Marketing is about satisfying customer needs and wants. Often, companies compete with others to fulfill these needs or wants in a standardized manner. Think Kellogg’s Corn Flakes competing with General Mills’ Cheerios. Occasionally, these companies revolutionize the industry by finding an innovative new way of fulfilling the need. Enter liquid breakfast.

Both General Mills and Kellogg, amongst other smaller names have identified a growing desire for on-the-go breakfasts. Environmental scanning is important for marketers wishing to remain relevant in an ever-changing world. These cereal giants were able to connect social trends towards a time-poor society with a desire for a quick-and-easy breakfast. Since then, smaller names such as Oatworks have tied this social trend with the trend towards an increasingly health conscious population – the result of which is a niche market with mobile breakfast options for individuals looking to save time while still starting off the day with a nutritious jumpstart.

The interesting thing about this product innovation is that it arises in a highly mature industry – the breakfast foods market. Although we often associate product innovation with Apple and technology, this just goes to show that product innovation is possible in virtually any industry, just not as obviously as it is in others.  In an area where the biggest changes are generally the amount of sugar in a bowl of cereal, the move towards liquid breakfast should inspire new interest, and most importantly, fulfill new customer desires. For Kellogg and General Mills, customer satisfaction should translate to business success in the long-term.