BFast, a ready-to-drink breakfast shake, is General Mills’ stab at the growing market of cereal replacements.
Betsy Frost, a General Mills marketing manager, said the product avoided mid-morning “hangrys” – a combination of “hunger” and “anger” – in 18-35 year-olds who do not have the time to sit down to eat breakfast.
BFast has similar nutritional content to a bowl of cereal, claimed Frost, at around 180 calories, and with 8 grams of protein.
The shelf-stable product will be sold in chocolate, vanilla and berry flavors.
The product is in competition with rival “on-the-go” breakfast drinks, including Kellogg’s recently launched “Kellogg’s To Go”. PepsiCo’s CEO Indra Nooyi has spoken of the demand to “drinkify” cereal; the company is trialling a Quaker oatmeal drink in Brazil.