Seeking Alpha

Major cereal producers turn to protein

  • 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.
Comments (4)
  • duhaus
    , contributor
    Comments (320) | Send Message
     
    "Protein" cereal ?!? Hahaha !! That's just ridiculous enough to sell to the herd.
    28 May 2014, 01:17 PM Reply Like
  • chopchop0
    , contributor
    Comments (3796) | Send Message
     
    They probably just leave more bugs in the processing phase. That will increase protein content quickly!
    28 May 2014, 01:25 PM Reply Like
  • cannedpawn8
    , contributor
    Comments (205) | Send Message
     
    GMO protein?
    29 May 2014, 05:40 AM Reply Like
  • ComputerBlue
    , contributor
    Comments (868) | Send Message
     
    Most of these companies use cheap, soy protein. Soy protein contains inhibitors which make it impossible for your body to fully use the protein. You may also see an estrogen level increase from consumption. Soy protein contains isoflavones that can increase estrogen levels and these increased levels can in turn cause weight gain or worsen other conditions that are estrogen-related.
    Soy also contains phytates that can inhibit iodine absorption as well as mineral digestion. This can cause a decrease in bone density (which leads to weakening of bones) or a decrease in thyroid function (which leads to lowered metabolism and weight gain). In addition, much soy available today contains hexane which is bad for the environment and can cause health complications. I am a fitness fanatic and personally, I recommend checking the labels to determine the source of the protein.
    3 Jun 2014, 11:22 AM Reply Like
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