Rees noted that for decades, cereal manufacturers focused on adding vitamins and minerals to build cereal's health credentials. But consumers now are looking for simplified ingredient lists.

Breakfast cereal could use a lucky charm. U.S. sales of the colorfully packaged morning staple have been in a decades-long decline, a trend back in the spotlight with news that Italian ...

Breakfast cereal could use a lucky charm. U.S. sales of the colorfully packaged morning staple have been in a decades-long decline, a trend back in the spotlight with news that Italian ...

Some niche cereal brands, like high-fiber Poop Like a Champion cereal and high-protein, zero-sugar Magic Spoon, are already doing that. But legacy brands say they shouldn't be counted out.

Breakfast cereal could use a lucky charm. U.S. sales of the colorfully packaged morning staple have been in a decades-long decline, a trend back in the spotlight with news that Italian confectioner ...

Breakfast cereal could use a lucky charm. U.S. sales of the colorfully packaged morning staple have been in a decades-long decline. Now comes news that Italian confectioner Ferrero Group plans to ...

Concerns about food processing and sugar intake have been factors in dimming some people's enthusiasm for ready-to-eat cereal.