Starbucks' Oatmeal Is the New McMuffin

Starbucks makes comfort food trendy
By Evann Gastaldo,  Newser Staff
Posted Oct 14, 2008 7:40 PM CDT
Starbucks announced that oatmeal has replaced its reduced calorie coffee cake as the top-selling menu item in the short time since it's been introduced.   (Photo by Chris Hondros/Getty Images)
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(Newser) – The mushy breakfast you pushed away as a child has become Starbucks' most successful food launch ever—knocking reduced-fat coffeecake to No. 2 on the best-sellers chart, Advertising Age reports. Oatmeal heads up a line of healthier breakfast options the chain introduced in September. The steamy offering, which comes with packets of brown sugar, nuts, and dried fruit, has been a surprise hit among women and "millennials."

At $2.50 a pop, Starbucks oatmeal costs more than its pastries—and a lot more than making it yourself from a giant container of the stuff—but its early success bodes well for the future. “The true test of oatmeal will be when the weather gets colder,” one analyst said.