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Granola has come a long way in Japan, from a relatively unknown breakfast cereal five years ago to — along with pancakes and popcorn — a full-on fad food.

While granola from Kellogg’s and Calbee has been around for years, granola consumption was steadily average up until the recent boom. The market in 2010 was worth ¥4.9 billion, with 6,942 tons of the product sold. In 2013 those numbers exploded to ¥14.6 billion and 18,802 tons, according to research by the Japan Snack Cereal Foods Association.

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