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Food: Eat, run/run, eat

By Published on .

Portability continues to be the hottest trend among food marketers. Already-convenient products such as canned soup and cereal are getting 21st century makeovers for the increasingly on-the-run consumer.

Campbell Soup Co. will push hard against its Soup at Hand innovation-single-serve easy-grip microwaveable packages. PepsiCo's Quaker Foods & Beverages unit will test a new line of Oatmeal Breakfast Squares that takes its staple hot cereal varieties, including oatmeal raisin and baked apple, and makes them good to grab and go. The bars join a growing line of portable cereal offerings including General Mills' successful Milk `n Cereal bars (expanding with new varieties including Cocoa Puffs) and a new line of Kellogg Co.'s Special K Bars. Frozen foods are getting more mobile, too. Nestle recently bought Hot Pockets marketer Chef America.

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