From Chocos to corn flakes, Kellogg has been trying to expand and westernise India’s breakfast options since 1994. In a land where piping hot idlis, upma, poha or parathas fuel people’s mornings, the brand also learned to adapt to the local palate—by venturing into the space of ready-to-eat traditional Indian breakfast items. Prashant Peres, Managing Director, Kellogg India, talks about the five ways in which innovative cereal options are helping change Indian breakfast habits.

1.Made Breakfast Convenient: In an Indian household, mornings  run on a very tight schedule. Today, people have many convenient options that save time while providing a healthy breakfast. At Kellogg, we define convenience as the ability to do more, investing the time saved into self and family.

2. Found The Middle Ground: Conflict between parents and children over food is usually because the parent is focusing on nutrition and the child on taste. Cereal in milk is a win-win—kids love it for its crunch and taste and parents love it for the protein, fibre, calcium, essential vitamins and minerals.

3. No Compromise On Taste: The Indian palate, which is used to diverse foods, puts a premium on taste. Breakfast cereal innovations such as Granola, an oven-baked indulgent cereal with toasted almonds and dried cranberries, deliver nourishment with diverse flavors that do not compromise on taste.

4. Breakfast On The Go: Pressed for time in the morning, 40% of Indians either skip or skimp on breakfast—the most important meal of the day. For these individuals in a hurry comes fortified breakfast on the go—cereal with nuts, fruits and yogurt—that you can have while on the move.

5. Evolved Preferences, Choices: Today, the food preferences of the modern consumer are evolving with access to information on different foods and the ability to pay a premium. This has led to a relatively young concept like Muesli to grow significantly and establish itself as a separate breakfast category.