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Breakfast Foods - US - November 2009

Like a small town high school marching band, the success of the breakfast food market is largely determined by the widely varying talents of its members. The varying sales of the 10 competing segments combine for flat overall results. This report explores the factors that influence product selection—health and price emerge as key themes. The heart of the report is Mintel’s exclusive consumer research and analysis that explores breakfast usage by frequency, procurement, location and type as well as behavior regarding, attitudes towards, and preferences related to breakfast foods.

Other topics explored include:

  • How to best appeal to the most avid breakfast consumers—families
  • How to stave off competition from foodservice and from other segments in the market
  • How to capitalize on consumers shopping and cooking more at home, ultimately increasing at-home breakfast consumption
  • How to best bridge the gap between health and indulgence, including what products have been most successful in that battle and what can be learned from the success of BFY products
  • The impact that private label has had in a down economy, and what it represents for the market as a whole, even as the recession wanes
  • The weight that the message of breakfast as the most important meal of the day carries
  • Opportunities to angle breakfast foods as an “anytime and anywhere” meal

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • The breakfast foods snapshot
                        • Competition from restaurants and from within the market
                          • A wide range of segments with diverse sales results
                            • Most significant product growth seen for BFY
                              • Driving the market
                                • Brands in-depth: Safeway’s Eating Right and Jimmy Dean
                                  • Innovation driven by BFY, whole grains, gluten-free, larger package sizes, healthier breakfast sandwiches and portability
                                    • Advertising and promotion
                                      • The breakfast consumer
                                        • Breakfast consumption
                                          • Breakfast locations
                                            • Types of breakfast food
                                              • Kids’ and teens’ breakfast habits
                                                • Race and Hispanic origin
                                                • Insights and Opportunities

                                                  • Touting the advantage of breakfast from home
                                                    • Breakfast when you want it
                                                      • Figure 1: Eating “breakfast foods” for lunch or dinner, August 2009
                                                    • Promoting breakfast from home as a value
                                                      • Can’t get enough of that BFY
                                                        • Figure 2: Household consumption of toaster pastries, doughnuts and breakfast pastries, 2000-09
                                                        • Figure 3: Selected BFY brand/product growth, 2008-09
                                                      • Whole grains are hot
                                                        • Making functional foods accessible and market appropriate
                                                          • Figure 4: FDMx sales of functional foods, segmented by type, 2007 and 2009
                                                          • Figure 5: Opinions towards functional foods, May 2009
                                                          • Figure 6: Attitudes towards effects of not eating breakfast, August 2009
                                                        • Use packaging to promote claims and benefits
                                                        • Inspire Insights

                                                            • Trend: Mood from Food
                                                              • What it’s about
                                                                • Breakfast: the ultimate mood enhancer
                                                                  • Trend: Simplicity and Convenience
                                                                    • What it’s about
                                                                      • Keep it simple
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Something for everyone
                                                                            • Straddling the line between indulgence and health
                                                                              • Price remains an leading factor
                                                                                • Sales and forecast of breakfast foods
                                                                                  • Figure 7: FDMx sales of breakfast foods, at current prices, 2004-14
                                                                                  • Figure 8: FDMx sales of breakfast foods, at inflation-adjusted prices, 2004-14
                                                                                • Walmart sales
                                                                                • Competitive Context

                                                                                  • Foodservice the biggest “cereal killer”
                                                                                    • A cannibalistic market
                                                                                      • Figure 9: Types of breakfast foods eaten, February 2008-March 2009
                                                                                    • Food costs heat up internal competition
                                                                                    • Segment Performance—Overview

                                                                                      • Key points
                                                                                        • Nutrition and price leading factors in sales successes
                                                                                          • Sales of breakfast foods, by segment
                                                                                            • Figure 10: FDMx sales of breakfast foods, segmented by type, 2008 and 2009
                                                                                        • Segment Performance—Breakfast Breads

                                                                                          • Key points
                                                                                            • Health leads charge for breakfast breads
                                                                                              • Sales and forecast of breakfast breads
                                                                                                • Figure 11: U.S. FDMx sales of breakfast breads, 2004-14
                                                                                            • Segment Performance—Cereal

                                                                                              • Key points
                                                                                                • Cereal a mainstay value for breakfast
                                                                                                  • Sales and forecast of cereal
                                                                                                    • Figure 12: U.S. FDMx sales of cereal, 2004-14
                                                                                                • Segment Performance—Eggs

                                                                                                  • Key points
                                                                                                    • Price fluctuations a thorn in the side of egg segment
                                                                                                      • Sales and forecast of eggs
                                                                                                        • Figure 13: U.S. FDMx sales of eggs, 2004-14
                                                                                                    • Segment Performance—Yogurt

                                                                                                      • Key points
                                                                                                        • Health and dietary concerns foster growth
                                                                                                          • Yogurtomics
                                                                                                            • Sales and forecast of yogurt
                                                                                                              • Figure 14: U.S. FDMx sales of sweet yogurt, 2004-14
                                                                                                          • Segment Performance—Breakfast Meats

                                                                                                            • Key points
                                                                                                              • Breakfast meats rebound
                                                                                                                • Sales and forecast of breakfast meats
                                                                                                                  • Figure 15: U.S. FDMx sales of breakfast meats, 2004-14
                                                                                                              • Segment Performance—Sweet Breakfast Breads and Pastries

                                                                                                                • Key points
                                                                                                                  • A slight shift from indulgence to “healthy”
                                                                                                                    • Sales and forecast of sweet breakfast breads and pastries
                                                                                                                      • Figure 16: U.S. FDMx sales of sweet breakfast breads and pastries, 2004-14
                                                                                                                  • Segment Performance—Waffles/Pancakes/French Toast

                                                                                                                    • Key points
                                                                                                                      • The leader in sales growth
                                                                                                                        • Sales and forecast of waffles/pancakes/French toast
                                                                                                                          • Figure 17: U.S. FDMx sales of waffles/pancakes/French toast, 2004-14
                                                                                                                      • Segment Performance—Breakfast Entrées

                                                                                                                        • Key points
                                                                                                                          • Competition from foodservice staved off by BFY
                                                                                                                            • Sales and forecast of breakfast entrées
                                                                                                                              • Figure 18: U.S. FDMx sales of breakfast entrées, 2004-14
                                                                                                                          • Segment Performance—Cereal bars

                                                                                                                            • Key points
                                                                                                                              • Health and portability key to success
                                                                                                                                • Sales and forecast of cereal bars
                                                                                                                                  • Figure 19: U.S. FDMx sales of cereal bars, 2004-14
                                                                                                                              • Segment Performance—Drinkable Breakfast Foods

                                                                                                                                • Key points
                                                                                                                                  • Drinkable breakfast having its “lunch eaten”
                                                                                                                                    • Sales and forecast of drinkable breakfast foods
                                                                                                                                      • Figure 20: U.S. FDMx sales of drinkable breakfast foods, 2004-14
                                                                                                                                  • Segment Performance—Other Breakfast Foods

                                                                                                                                    • Key point
                                                                                                                                      • A small segment with few major brands
                                                                                                                                        • Sales and forecast of other breakfast foods
                                                                                                                                          • Figure 21: U.S. FDMx sales other breakfast foods, 2004-14
                                                                                                                                      • Retail Channels

                                                                                                                                        • Key points
                                                                                                                                          • Supermarkets dominate
                                                                                                                                            • Sales of breakfast foods, by channel
                                                                                                                                              • Figure 22: FDMx retail sales of breakfast foods, by channel, 2006 and 2008
                                                                                                                                          • Retail Channels—Supermarkets

                                                                                                                                            • Key points
                                                                                                                                              • Recession drives consumer to supermarkets (and store brands)
                                                                                                                                                • Supermarkets combat competition with creative store formats and hot food offerings
                                                                                                                                                  • Supermarket sales of breakfast foods
                                                                                                                                                    • Figure 23: FDMx supermarket sales of breakfast foods, at current prices, 2004-09
                                                                                                                                                • Retail Channels—Other Retail Channels

                                                                                                                                                  • Key point
                                                                                                                                                    • Other retailers also cash in on private label
                                                                                                                                                      • Other retail channel sales of breakfast foods
                                                                                                                                                        • Figure 24: FDMx other retail channel sales of breakfast foods, at current prices, 2004-09
                                                                                                                                                    • Natural channel/SPINS

                                                                                                                                                        • Sales of breakfast foods in the natural channel
                                                                                                                                                          • Figure 25: Natural product supermarket retail sales of breakfast foods, at current prices, 2007-09
                                                                                                                                                          • Figure 26: Natural product supermarket retail sales of breakfast foods, at inflation-adjusted prices, 2007-09
                                                                                                                                                        • Natural channel sales by segment
                                                                                                                                                            • Figure 27: Natural product supermarket retail sales of breakfast foods, by segment, 2007-09
                                                                                                                                                          • Natural channel sales of breakfast foods by organic
                                                                                                                                                            • Figure 28: Natural product supermarket retail sales of breakfast foods, by organic, 2007-09
                                                                                                                                                        • Market Drivers

                                                                                                                                                          • Rising food prices place pressure on the market
                                                                                                                                                            • Economy drives consumers to eat more meals at home
                                                                                                                                                              • Foodservice value proposition hard to beat
                                                                                                                                                                • Figure 29: Prices for foodservice versus CPG breakfast
                                                                                                                                                              • The most important meal of the day
                                                                                                                                                                  • Figure 30: Carnation Instant Breakfast, 2009
                                                                                                                                                                  • Figure 31: Importance of breakfast compared to lunch and dinner, February 2008-March 2009
                                                                                                                                                                • Morning time is crunch time
                                                                                                                                                                  • Figure 32: Average commuting times in select major U.S. cities, October 2006
                                                                                                                                                              • Brand Share—Overview

                                                                                                                                                                • Brand Share—Breakfast Meats

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Oscar Mayer bacon continues to dominate
                                                                                                                                                                      • Healthier alternatives increase activity
                                                                                                                                                                        • Manufacturer and brand sales of breakfast meats
                                                                                                                                                                          • Figure 33: brand sales and market share of breakfast meats in the U.S., 2008-09
                                                                                                                                                                      • Brand Share—Sweet Breakfast Breads and Pastries

                                                                                                                                                                        • Key points
                                                                                                                                                                          • New products and (somewhat) BFY products help grow sales
                                                                                                                                                                            • Manufacturer and brand sales of sweet breakfast breads and pastries
                                                                                                                                                                              • Figure 34: Selected brand sales and market share of sweet breakfast breads and pastries in the U.S., 2008-09
                                                                                                                                                                          • Brand Share—Waffles/Pancakes/French Toast

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Kellogg dominates with product variety
                                                                                                                                                                                • Manufacturer and brand sales of waffles/pancakes/French toast
                                                                                                                                                                                  • Figure 35: Selected brand sales and market share of waffles/pancakes/French toast in the U.S., 2008-09
                                                                                                                                                                              • Brand Share—Breakfast Entrées

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Jimmy Dean’s sales are “D-lightful”
                                                                                                                                                                                    • Manufacturer and brand sales of breakfast entrées
                                                                                                                                                                                      • Figure 36: Selected brand sales and market share of breakfast entrées in the U.S., 2008-09
                                                                                                                                                                                  • Brand Share—Drinkable Breakfast

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Dannon refrigerated yogurts dominate, but falter
                                                                                                                                                                                        • Room for growth in targeting Hispanics
                                                                                                                                                                                          • Manufacturer and brand sales of drinkable breakfast foods
                                                                                                                                                                                            • Figure 37: Selected brand sales and market share of drinkable breakfast foods in the U.S., 2008-09
                                                                                                                                                                                        • Brand Share—Other Breakfast Foods

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • The home for “wayward products”
                                                                                                                                                                                              • Manufacturer and brand sales of other breakfast foods
                                                                                                                                                                                                • Figure 38: Selected brand sales and market share of other breakfast foods in the U.S., 2008-09
                                                                                                                                                                                            • Brand Qualities

                                                                                                                                                                                              • Free magnifying glass in every box?
                                                                                                                                                                                                • A store brand ups the BFY ante
                                                                                                                                                                                                  • The Evolution of Jimmy Dean
                                                                                                                                                                                                      • Figure 39: Household consumption of frozen breakfast entrées/sandwiches, 2000-09
                                                                                                                                                                                                    • The brand “lightens up”
                                                                                                                                                                                                        • Figure 40: Jimmy Dean D Lights, 2009
                                                                                                                                                                                                    • Innovation and Innovators

                                                                                                                                                                                                      • BFY
                                                                                                                                                                                                        • Whole grains
                                                                                                                                                                                                          • Gluten-free
                                                                                                                                                                                                            • More substantial breakfast
                                                                                                                                                                                                              • Breakfast sandwiches lightened up
                                                                                                                                                                                                                • Portability
                                                                                                                                                                                                                • Advertising and Promotion

                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                    • TV ads focus on “function”
                                                                                                                                                                                                                      • Figure 41: Rhodes Anytime Cinnamon Rolls, 2008
                                                                                                                                                                                                                      • Figure 42: Super Donut, 2008
                                                                                                                                                                                                                    • Competitive clips
                                                                                                                                                                                                                      • Figure 43: Eggo Bake Shop Twists, 2009
                                                                                                                                                                                                                      • Figure 44: Pillsbury Toaster Strudel, 2009
                                                                                                                                                                                                                  • Breakfast Consumption

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Importance message driven home
                                                                                                                                                                                                                        • Figure 45: Importance of breakfast compared to lunch and dinner, by gender, February 2008-March 2009
                                                                                                                                                                                                                        • Figure 46: Mean breakfast consumption, by gender, August 2009
                                                                                                                                                                                                                        • Figure 47: Attitudes towards effects of not eating breakfast, by age, August 2009
                                                                                                                                                                                                                        • Figure 48: Attitudes towards effects of not eating breakfast and mean breakfast consumption, by presence of children, August 2009
                                                                                                                                                                                                                    • Breakfast Locations

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Breakfast at (and from) home leads throughout the week
                                                                                                                                                                                                                          • Breakfast procurement: Weekday/weekend
                                                                                                                                                                                                                            • Figure 49: Breakfast procurement locations, weekday versus weekend, August 2009
                                                                                                                                                                                                                          • Weekday
                                                                                                                                                                                                                            • Figure 50: Breakfast purchase locations, weekday, by age, August 2009
                                                                                                                                                                                                                            • Figure 51: Breakfast purchase locations, weekday, by presence of children, August 2009
                                                                                                                                                                                                                          • Weekend
                                                                                                                                                                                                                            • Figure 52: Breakfast purchase locations, weekend, by age, August 2009
                                                                                                                                                                                                                          • Breakfast consumption: Weekday/weekend
                                                                                                                                                                                                                            • Figure 53: Breakfast consumption locations, weekday versus weekend, August 2009
                                                                                                                                                                                                                          • Weekday in depth
                                                                                                                                                                                                                            • Figure 54: Breakfast consumption locations, by age, August 2009
                                                                                                                                                                                                                            • Figure 55: Breakfast consumption locations, weekday by presence of children, August 2009
                                                                                                                                                                                                                          • Weekend in depth
                                                                                                                                                                                                                            • Figure 56: Breakfast consumption locations, weekend by age, August 2009
                                                                                                                                                                                                                            • Figure 57: Breakfast consumption locations, weekend by presence of children, August 2009
                                                                                                                                                                                                                          • Cutting back on dining out
                                                                                                                                                                                                                            • Figure 58: Attitudes towards breakfast consumption importance, time and economic impact, by age, August 2009
                                                                                                                                                                                                                        • Types of Breakfast Food

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Walking the line between health and indulgence
                                                                                                                                                                                                                                • Figure 59: Foods eaten as a part of weekday breakfast, 2008-09
                                                                                                                                                                                                                                • Figure 60: Foods eaten as a part of weekend breakfast, 2008-09
                                                                                                                                                                                                                              • Beyond the breakfast table
                                                                                                                                                                                                                                • Figure 61: Eating “breakfast foods” for lunch or dinner, by age, August 2009
                                                                                                                                                                                                                                • Figure 62: Eating “breakfast foods” for lunch or dinner, by presence of children, August 2009
                                                                                                                                                                                                                            • Selecting Breakfast Foods

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Healthy claims attract consumers
                                                                                                                                                                                                                                  • Figure 63: Important factors when selecting weekday breakfast foods, by gender, August 2009
                                                                                                                                                                                                                                  • Figure 64: Important factors when selecting weekday breakfast foods, by age, August 2009
                                                                                                                                                                                                                                • Taste, health and ease of most importance
                                                                                                                                                                                                                                  • Figure 65: Factors most important when selecting weekday breakfast foods, by gender, August 2009
                                                                                                                                                                                                                                  • Figure 66: Factors most important when selecting weekday and weekend breakfast foods, by age, August 2009
                                                                                                                                                                                                                                  • Figure 67: Factors most important when selecting weekday breakfast foods, by presence of children, August 2009
                                                                                                                                                                                                                                • Keeping it simple versus mixing it up
                                                                                                                                                                                                                                  • Figure 68: Attitudes towards new versus same breakfast foods, by age, August 2009
                                                                                                                                                                                                                                  • Figure 69: Attitudes towards new versus same breakfast foods, by presence of children, August 2009
                                                                                                                                                                                                                              • Kids’ and Teens’ Breakfast Habits

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Teens
                                                                                                                                                                                                                                    • Figure 70: Teen use of breakfast food, October 2007-December 2008
                                                                                                                                                                                                                                    • Figure 71: Teen agreement that breakfast is the most important meal of the day, October 2007-December 2008
                                                                                                                                                                                                                                  • Kids
                                                                                                                                                                                                                                    • Figure 72: Kid use of breakfast food, October 2007-December 2008
                                                                                                                                                                                                                                    • Figure 73: Kid agreement that breakfast is the most important meal of the day, October 2007-December 2008
                                                                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Keeping Hispanics at home for weekend breakfasts
                                                                                                                                                                                                                                      • Figure 74: Attitudes towards breakfast, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                      • Figure 75: Breakfast purchase locations, weekend, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                      • Figure 76: Breakfast consumption locations, weekend by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                      • Figure 77: Types of foods usually eaten as a part of weekend breakfast, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                                                      • Quick and Tasties
                                                                                                                                                                                                                                        • Variety Valuers
                                                                                                                                                                                                                                          • Healthy Homers
                                                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                                                              • Figure 78: Breakfast food clusters, August 2009
                                                                                                                                                                                                                                              • Figure 79: Frequency of weekday breakfast consumption, by weekday breakfast food clusters, August 2009
                                                                                                                                                                                                                                              • Figure 80: Weekday breakfast purchase and consumption, by weekday breakfast food clusters, August 2009
                                                                                                                                                                                                                                              • Figure 81: Nutritional concerns of weekday breakfast, by weekday breakfast food clusters, August 2009
                                                                                                                                                                                                                                              • Figure 82: Most important trait of weekday breakfast, by weekday breakfast food clusters, August 2009
                                                                                                                                                                                                                                              • Figure 83: Attitudes towards breakfast, by weekday breakfast food clusters, August 2009
                                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                                              • Figure 84: Weekday breakfast food clusters, by gender, August 2009
                                                                                                                                                                                                                                              • Figure 85: Weekday breakfast food clusters, by age, August 2009
                                                                                                                                                                                                                                              • Figure 86: Weekday breakfast food clusters, by HH income, August 2009
                                                                                                                                                                                                                                              • Figure 87: Weekday breakfast food clusters, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                            • Custom Consumer Groups: The Parent/Kid Balance

                                                                                                                                                                                                                                                  • Figure 88: Attitudes towards breakfast, by gender and presence of children in household, August 2009
                                                                                                                                                                                                                                                  • Figure 89: Factors most important when selecting weekday breakfast foods, by gender and presence of children in household, August 2009
                                                                                                                                                                                                                                                  • Figure 90: Weekday breakfast consumption locations, by gender and presence of children in household, August 2009
                                                                                                                                                                                                                                                  • Figure 91: Types of foods usually eaten as a part of weekday breakfast, by gender and presence of children in household, August 2009
                                                                                                                                                                                                                                                  • Figure 92: Breakfast purchase locations, weekend, by gender and presence of children in household, August 2009
                                                                                                                                                                                                                                                  • Figure 93: Types of foods usually eaten as a part of weekend breakfast, by gender and presence of children in household, August 2009
                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                • Average breakfast consumption
                                                                                                                                                                                                                                                  • Figure 94: Average breakfast consumption, by HH income, August 2009
                                                                                                                                                                                                                                                  • Figure 95: Breakfast consumption, by region, August 2009
                                                                                                                                                                                                                                                • Breakfast locations
                                                                                                                                                                                                                                                  • Figure 96: Top five breakfast locations—weekday and weekend, by HH income, August 2009
                                                                                                                                                                                                                                                  • Figure 97: Top five weekday breakfast locations—weekday and weekend, by region, August 2009
                                                                                                                                                                                                                                                • Breakfast traits
                                                                                                                                                                                                                                                  • Figure 98: Most important trait of breakfast, by weekday and weekend, and HH income, August 2009
                                                                                                                                                                                                                                                  • Figure 99: Most important trait of breakfast, by weekday and weekend, and region, August 2009
                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                • American Association of Meat Processors (AAMP)
                                                                                                                                                                                                                                                • American Dietetic Association (ADA)
                                                                                                                                                                                                                                                • American Egg Board
                                                                                                                                                                                                                                                • American Meat Institute (AMI)
                                                                                                                                                                                                                                                • Amy's Kitchen Inc.
                                                                                                                                                                                                                                                • Applegate Farms
                                                                                                                                                                                                                                                • Bimbo Bakeries USA
                                                                                                                                                                                                                                                • Bob Evans Farms Inc.
                                                                                                                                                                                                                                                • Burger King Corporation
                                                                                                                                                                                                                                                • Dannon Co
                                                                                                                                                                                                                                                • Del Taco, Inc.
                                                                                                                                                                                                                                                • Dunkin' Brands
                                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                                                                • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                • HJ Heinz Company
                                                                                                                                                                                                                                                • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                                • Interstate Bakeries Corporation
                                                                                                                                                                                                                                                • Kashi Co. Inc.
                                                                                                                                                                                                                                                • Kellogg Company
                                                                                                                                                                                                                                                • Kinnikinnick Foods
                                                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                • Land O'Lakes Inc.
                                                                                                                                                                                                                                                • Macy's, Inc.
                                                                                                                                                                                                                                                • McDonald's Corporation
                                                                                                                                                                                                                                                • McKee Foods Corporation
                                                                                                                                                                                                                                                • Michael Foods Inc.
                                                                                                                                                                                                                                                • National Hot Dog and Sausage Council
                                                                                                                                                                                                                                                • National Meat Association (NMA)
                                                                                                                                                                                                                                                • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                • National Yogurt Association (NYA)
                                                                                                                                                                                                                                                • Natural Products Association
                                                                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                                                                • Pepsi-Cola North America
                                                                                                                                                                                                                                                • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                • Safeway Inc
                                                                                                                                                                                                                                                • Sara Lee Corporation
                                                                                                                                                                                                                                                • Smithfield Foods Inc.
                                                                                                                                                                                                                                                • Smoothie King Franchises Inc.
                                                                                                                                                                                                                                                • Starbucks Corporation
                                                                                                                                                                                                                                                • Stonyfield Farm
                                                                                                                                                                                                                                                • The Great Atlantic and Pacific Tea Company (USA)
                                                                                                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                                                                                                • Tyson Foods Inc.
                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                • Unilever USA
                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                • Weight Watchers International Inc.
                                                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                                                • Yoplait USA

                                                                                                                                                                                                                                                Breakfast Foods - US - November 2009

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