"For the last decade, the cereal business has been declining... And the drop-off has accelerated lately, especially among those finicky millennials who tend to graze on healthy options... "...Cereal sales have long been subject to dips brought on by food fads like the Atkins diet or bagel mania. And many cereals are neither gluten-free nor protein-rich, so they fail to resonate with the growing number of consumers who are gluten-intolerant or adherents of the so-called paleo diet.
"...“Additionally, there’s a small but very active and influential group of millennials who are focused on health and don’t like processed food. Guess what, cereal companies? They want to kill you.”"
Hey, it's nothing personal, I'm sure.
"...It also found a way to capitalize on Chex, which had produced consistent sales but little growth since General Mills acquired it in the 1990s. “We had tried everything to move the needle: new advertising, new flavors — and then we marketed it as gluten-free, and it took off,” Mr. Murphy said.
"...MOM, which is owned by the descendants of its founder, John Campbell, also has had success with a relatively new brand, Mom’s Best cereals, “because of an absence of negatives,” Mr. Reppenhagen said. “No hydrogenated oils, no preservatives, no artificial flavors and colors — we even use vegetable dyes in the packaging.”"
Adding protein is also big, apparently. Ick: I wonder what kind of protein they're adding?