Nutritional innovation in cereals is not new, but there may be signs this is increasing. For example, Kellogg recently announced funding of research at a Belgian university into cereal-derived prebiotics. The use of prebiotics and probiotics (both of which enhance intestinal microflora) is not new in cereal, but the fact that Kellogg is pouring money into this is significant. According to Vice-President Margaret Bath, "this is the first time that in its hundred-year history that Kellogg's is financing fundamental university research".
Of course, it is yet to be seen whether this research results in real innovation for consumers, but it may be the initiative that cereal companies need to take for long-term success.
(Source: Kellogg and BakeryandSnacks.com)
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