ROLLING OATS

Despite in-aisle expansion for a host of new breakfast options, hot cereal is enjoying its best season in years.As reported in SN, the category got a big boost in the thick of the winter selling season -- just three weeks ago, when the Food and Drug Administration, acting on a petition by Quaker Oats, Chicago, allowed certain whole-oat food products to carry a health claim that they reduce the risk

Despite in-aisle expansion for a host of new breakfast options, hot cereal is enjoying its best season in years.

As reported in SN, the category got a big boost in the thick of the winter selling season -- just three weeks ago, when the Food and Drug Administration, acting on a petition by Quaker Oats, Chicago, allowed certain whole-oat food products to carry a health claim that they reduce the risk of heart disease.

"Oatmeal being touted as healthy \-m\ that, more than anythi

Register to view the full article

Already a member? .