BREAKFAST IS BACK, AND THIS TIME IT'S MOBILE: NEW CEREALS, SNACKS CROWD FOOD-SHOW AISLES.

Advertising Age,  May, 1999  by Pollack, Judann

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Marketers are no longer skipping breakfast.

Among the new products being trotted out for retailers at the Food Marketing Institute's annual show this week in Chicago are four breakfast cereals from Kraft Foods' Post division and a breakfast- themed line of Lunchables from Kraft's Oscar Mayer unit.

Also, breakfast king Kellogg Co. is planning to introduce two new convenience lines: a Nutri-Grain extension called Fruit-Full Squares and a take-along Pop Tart called Snak-Stix.

BREAKFAST ON THE GO

``Breakfast is back,'' said Ken Harris, a consultant with Cannondale Associates. ...

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