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Don't have time to eat breakfast? Drink it
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BOCA RATON, Fla. — If you don't have time to sit down for a bowl of cereal in the morning, companies are hoping you'll want to drink your breakfast. As companies struggle to grow cereal sales in the U.S., Kellogg and General Mills are preparing to roll out breakfast drinks. At an industry conference Wednesday, Kellogg CEO John Bryant said one way the company will redefine cereal is with its "Breakfast To Go" milk-based drink, which will be rolled out nationally this year. A day before, General Mills said it's testing a dairy-based breakfast shake called "BFast" that has whole grains and the nutrition of a bowl of cereal and milk, including fiber, protein, vitamins and whole grains. The drink currently is being tested in the Northeast. In separate remarks, both companies noted a similar drink called "Up & Go" by Sanitarium Health and Wellbeing Co. is performing strongly in Australia, with about 10 percent to 20 percent of the cereal business. The broader idea of turning meals into drinks is getting more attention as people look for convenient ways to eat on the go. Even though it doesn't take much time to sit down for a bowl of cereal, people are increasingly looking for portable foods they can eat on the way to work or school. PepsiCo, which makes Quaker oatmeal and recently got into the dairy business, has launched similar concepts overseas. It offers a Quaker cereal powder drink in China and last summer began testing a Quaker oatmeal drink in Brazil. A spokesman for PepsiCo declined to say whether any similar products are planned for the U.S. But the company has underscored its strategy of "lifting and shifting" products from around the world for different markets. PepsiCo CEO Indra Nooyi also has noted the company is looking at ways to "drinkify" snacks, and gauging which type of foods and meals people might want in drink form. Already, the company's Naked juices are seen as falling into that general space because they are rich in various nutrients. Kellogg also offers a Special K Protein shake but the drink is positioned more for people who are specifically looking to control their weight. 
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Today is Tuesday, May 21, the 141st day of 2013. There are 224 days left in the year.
1863 -- 150 years ago: On Monday the 11th inst. on Center Ridge in Mercer County,some citizens got out their cannon to celebrate the taking of Richmond. The gun wasoverloaded and burst. No one was injured, but one 30-pound piece went though thesecond story of a house.
1888 -- 125 years ago: The old folks concert at the Harper Theater last night to benefit St.Luke's Cottage Hospital, attracted a large audience.
1913 -- 100 years ago: Unless depredation by vandals in Rock Island parks is halted,special policemen will be assigned to night duty to protect the flowers and other property.
1938 -- 75 years ago: Station WHBF has received a special citation from Washington forits participation in Air Mail Week, which was observed this week throughout the nation.
1963 -- 50 years ago: A 10-year high in employment in the Quad-City area was reachedat the end of the last quarter, according to an industrial employment barometer releasedtoday.
1988 -- 25 years ago: Pee Wee teams will be able to play baseball and softball as usualon Diamond Three at Dorrance Park this summer, but after that, the ball field is doomed.County crews have put the diamond back in shape after heavy trucks marred the playingfield earlier this spring. Illinois Department of Transportation crews drove onto it to makeborings for the relocation of the junction of Illinois 84 and the Port Byron-Hillsdale road.
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