(FORTUNE Magazine) – Western Europe's traditional rib-sticking breakfast is endangered. At least, that's the hope of U.S. cereal makers. Kellogg and Quaker Oats already dominate the European market, and their sales are rising. Now General Mills wants in too. The British have been eating cold cereal for almost as long as colonials -- in fact, they consume more, an average 12.8 pounds each per year, vs. 9.8 pounds in the U.S. Growing markets include Denmark, Italy, and Spain. The big holdouts: the West Germans (loyal to their wurst, they average two pounds of cereal each) and the French (croissants, 1.1 pounds). General Mills, maker of Wheaties and Cheerios, has formed a joint venture with Nestle to distribute its cereals in Europe. The company has a lot of catching up to do. It holds 25% of the U.S. cereal market but practically none in Europe, where Kellogg has about 50%, Quaker Oats 8%. Food company analysts agree that General Mills' deal will further accelerate the Americanization of Europe's breakfast. Says Nomi Ghez, an analyst with Goldman Sachs: ''People don't have the time anymore to go down to the corner store and pick up a fresh croissant'' -- or wurst. -- M.A.