The rationale behind any recipe that includes cold cereal as an ingredient breaks down to one thing: mouth feel. Its inherent crunchiness makes it ideal as the base of a coating, crust, topping, layer, stuffing or binder.

David Hoffman

Behind Breaks Cereal Cold Feel Includes Ingredient Its Mouth One Rationale Recipe

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As an ingredient, cereal is quick, convenient, adds great texture and is good for you.

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Part of the rationale behind the acquisition was to create a U.S. entity with all the access to the federal market that any other U.S. company would have.

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It's a reference point that's powerful. Cereal is one of the first foods you eat.