Word: oatmealization
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...wanted to make granola for women like her menopausal mom. In January, General Mills climbed on board, introducing Harmony cereal with soy protein, folic acid and a vanilla-almond-oat flavor that rated high in female focus groups. And this fall Quaker will roll out its Nutrition for Women oatmeal, which features extra calcium and iron and a feminized lavender backdrop behind the trademark white-haired Quaker...
...this keeps up, food targeted to women may need its own aisle in the supermarket, alongside dairy, paper products and pet supplies. Clearly, some female shoppers respond to food designed with their nutritional needs in mind. But do they really need to buy special oatmeal just because they were born with an extra X chromosome instead of a Y? "Somehow as a gender we've done fine for thousands of years without our own breakfast cereal," says Alice Lichtenstein, a professor of nutrition at Tufts University...
...their recommended daily allowance of calcium, and 70% don't get enough iron. While women are clearly better off munching leafy greens or low-fat yogurt than relying on fortified foods, it's also clear that many of them aren't doing it. If a bowl of fortified oatmeal in the morning gets them going, nutritionists say, it's better than nothing...
Despite his vegetarian status, Hopkins agreed to taste the oatmeal-like substance inside the plastic brain...
...referring to the $58 billion U.S. soda business. Instead, he was talking about the nearly $20 billion emerging market for alternative beverages, those ubiquitous juices, teas, bottled waters, sports and energy drinks, packed with exotic herbs and vitamins, that are overwhelming store shelves. Quaker may be known for oatmeal, but its magic potion is Gatorade, a $2 billion-a-year dynamo of a brand that has a hammerlock on 80% of the sports-drink market. "When we're done," Gatorade chief Susan Wellington told analysts earlier this year, "tap water will be relegated to showers and washing dishes." Coming...