Comment: Breakfast Drinks are No Silver Bullet

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.

July 4, 2013

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.

Stay informed for just £1! *

Get access to unbiased and data-driven news with a subscription to Just Drinks.

What’s included in your subscription:

Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot
beverages
Unrivalled drinks industry comment from Dean Best, Jessica Broadbent and leading sector specialists

Have a Subscribtion Sign in