While “good for you” claims dominate marketing strategies in cold cereal, some marketers are also focusing on another consumer demand: better package convenience and portability. The new packaging is responding to consumer desires for a quick breakfast fix, but it is also taking some cold-cereal brands into the realm of an anywhere snack.

A new report from Mintel’s Global New Products Database cites two examples.

• In Germany, Kellogg has launched Kellogg’s Choco Krispies Complete Cereal, Milk & Spoon. The paperboard carton holds a tub of cereal, a carton of milk and a spoon.

• In Australia, Sunripe Foods has rolled out Breakfast Buddy, a clamshell kit containing separate cartons of cereal and milk, a sachet holding a towlette, and a flexible package holding a hand-held snack.

In the cold-cereal category, Mintel forecasts a sharp increase in the number of products and packaging touting the presence of whole grains, especially in North America. Mintel also predicts more imaginative and original convenient packaging.