The latest entrant to the race is an upstart simply called "Cereal Milk". Even though the product isn't even available yet, I am intrigued with their creativity. They are still working on the formulas and trying to arrange licensing agreements with major brands (no easy feat), but if they can get it right their vision could be the breakthrough that will make this fly. I especially like the glass bottles!
Check out their website, including the video. It will be worth watching their progress.