Cereal makers must think outside the pot: Think spoons and fruit sachets
Datamonitor Consumer said cereal pots appealed to consumers seeking faster, easier ways of eating breakfast, but manufacturers had to go beyond simple, on-the-go pot packaging.
The research firm tracked two European launches of cereal pots containing spoons - Alara Wholefoods in the UK with its Power of Green Superfoods creamy porridge and Rigas Dzirnavnieks in Latvia with its Herkuless-branded oatmeal.
“We’ve seen the pot packaging growing even faster recently – probably faster than food manufacturers expected when they first launched on-the-go breakfasts…But with these two products, it’s really interesting to see how the cereal manufacturers are trying to take the concept a step further and include something that’s more convenient,” said Ghina Romani.
