Kashi develops 'overnight oats' cup and sweet potato cereal

By Kacey Culliney

- Last updated on GMT

Kashi's overnight muesli is an 'old new' proposition, says David Jago, director of innovation and insight at Mintel
Kashi's overnight muesli is an 'old new' proposition, says David Jago, director of innovation and insight at Mintel

Related tags Sweet potato Cereal David jago

Kashi's muesli to soak overnight and sweet potato cereal hit on important consumer trends and could take off, says one innovation expert.

The Kellogg-owned organic cereal brand developed its ‘Overnight Muesli’ and ‘Organic Promise Sweet Potato Sunshine’ cereal as part of a wider NPD strategy focused on health and sustainability.

“We’re on a mission to transform health through plant-based foods,”​ its CEO David Denholm said.

But are these new products truly transformational? We spoke to David Jago, director of innovation and insight at Mintel, to find out.

Overnight oats: Tiring or exciting?

“It’s a ‘new old’ proposition,”​ Jago said. “It ties into continued consumer interest in scratch cooking as a means to provide control and emotional engagement and also ties into the important trend towards tradition and authenticity – the idea of something less processed, more natural, traditional and old fashioned as good.”

Kashi’s decision to develop the product in a cup pack so consumers can pour milk or another liquid directly into it was a  “very nice idea”, ​Jago said.

This packaging concept, he said, made the product “super convenient”​ and also enabled portion control and personalization easy for the consumer.

Sweet potato sunshine: Bright or dreary? 

kashi sweet potato sunshine

“Cereals are losing ground in many markets as consumers turn to other breakfast alternatives, so companies have been looking to new ingredients like quinoa and chia, for example, to maintain interest. Why not veggies too?”​ Jago said.

Veggies had already made their way into many products, he said, like snacks and baked goods and a big selling point was the nutritional profile and differentiated texture and taste.

In the past, he said some cereal companies in western markets had also experimented with sweet potato but none were brands with the presence or visibility of Kashi. “Most cereals containing vegetables have been found in Asia,”​ he said.

BakeryandSnacks.com previously spoke to Datamonitor Consumer innovation analyst Ghina Romani who said sweet potato was a big opportunity for global cookie and bakery manufacturers​ that gave products a better-for-you indulgence twist.

Kashi also launched a sprouted grains cereal, organic granola and chewy seed and granola bars. All products have been launched nationwide across the US.

Related news

Show more

Related products

show more

Bun quality issues? Let us help

Bun quality issues? Let us help

Content provided by Corbion | 03-Jan-2024 | Insight Guide

Most bakeries occasionally struggle with bun quality, from low product volume to crust issues and grain/cell problems. The good news is that most bun quality...

Plant-based prowess

Plant-based prowess

Content provided by ADM: Innovation that Feeds the Future | 18-Oct-2023 | Case Study

Today, a unique challenge faces food producers. As plant-based awareness grows, consumers are becoming more conscientious of what they eat and how it fuels...

New Study: 2023 Productivity Benchmark Report

New Study: 2023 Productivity Benchmark Report

Content provided by QAD Redzone | 13-Oct-2023 | White Paper

On average, manufacturers in this QAD Redzone exclusive study achieved productivity increases that allowed them to make 5 days of product in just 4 days....

Tomorrow’s bakery shortenings. Today.

Tomorrow’s bakery shortenings. Today.

Content provided by Cargill Oils | 10-Oct-2023 | White Paper

“The Next Generation of Bakery Shortenings” addresses the challenges of today’s functional issues and consumer taste preferences. To say bakery fats are...

Related suppliers

1 comment

Overnight soak on trend???

Posted by Barbara,

I can't remember to take meat out of the freezer the night before so do you think I will remember to soak my muesli? I think many other people are in the same boat, we want convenience and starting something the night before isn't it. Guess it is like scratch cooking when you will be scrambling to hydrate your oats the morning of .....

Report abuse