GOLDEN GRAINS

Primed by a constant stream of new products, ready-to-eat cereal has remained a leading grocery category despite the changing breakfast habits of many Americans and their resistance to paying high prices.Although retailers contacted by SN cited the health-conscious shopper as a driver of this category, there are signs that adding vitamins and minerals aren't enough. Kellogg's has discontinued its

Primed by a constant stream of new products, ready-to-eat cereal has remained a leading grocery category despite the changing breakfast habits of many Americans and their resistance to paying high prices.

Although retailers contacted by SN cited the health-conscious shopper as a driver of this category, there are signs that adding vitamins and minerals aren't enough. Kellogg's has discontinued its K-sentials banner, while leaving the fortification, and is phasing out Special K Plus, w

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