The retail launch comes on the back of graze’s successful entry into the United States via its online subscription model in December 2013.

Americans, especially millennials and men, continue to discover specialty foods and beverages as they become a larger, more integral part of the American diet, according to "Today's Specialty Food Consumer," an annual report from the Specialty Food Association

Breakfast cereal is a food made from processed grains such as wheat, rice, oats, or fruits and is often eaten as the first meal of the day.