Customization in consumer food products is seen through product launches that allow consumers to take ownership and essentially tweak a product to make it "theirs." In hot cereal, a recent launch from category leader Quaker does just this.

Each box of Quaker Mix-Up Creations Instant Oatmeal offers three flavors, which the consumer can mix and match to create a variety of flavor combinations. The microwaveable, whole-grain oatmeal is offered in the following flavors: Blueberry Blast, Banana Slamma and Apple-tastic. The product is also available in a variety containing Cinn-o-Man, Apple-tastic and Mapl-icious flavors.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail atillman@mintel.com.pf