Breakfast Cereals - UK - August 2011
For the purposes of this report, breakfast cereals are segmented into cold ready-to-eat (RTE) cereals and hot cereal products. The former group comprises any cereals that are served with cold milk, such as corn flakes or muesli and include ready-to-serve snack packs such as Rumblers and Kellogg’s To Go. The hot cereal group consists of porridge, oatmeal and instant hot oat products.
Cereal bars (eg Masterfoods’ Tracker) and other breakfast products (such as Kellogg’s Pop Tarts) are excluded from the scope of this report (cereal bars are covered in Cereal and Snack Bars - UK - February 2011), but reference to them is made in the light of continued developments in these areas.
Value figures throughout this report are at retail selling prices (rsp) unless stated otherwise. The UK breakfast cereal market sizes at constant 2011 prices are devised using Mintel’s food deflator.
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