Kellogg's Raisin Bran Now Available as Crunchy Granola Pouches

Breaking News Emails

Get breaking news alerts and special reports. The news and stories that matter, delivered weekday mornings.
By Lucy Bayly

An iconic Kellogg’s cereal has been re”bran”ded as a healthful snack pouch that can be enjoyed on the go.

The Michigan-based foods giant is launching two new varieties of its popular Raisin Bran that will include crunchy granola clusters and puffed grains. As of July, “Raisin & Honey Granola” and “Cranberry Almond Granola” will be available in resealable bags, and located in the granola aisle instead of the traditional cereal section.

"Kellogg's Raisin Bran granolas provide a variety of flavors and textures that will appeal to both Raisin Bran lovers and traditional granola fans," announced Cathy Schneck, vice president of Innovation for Kellogg U.S. Morning Foods, in a press release.

Touted as a “breakfast dream team,” the convenient, crunchy coupling is intended to draw in a more health-conscious crowd seeking the "versatility and heartiness of granola” while not straying too far from a familiar favorite, said Jeremy Harper, senior marketing director for Kellogg's morning foods, in an email to NBC News.

"We expect Kellogg’s Raisin Bran Granola to do especially well with millennials and Gen X," Harper said.

Breakfast has been on a roll in recent months — literally. In addition to a dizzying array of breakfast cereals, consumers can now choose from an ever-expanding variety of fast food sandwiches: Taco Bell offers a $1 breakfast skillet, McDonald's offers sausage burritos, and Burger King just launched an "Egg-Normous Breakfast Burrito.”

"Anything that encourages people to eat breakfast more regularly is a good thing," said Eddy Chavey, an advocate and expert on morning nutrition, who's sometimes known as Mr. Breakfast. "I’m really for products that help make your morning easier."