When breakfast is and isn't breakfast anymore
General Mills understood that the paradigm of the family breakfast was shifting, but didn't know where it was going or how to respond. Researchers arrived at consumers' homes at 6 a.m., armed with video cameras and the tools of ethnographic research, ready to study families during their morning rituals. "Breakfast" has become an individualized and intermittent series of snacks eaten up to 11:00 a.m. Yet it is still perceived as the most important meal of the day, so parents struggle to find the right foods for their children. GoGurt portable yogurt for kids was just the answer. The product is healthy enough for Moms to give to their kids any time of the day and is "cool" enough for kids to eat during their morning recess. In just two years, it captured 7% of the $2 billion yogurt market. Since then, the total U.S. Yogurt market as ballooned to more than $4 billion and Go-Gurt has become a ubiquitous kid food product with a slew of imitators. |
