Major cereal producers turn to protein

|By:, SA News Editor

General Mills (GIS +0.1%) will become one of the first major cereal producers to leap into the protein craze with Cheerios Protein.

The new product will be loaded with more than 3x the protein of a traditional breakfast cereal.

Kellogg (K +0.2%) already has a Special K variety with protein available at stores.

The big pictures: Cereal sales in the U.S. have suffered with ready-to-eat options and yogurt taking market share in the daypart.