Cereals for consenting adults
When familiar kiddie cereals, such as Cap'n Crunch, Franken-Berry and Count Chocula, are joined on supermarket shelves by Most, Smart Start and Corn Bran, it signals a shift in American breakfast habits. And in the fickle but fruitful cereal industry ($2.3 billion in sales this year) breakfast-food makers are scrambling to keep pace.
What is changing is the average age of the U.S. cereal consumer. Because of declining birth rates, the number of children 13 and under still the most voracious breakfast-food eaters is falling. But adults are...
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