Breakfast cereals have a major perception problem.

“The category is under attack for being full of sugar and overly processed,” explained Samuel Rueff, global media lead at Cereal Partners Worldwide (CPW) – a joint venture between Nestlé and General Mills, two giants in the fast moving consumer goods (FMCG) space.

Such a trend is common across the food industry, as consumers – and especially millennials – seek out healthy culinary options. And when this audience is considering their first meal of the day, that often means looking beyond traditional family staples like Cheerios, Golden Grahams, Shredded Wheat, and other items in the Cereal Partners Worldwide portfolio.

In isolation, this situation is challenging. But it also has a potentially multiplicative effect, if cereal then no longer remains an instinctive part of the daytime ritual for junior members of young families. “We’re losing millennial parents,” Rueff told delegates at a session held by CNN at the 2018 Cannes Lions International Festival of Creativity.