As we've observed, these company leaders are passionate about their cereal and optimistic for the future despite the challenges they face against the well-entrenched cereal marketplace. The fact that there are alternative cereal brands, however, suggests that perhaps they are on to something. There obviously are a significant number of consumers who want something beyond ordinary in their breakfast bowl, and for this reason there is still room for companies who can truly innovate and think outside the (cereal!) box.
In the words of Pro Oat's Cascone, "We're doing something different, something we truly believe in and that hasn't been focus-grouped into oblivion. It's very much an 'upstart' mentality - one that says, hey, we're here, and this is a product that has the potential to really take over a large part of the market - we're ready to do it!"
These three highlighted companies are not the only newcomers on the scene. There are others, such as MixMyGranola, Umpqua Oats and YogActive. The reality is that, like in any industry, there will be winners and losers. Some of these entrepreneurs will never achieve enough traction to succeed. A rare few may become powerhouses to the point of either changing the industry or becoming take-over targets of big multi-nationals. This latter scenario is the story of some other previous upstarts like Bear Naked, Cascadian Farms and Kashi.
It will be interesting to watch the development of these upstarts in the coming months and years. I'll you keep you posted.
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