General Mills Out With First New Cereal in 15 Years

Tiny Toast uses mini-toast pieces sprinkled with real fruit
By Jenn Gidman,  Newser Staff
Posted Jun 7, 2016 7:57 AM CDT
General Mills Out With First New Cereal in 15 Years
Welcome to the crowded supermarket shelves, Tiny Toast.   (General Mills)

The breakfast world hasn't seen a new cereal from General Mills since the turn of the millennium, but that's about to change. The food company known for Cheerios and Cinnamon Toast Crunch has announced that consumers will be able to pour milk later this month over Tiny Toast, its first new cereal since 2001, when it debuted Harmony, a "nutritional women's cereal," Business Insider reports. Tiny Toast, which will come in blueberry and strawberry versions, is meant to tickle the taste buds of both kids and parents with its "all-family appeal" and boasts an ambitious goal: to taste and smell like actual fruit. "People told us that both varieties tasted real, and not fake like they typically associate with fruit-flavored cereals," a GM developer says in a blog post on the new breakfast dish, which is shaped, as suggested, like tiny pieces of toast, coated with bits of blueberry and strawberry. "We heard from several consumers that the Blueberry Tiny Toast tastes like a blueberry muffin, which is just awesome praise."

With its real fruit (as well as no high-fructose corn syrup or artificial flavors and colors), Tiny Toast was also designed to lure health-conscious noshers, CBS News reports. Business Insider says it arrives during a "tumultuous time" for cereal, noting sales have dipped in recent years and that millennials are defecting to more nutritious and convenient items. "We are seeing a lot of people make eggs in the morning, now that we're not so scared of cholesterol," an analyst tells CBS. "There's also a want for more protein." Gawker's Sam Biddle, giving cereal the drama it's due, isn't so sure about the concept, noting GM stock fell 30 cents Monday (the "disarray and despair sweeping the Financial District was palpable"), suggesting a "misestimation of whether American breakfast users have a strong desire for toast, especially in miniaturized form." (GM rid Trix of artificial colors last year.)

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