In the U.S., there are more and more products that focus on health and wellness. And that trend is borne out in other parts of the world as well.
The popular organic trend also has made its impact on the cold breakfast cereal market. Again, smaller companies have driven the sector, with few introductions from mainstream players. Kellogg's, however, has interests in the organic cereals market via its Kashi subsidiary in North America. Many of the organic products include those for children, including EnviroKidz Organic Cheetah Chomps Cereal from Nature's Path Foods (Blaine, Wash.) and private label organic cereals from Whole Foods (Plano, Texas).