According to Mintel's GNPD, hot cereal launches in the U.S. increased 84% from 2009-2010. Golden Grain's Aunt Jemima brand has had previous forays into breakfast foods, such as waffles, pancake mix and breakfast scrambles; however, the recent launch of Aunt Jemima Maple Syrup Instant Oatmeal marks the brand's first offering in the cereal category. The instant oatmeal is offered in maple syrup and cinnamon stick varieties.

Overall, Aunt Jemima Maple Syrup Instant Oatmeal takes a traditional approach, with the front of package focusing on the maple syrup flavor and the Aunt Jemima brand.