You might have seen these yellow cups popping up at coffee shops and grocery stores over the past year. It's the organic, oat-based cereal by the Bloomington-based business Vigilant Eats.

Doug Siegel is the Chief Executive Officer and creator of Vigilant Eats. He saw a hole in the market for health conscious folks needing to eat on to the go. All you do is add hot or cold water to the mixture of oats, Goji berries, Cacao nibs and hemp and oat flour -- and stir. It comes with its own spoon, too.

Siegel developed the cereal based on something he used to make for himself. He now hopes this gluten-free, dairy-free, certified organic, non-GMO and vegan cereal will challenge what we think health food should be.

This was so obvious to me. You want to help people, so give them something that they think is going to taste bad, but then it really tastes good, and they know it's good for them. This is what changes lives. Telling people that they should eat things that are healthy -- everybody knows that. If people don't do it, there's a reason, and I think I'm addressing the reason.