Friday, April 21, 2006

General Mills goes liquid

Sorry for the lack of posts recently. I've been moving.
General Mills announced a deal with flavored-milk maker Bravo! Foods for a line of milk that tastes like General Mills' most popular cereals. Initial flavors include Trix, Cocoa Puffs, and Wheaties (?!), with the possibility of later adding Lucky Charms, Booberry, and Frankenberry.
(Read the story at the Minneapolis St. Paul Business Journal)
This is the not the frist foray into cereal beverages. Last fall I reported on Liquid Cereal, but that has appeared to have fizzled. Kellogg's has Drink 'n Crunch, which isn't quite the same but leans in the same direction.
This new deal between a major cereal manufacturer and Bravo! (which already has established itself in creating specialized branded milk beverages) could be the one that pushes cereal beverages into the mainstream.


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