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Comment: Breakfast Drinks are No Silver Bullet

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As manufacturers look to revitalise a lacklustre cereal category and win back the growing number of "breakfast skippers" in the US, they are increasingly focusing on convenient options such as breakfast drinks. However, could those preparing to compete in this burgeoning sub-sector be embarking on a rocky road? Katy Askew argues breakfast drinks do not necessarily represent a silver bullet as the industry looks to provide the US breakfast category with a much needed shot in the arm.


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