Gama spoke to Tammy Butterworth, Global R&D Grains Formulation Manager, PepsiCo.
How is the role of breakfast changing in consumers’ lives, and what do FMCG companies need to do to adapt to this change?
“Breakfast maintains an important role in people’s lives – what is changing is the time it can be given. When asked, people instinctively know that breakfast sets them up for the day (and the statistics bear this out), however, when they are rushing around in the morning because they hit the snooze button, the kids need to get ready, or they want to squeeze in a session at the gym, they do sacrifice their breakfast time”.
“This means we, as FMCG companies, need to understand how people can fit breakfast in, and design products that fit. The current options are seen overwhelmingly as a compromise on taste or nutrition, and though the products on offer in this area are improving, this is a journey which needs to continue. We have a real opportunity to get people set up for a great day, with no compromise nutrition in a convenient way – and this is the task for FMCG companies to take on.”
Read the full interview in the next issue of Gama News.