sugar as its second (and sometimes first) ingredient that it's probably healthier to have cake for breakfast.

I'll eat Raisin Bran, but that's about it anymore.


Pretty much this.

Make healthier cereal, we don't need a thousand variations of sugar-loaded rice/corn/wheat.
 
2014-02-07 09:25:59 AM
Well, maybe if you started offering toys again instead of this "log on and use this special code to play games" crap, more kids would beg their parents for them. That online code stuff is basically the modern day equivalent of the secret message "Drink Ovaltine".

I regularly buy the sweeter cereals to have as a weekend treat, and in the last three or four years, the only "prize" I got was a tiny Star Wars pen in a box of Froot Loops.

/long for the days of collecting the Disney Afternoon figures.
//yes, I'm too old to be complaining about this.
 
2014-02-07 09:26:08 AM
Bleached grains in bovine secretion isn't my idea of breakfast.
 
2014-02-07 09:30:58 AM
Sticker shock walking down the cereal isle doesn't help, either.
 
2014-02-07 09:40:33 AM

OrionXVI: Sticker shock walking down the cereal isle doesn't help, either.


This.  I actually like any number of cereal brands, both the sweet stuff and the health stuff, especially on the weekends.  But at the prices they charge?  No thanks.  I'll just get off my butt and cook a real breakfast.
 
2014-02-07 09:40:57 AM
I'll eat Honey Nut Cheerios on occasion. Today I had spaghetti.

/csb
 
2014-02-07 09:44:35 AM
Price, milk and inconvenience.  I have to multitask in the morning and its easier to just grab a bar off the shelf and eat it while driving then sit around slurping away at a bowl of sugar with a hint of grain drowned in cow juice.  Thank god they keep using the no-slip wrapping on butter, saved me from more then one accident I can bet.
 
2014-02-07 09:49:02 AM

Gaambit: Well, maybe if you started offering toys again instead of this "log on and use this special code to play games" crap, more kids would beg their parents for them. That online code stuff is basically the modern day equivalent of the secret message "Drink Ovaltine".

I regularly buy the sweeter cereals to have as a weekend treat, and in the last three or four years, the only "prize" I got was a tiny Star Wars pen in a box of Froot Loops.

/long for the days of collecting the Disney Afternoon figures.
//yes, I'm too old to be complaining about this.


Can I have it?
 
2014-02-07 09:49:22 AM

BumpInTheNight: its easier to just grab a bar off the shelf and eat it while driving


Come on, don't be a pussy.

cdn.uproxx.com
 
2014-02-07 09:50:16 AM
I used to love cereal, but now my stomach just can't handle milk (of either the lactose or non-lactose variety) until after I've already eaten something else. So, I keep some cereal around for an afternoon or evening snack that I invariably never get around to.  I don't remember the last time I bought a new box, in fact, what I've got is probably stale.

/I refuse to be one of those that eats cereal with water/juice/kool-aid/what have you as the liquid medium
//nttawwt
///yes, there is.
 
2014-02-07 09:51:17 AM
Add more sugar and food coloring and create a morning cartoon show. It's always worked before, right?
 
2014-02-07 09:57:01 AM

tricycleracer: BumpInTheNight: its easier to just grab a bar off the shelf and eat it while driving

Come on, don't be a pussy.

[cdn.uproxx.com image 245x200]


Thanks Obama?
 
2014-02-07 10:10:11 AM
Boxes got too small, prices didn't follow suit.
 
2014-02-07 10:17:20 AM
It doesn't help that they keep discontinuing the cereal that I choose to eat. The latest casualty was Multi Bran Chex, which was pulled from shelves several years ago. There is a whole host of sugary garbage in it's place; Apple Cinnamon Chex, Chocolate Chex, Honey Nut Chex, etc. But the Multi Bran is GONE. Total did this with their multi bran variety too. Rather then go and find yet another cereal that isn't loaded with crap, I said 'fark it' and stopped eating cereal all together.

A dozen eggs costs ~$2 and will give me breakfast for SIX DAYS. A box of cereal can't even come close to that.
 
2014-02-07 10:18:07 AM

the_cnidarian: I'll eat Honey Nut Cheerios on occasion. Today I had spaghetti.

/csb


 Is that you?
generationchurchtn.files.wordpress.com
 
2014-02-07 10:42:50 AM
I eat gruel. Genuine, imitation gruel with my vitamin-R fortified MalkTM.
 
2014-02-07 10:45:58 AM

psychosis_inducing: Boxes got too small, prices didn't follow suit.


We're done here.
 
2014-02-07 10:46:17 AM
Why in the Hells would I eat dry, cold cereal when in the time it takes to start my coffee, and grab a shower, I could have some cheese grits? Mind you, as I get older, lactose is more and more an issue, but so is the price point, and it's just not as filling or satisfying. I want convenience I grab yogurt and a banana to pop into a bag for later. Cereal was fine when I was a kid, but my daughter isn't into the stuff either.

Obviously I hate America and all job creators with my attitude. Lactose intolerance and loving comfort food will DOOOOOM us all...
 
2014-02-07 10:51:34 AM
It's hard to walk through a cereal aisle and find something that isn't chock-full of sugar. I got a box of Shredded Wheat and it was so god damn sugary, I got a cavity when I opened the bag. Shredded Wheat does not need half a kilogram of sugar in the box, it's not even frosted.
 
2014-02-07 11:19:17 AM
I eat bacon and eggs for breakfast. OM NOM NOM NOM.
 
2014-02-07 11:20:57 AM

Langston: Part of it is that the anti-gluten movement has gained a lot of traction the last few years. The other part is that so much of the cereal aisle has sugar as its second (and sometimes first) ingredient that it's probably healthier to have cake for breakfast.

I'll eat Raisin Bran, but that's about it anymore.


Little chocolate donuts. They've been on my training table for years.
 
2014-02-07 11:25:34 AM
I mistakenly bought a box of Uncle Sam a couple of months ago and haven't had the desire for cereal since.  If they want me to come back, maybe they should start by discontinuing Uncle Sam.
 
2014-02-07 11:32:06 AM
surely cost would not be a factor
 
2014-02-07 11:36:03 AM
I'll stick to my Red River cereal.
 
2014-02-07 11:43:57 AM

doglover: Anti-gluten is the latest peanut allergy?


I know 3 friends on gluten-free OR limited-gluten diets, and all are doing it for different reasons -- either weight loss, anti-inflammatory reasons or to increase their energy levels. All 3 have claimed success on different levels.

*I believe their success is directly related to an increase of intake in vegetables though.
 
2014-02-07 11:46:47 AM

Mr.Poops: I know 3 friends on gluten-free OR limited-gluten diets, and all are doing it for different reasons -- either weight loss, anti-inflammatory reasons or to increase their energy levels. All 3 have claimed success on different levels.

*I believe their success is directly related to an increase of intake in vegetables though.


My grandmother is currently gluten-free because Dr. Oz told her is causes dementia.
 
2014-02-07 11:55:44 AM
Count us in--the kids and I scavenge for leftovers, eggs, or PB&J for breakfast.  The wife does oatmeal.

For something different he only thing we buy is the giant bag of generic spoon-sized shredded frosted mini-wheats.

/Quisp isn't that great--and super expensive.
 
2014-02-07 12:18:12 PM

gadian: I used to love cereal, but now my stomach just can't handle milk (of either the lactose or non-lactose variety) until after I've already eaten something else. So, I keep some cereal around for an afternoon or evening snack that I invariably never get around to.  I don't remember the last time I bought a new box, in fact, what I've got is probably stale.

/I refuse to be one of those that eats cereal with water/juice/kool-aid/what have you as the liquid medium
//nttawwt
///yes, there is.


Try soy or almond milk (light version).  Love that stuff.
 
2014-02-07 01:42:29 PM
I typically will have honest-to-god cereal and milk for lunch at my desk at work. It's just that I don't buy the flaky flake sugary boom boom from a major manufacturer. I'd tell you the brand, but you've probably never heard of them.
 
2014-02-07 01:58:07 PM
One bowl isn't filling at all and two bowls gives you diabetes.
 
2014-02-07 02:01:58 PM
I eat cereal almost every day. The cereal and the milk are from Aldi, so it doesn't cost much (generally about $1.89 and $1.99, respectively). That way I don't have to get a pan dirty for eggs. (No dishwasher.)

/ I sound poor
// I'm not rich
/// Sometimes I eat Aldi Fit&Active frozen waffles instead. Just as cheap, but a hot breakfast is nice on occasion.
 
2014-02-07 02:08:29 PM
I don't care what the price is. I can always make room in the budget for the occasional box of Golden Grahams or Cracklin' Oat Bran.
 
2014-02-07 02:12:15 PM
I like cereal and eat it a lot--actually not as much for breakfast but as a snack etc. But I exclusively buy the Malt-O-Meal / MOM or store-branded bag cereals, not the name brands. Cost-per-ounce is where it's at.
 
2014-02-07 02:46:33 PM
I buy the "store brands". Just as good, and a HELL of a lot cheaper!
 
2014-02-07 03:17:11 PM
I'm a Seinfeld-level of cereal eater.  Right now I have at least 8 unopened boxes of cereal ranging from Mini Wheats and Frosted Flakes to Fruit Loops and Reese's Puffs in my pantry.

I love cereal.

Reason why sales are slumping?  Too expensive.

I don't buy cereal unless it's $2 a box or less, and even then I buy in bulk with manufactures coupons to bring the price down further.

The shrunk the box and charged more and they're wondering why it's not selling?  No brainer.
 
2014-02-07 04:18:36 PM

StubePT: I'm a Seinfeld-level of cereal eater.  Right now I have at least 8 unopened boxes of cereal ranging from Mini Wheats and Frosted Flakes to Fruit Loops and Reese's Puffs in my pantry.

I love cereal.

Reason why sales are slumping?  Too expensive.

I don't buy cereal unless it's $2 a box or less, and even then I buy in bulk with manufactures coupons to bring the price down further.

The shrunk the box and charged more and they're wondering why it's not selling?  No brainer.


This.  4.99 normal price for a 12.9 oz box of Honey Nut Cheerios is redonk.  Especially with 4 kids.  I'll stick to the big bags Malt'O'Meal Honey Nut Scooters with coupons. Tastes better IMHO
 
2014-02-07 04:26:56 PM

Langston: Part of it is that the anti-gluten movement has gained a lot of traction the last few years. The other part is that so much of the cereal aisle has sugar as its second (and sometimes first) ingredient that it's probably healthier to have cake for breakfast.

I'll eat Raisin Bran, but that's about it anymore.


Strong THIS.  But even Raisin Bran has too much sugar for me (blood sugar sensitivity), so I had to stop eating it. :(  Only cereal I'll eat now is Cheerios, and only for a snack before bed if I'm still hungry, not for breakfast.
 
2014-02-07 04:43:33 PM
Grape Nuts and almond milk = tasty, tasty energy with very little sugar.
 
2014-02-07 05:31:10 PM
Like others have said..boxes are small and the prices are too expensive. The cheapest crap I usually see 'on sale' at the grocery store are boxes of Froot Loops and other junky Kellogg's cereals. I love Quaker's cereals (Oatmeal Square, etc....but rarely do they go on sale). it's cheaper for me to have a couple eggs, a bagel, and a few strips of bacon then it is to have a bowl of cereal.
 
2014-02-07 06:13:49 PM

Langston: Part of it is that the anti-gluten movement has gained a lot of traction the last few years. The other part is that so much of the cereal aisle has sugar as its second (and sometimes first) ingredient that it's probably healthier to have cake for breakfast.

I'll eat Raisin Bran, but that's about it anymore.


Damn the anti-gluten crowd! My favorite cereal just happens to be gluten free and always has been. As soon as gluten free came into style, supermarkets raised prices on it and have decided to be stingy with the sales. Actually, walking down the aisle it looks like all cereal is becoming increasingly expensive unless you choose the sale of the week. What a way to deal with losing customers...just make up for the lost money by driving away your remaining customers!

/keeps telling self to just eat the damned oatmeal
 
2014-02-07 06:17:54 PM
cereal for breaksfast holds my hunger for maybe two hours. a bowl of real oatmeal holds easily until lunch time.  I learned long ago to only buy cereal when it's on sale and only when it's a good sale. 

I find cereal makes a good snack at night.
 
2014-02-07 06:19:09 PM

DigitalCoffee: It doesn't help that they keep discontinuing the cereal that I choose to eat. The latest casualty was Multi Bran Chex, which was pulled from shelves several years ago. There is a whole host of sugary garbage in it's place; Apple Cinnamon Chex, Chocolate Chex, Honey Nut Chex, etc. But the Multi Bran is GONE. Total did this with their multi bran variety too. Rather then go and find yet another cereal that isn't loaded with crap, I said 'fark it' and stopped eating cereal all together.

A dozen eggs costs ~$2 and will give me breakfast for SIX DAYS. A box of cereal can't even come close to that.


I agree there arent many low sugar options left. When they do offer them, it seems they have to add funky inulin and other hard to digest fiber supplements. I crave cheerios so bad, but I swear every version I've had in the last five years has left me starving to death an hour later.

/not anti-carb, as breakfast is a good time to replenish glyco stores, but wtf are they putting in those cheerios?
//loves rice chex for some weird reason
 
2014-02-07 06:24:32 PM
People younger than 30 are more likely to eat food that is convenient, as well as lower in fat, carbs and gluten, rather than have a bowl of cereal and milk,

Preparing a bowl of cereal is inconvenient? What about getting a glass of tapwater? Still too taxing?
 
2014-02-07 06:28:44 PM

Nick Nostril: People younger than 30 are more likely to eat food that is convenient, as well as lower in fat, carbs and gluten, rather than have a bowl of cereal and milk,

Preparing a bowl of cereal is inconvenient? What about getting a glass of tapwater? Still too taxing?


Young people try to rationalize eating candy bars protein bars for breakfast.
 
2014-02-07 07:58:08 PM

Langston: Part of it is that the anti-gluten movement has gained a lot of traction the last few years. The other part is that so much of the cereal aisle has sugar as its second (and sometimes first) ingredient that it's probably healthier to have cake for breakfast.

I'll eat Raisin Bran, but that's about it anymore.


Raisin Bran has high-fructose corn syrup also known as glucose-fructose
 
2014-02-07 08:53:53 PM
i treat it as a lazy dessert or treat occasionally and never have it in the morning making sure the box doesn't go stale. maybe 3 boxes a year are bought.
 
2014-02-07 09:14:30 PM
The promotion of breakfast cereal was done because we were replacing the horse with the automobile and they needed someone to eat all the grain that once went to horse feed.

It was a marketing ploy.

You're welcome
 
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