Cereal Project > Kellogg's > Breakfast Mates

Breakfast Mates
From: Kellogg's
Introduced in 1998

Breakfast Mates were boxed combinations of breakfast cereal, milk and a spoon, similar Ralston Purina's Breakfast On The Run product . Kellogg's launched Breakfast Mates in the summer of 1998 with a $30 million TV and print advertising campaign.

Breakfast MatesEach Breakfast Mates kit included a single serving of Kellogg's Frosted Flakes, Frosted Mini-Wheats, Froot Loops or Corn Flakes in a plastic bowl, a 4-oz. serving of reduced-fat milk in an aseptic (no refrigeration required) easy-to-pour box and a plastic spoon. The suggested shelf price at the time was $1.29.

Television ads sold Breakfast Mates as a means for kids to make breakfast themselves while their parents slept in or performed other activities.

While the milk in Breakfast Mates required no refrigeration, Kellogg's decided to position the product in the refrigerated sections of grocery stores. This was due to the fact that consumers were not buying into the concept of non-refrigerated milk. Also, breakfast cereal doused with warm milk tasted just plain strange compared to what consumers were use to.

The price tag of $1.29 per single serving of breakfast cereal was considered very high by most consumers in 1998.

In August of 1999 , it was announced that Kellogg's was pulling its year-old Breakfast Mates all-in-one cereal kits from the market due to disappointing sales.

Company Description: Kellogg's was originally founded as the Battle Creek Toasted Corn Flake Company in 1906. The company's founder Will Keith Kellogg is credited with inventing corn flakes along with his brother John Harvey Kellogg. The company was renamed the Kellogg Company in 1922... Read on and see all cereals from Kellogg's

Breakfast Mates Cereal Theater

Now Showing: 1999 Breakfast Mates Commercial

Comments About This Cereal
What do you think of Breakfast Mates?

Overall Average Rating = 4 (out of 5)

By Blair

It wasn't anything special.

Comment submitted: 10/2/2018 (#23540)

By CerealKiller9

Cereal Rating (out of 5):

Bring 'em back!

Comment submitted: 3/1/2017 (#21433)

By Noice

I would have tried it.

Comment submitted: 1/25/2017 (#21289)

By Nope

Cereal Rating (out of 5):

Why would you want to drink milk that wasn't refrigerated?

Comment submitted: 9/16/2016 (#20835)

By Berry Bell

I was quite curious towards the taste of the milk which was packed together with the Cereal Mates. Since I have thought that most of the consumers would have liked to pick the well-known or branded milk. Also, the taste of the milks are too vary to be selected for every single consumer, how come they have such confidence that the consumers would like it?

Comment submitted: 3/24/2013 (#11364)

By Seamint

Cereal Rating (out of 5):

I used Breakfast Mates cereal during the flood of 1999. It was a great product I thought. I wish I could find some now. If you could help in locating some, email me (tbullock1128@yahoo.com). - Tony

Comment submitted: 8/26/2012 (#8905)

By P. Bowman

This cereal combo seems gross to me. Who comes up with this stuff. I'm not surprised it didn't last. Ewwww.

Comment submitted: 10/6/2011 (#5425)

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