What's the deal with granola?

When thinking about breakfast cereal, most of the attention is directed to the highly-processed cereals coming from the mainstream cereal companies. These are highly marketed, and get the most shelf space in the grocery store. Yet, often the grandfather of cereals, granola, seems to be missing in the discussion.

Granola is still a thing. In fact, go down any cereal aisle and you are likely to see a plethora of granola varieties, although they are usually in their own section, away from the boxed cereals that take up most of the space. Obviously, people are still eating granola, and we even see the big companies buying up granola startups and instilling innovation in the category, as with Kellogg's Bear Naked brand.

Granola goes back to the late 19th century, and came out of the same cereal-based health craze that also brought us corn flakes and the modern cereal industry. Granola gained new life back in the 1960's health food movement, although, interestingly, despite its whole ingredients, often contains as much or more sugar than many conventional cereals. Compared to other cereals, however, granola stands out as unique because it is typically based on oat flakes, and is mixed with a wide range of other ingredients, such as nuts, dried fruits, and sweeteners like honey. It is fairly easy for almost anyone to make themselves, and to this day many people still do that. Granola has its roots in the United States, and has similarities to its Europen cousin, muesli, although the latter is not baked or sweetened.

One of the main reasons for granola's continued prominence is its versatility. It can be eaten with milk, but is also easily blended with yogurt, and is a much more interesting snack food than conventional cereal. Granola can also be used as a topping on desserts, and made into other forms, such as the ever popular granola bars.

All this to say: granola remains a big part of the cereal equation, even though its significance is often underestimated. There is probably room for growth in this sector if companies are able to find unique selling points. The problem, however, is that granola faces the same challenges as other cereals. There are way too many brands, and not enough innovation. Sure, some claim to be organic, all natural, or with unusual ingredients, but it is hard to really stand out. Ultimately, this side of the grocery aisle is getting just as crowded, and suffers from the same problems confronting the entire industry.

Do you eat granola? Why or why not? I'd love to hear your thoughts.