CHEERIOS is an American brand of cereal manufactured by General Mills
, consisting of pulverized oats in the shape of a solid torus . In
some countries, including the
United Kingdom ,
Cheerios is marketed by
Cereal Partners under the
Nestlé brand; in Australia and New Zealand,
Cheerios is sold as an
Uncle Tobys product. It was first manufactured
in 1941 and was originally called CheeriOats.
* 1 History
* 2 Manufacturing
* 3 Advertising
* 3.1 The
Spoonfuls of Stories
* 3.5 Just Checking
* 4 Products
* 4.1 Discontinued products
* 5 2009 FDA demand
* 6 See also
* 7 References
* 8 External links
CHEERIOS was introduced on May 1, 1941 as CHEERIOATS, but the name
was changed to
Cheerios in 1945. Cinnamon Nut
Cheerios were the first
departure from original
Cheerios in mid-1976, while the second were
Honey Nut Cheerios
Honey Nut Cheerios , introduced in 1979. Successful marketing led
General Mills to become highly successful and sell approximately 1.8
million cases of
Honey Nut Cheerios
Honey Nut Cheerios in its first year alone.
In January 2014,
General Mills announced that it would halt the use
of genetically modified ingredients in original Cheerios. In February
2015, the company announced they would be making
by removing the traces of wheat, rye, and barley that usually come
into contact with the oat supply used to make
transportation to the
General Mills plant in Buffalo, New York along
Many television commercials for
Cheerios have targeted children
featuring animated characters (such as an animated Honeybee).
Bullwinkle was featured in early 1960s commercials; being his usual
likably klutzy self; the tag line at the end of the ad being "Go with
Cheerios!" followed by Bullwinkle, usually worse for wear due to his
Cheerios-inspired bravery somewhat backfiring, saying "...but watch
where you're going!" Also,
Hoppity Hooper was featured in ads in the
General Mills was the primary sponsor of his animated
THE CHEERIOS KID
Beginning in the mid-1950s and continuing through the early 1960s,
Cheerios Kid" was a mainstay in
Cheerios commercials. The Kid,
after eating Cheerios, quickly dealt with whatever problem presented
in the commercial, using oat-produced "Big-G, little-o" "Go-power".
The character was revived briefly in the late 1980s in similar
commercials. In 2012, The
Cheerios Kid and sidekick Sue were revived
in an online internet video that showed how
Cheerios "can lower
cholesterol". Video clips of "the Kid" and Sue are part of a montage
included in a 2014 TV commercial, along with clips of the Honey Nut
Cheerios bee's early commercials. Mill Creek Entertainment has the DVD
Cheerios Kid and Sue Commercials in 2017.
In 1984 and 1985, characters from the comic strip
featured in many
Cheerios commercials. In the commercials, the
characters become tired at the middle of something (e.g. a Dance
lesson, playing tennis), but then another character tells them that
they didn't have a healthy breakfast, a
Cheerios breakfast. Then at
the end of the commercial, the character would have lots of energy,
followed by children singing "You're on your toes with Cheerios!".
SPOONFULS OF STORIES
Spoonfuls of Stories program, begun in 2002, is sponsored by
Cheerios and a 50/50 joint venture of General Hills and Simon &
Schuster . Mini-size versions of Simon winners' books are published in
miniature, in boxes of Cheerios.
In 2009, Olympic gold medalist and World Champion gymnast Shawn
Johnson became the first athlete to have her photo featured on the
front of the
Cheerios box. The limited edition was distributed in the
Midwestern region of the United States by the
Hy-Vee grocery store
In 2013, a
Cheerios commercial aired, titled "Just Checking,"
showcasing an interracial family in which a daughter asks her mother
Cheerios is good for the heart, as her father (black)
mentioned. The mother says the cereal is good according to the box
which states that the whole grain oats lowers cholesterol. The next
scene features the father waking up as a pile of
Cheerios spill down
his chest, which the daughter placed there having taken her father's
words literally. The commercial received unintentional notoriety due
to the racist anger at the commercial showing a biracial family. This
was so extreme that
General Mills was forced to disable further
comments on the video. However, there was a larger outcry towards the
critics of the ad, and many users on YouTube defended the ad and its
social statement. The same year, Ben and Rafi Fine, known as The Fine
Brothers , featured the commercial on their weekly series "Kids
React", in which the kids reacted bewildered from learning of the
negative criticism. In 2014,
General Mills released a Super Bowl ad
titled "Gracie", featuring the same family: in the commercial, the
Cheerios to illustrate his meaning, tells the daughter
that a new baby coming, that her mother is pregnant, and the daughter
accepts - as long as they also get a puppy and the father agrees while
the mother looks a little surprised. Both commercials were given
mostly positive reviews.
To promote the premiere of the
Vortexx Saturday morning block on The
CW Television Network in August 2012, special boxes of
branded as "
Vortexx O's", complete with the schedule on the back, and
the wordmark plastered on one of the
Vortexx promotional backgrounds.
Toys were also included in the box, featuring
John Cena ,
Iron man ,
and the Pink Power Ranger
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* Cinnamon Nut
Honey Nut Cheerios
Honey Nut Cheerios (1979)
* Apple Cinnamon
Cheerios (Original in the UK) (released 1992,
Cheerios (1995) (not related with Frosty O's)
* Yogurt Burst
Cheerios (2006) (
Cheerios sweetened with fruit juice)
* Oat Cluster Crunch
Cheerios (2007) (sweetened
Cheerios with oat
* Banana Nut
Cheerios (2009) (sweetened
Cheerios made with banana
Cheerios (2010) (
Cheerios made with cocoa)
* Cinnamon Burst
Cheerios (2011) (
Cheerios made with cinnamon)
* MultiGrain Peanut Butter
Cheerios (2012) (Multigrain
sorghum, not wheat, and peanut butter)
* Multi Grain
Cheerios Dark Chocolate Crunch (2013)
Cheerios Protein (2014)
* Ancient Grain
Cheerios (2015) (sweetened
Cheerios made with
"ancient grains like KAMUT wheat, spelt, and quinoa")
* Pumpkin Spice
Cheerios made with pumpkin
purée and pumpkin pie spices) (2016) (limited edition)
Cheerios made with strawberry
purée) (2017) (Limited Edition)
Cheerios Snack Mix – Original (2008) (Cheerios, Corn Chex, Wheat
Chex, round crackers, pretzels and cracker sticks flavored with garlic
Cheerios Snack Mix – Cheese (2008) (Cheerios, Corn Chex, Wheat
Chex, triangle crackers, pretzels and cracker sticks flavored with
Oats (manufactured by Millville, distributed by
* Purely O's (Organic Cheerios, manufactured by General Mills
subsidiary Cascadian Farm ) (1999)
Cheerios (Republic of Ireland only, manufactured by Cereal
Partners Worldwide , sold under
Cheerios and X's (1993)
Cheerios (formerly Team USA Cheerios) (1996)
* Millenios (
Cheerios with "2"-shaped cereal pieces) (1999–2000)
* Berry Burst
Cheerios (including variations of Strawberry,
Strawberry Banana, Cherry Vanilla and Triple Berry) (2003)
* Dulce de Leche
Cheerios (2012) (sweetened
Cheerios made with
* Banana Nut
Cheerios (2015–2016) (sweetened
Cheerios made with
2009 FDA DEMAND
In May 2009, the U.S.
Food and Drug Administration sent a letter to
General Mills indicating that
Cheerios was being sold as an unapproved
new drug, due to labeling which read in part:
• "You can Lower Your Cholesterol 4% in 6 weeks"
• "Did you know that in just 6 weeks
Cheerios can reduce bad
cholesterol by an average of 4 percent?
Cheerios is ... clinically
proven to lower cholesterol. A clinical study showed that eating two
1½ cup servings daily of
Cheerios cereal reduced bad cholesterol when
eaten as part of a diet low in saturated fat and cholesterol."
The FDA letter indicated that
General Mills needed to change the way
Cheerios or apply for federal approval to sell
General Mills responded with a statement that their claim of
soluble fiber content had been approved by the FDA, and that claims
about lowering cholesterol had been featured on the box for two years.
In 2012, the FDA followed up with a letter approving the Cheerios
labeling and declaring that the matter was moot and required no
Wikimedia Commons has media related to CHEERIOS _.
* ^ Elliott, Stuart (June 27, 2011). "7 Agencies Will Tell You This
Cereal Is No. 1". _The New York_.
* ^ Walsh, Bryan (20 January 2014). "
Cheerios has ditched GMOs.
Does it matter?". _Time_. 183 (2): 15. The whole-grain oats that are
the main ingredient of
Cheerios have always been GMO-free, but General
Mills is now ensuring that the sugar and cornstarch used in the cereal
come from non-GMO sources. access-date= requires url= (help )
* ^ Schultz, E.J. (September 17, 2012). "
General Mills Brings Back
Cheerios Kid In Nostalgic Appeal". _
Advertising Age _.
* ^ _1950s-1970s
Cheerios Commercials (The
Cheerios Kid)_. YouTube.
November 28, 2010.
* ^ "
Cheerios - Spoonsful of Stories". Simon and Schuster. Archived
from the original on 2014-01-05. Retrieved January 3, 2014.
* ^ Beder, Sharon. "Sponsorship and Donations - Book Donations".
_Business Managed Democracy_. Retrieved January 4, 2013.
* ^ "The Lost (and Found) Balloon by Celeste Jenkins, Maria
Bogade". GoodReads.com. Retrieved January 4, 2013.
* ^ "
Cheerios - Spoonsful of Stories - New Author Contest". Simon
and Schuster. Archived from the original on 2014-01-05. Retrieved
January 3, 2014.
* ^ "Front sports briefs". _Dubuque
Telegraph Herald _. The
Associated Press. December 14, 2008 – via
* ^ "
Special Promotions -
Cheerios Box". Hy-Vee.com.
Archived from the original on May 21, 2011.
* ^ Harris, Aisha (31 May 2013). "
Cheerios Ad Brings Out the
Racists". _Slate_. Retrieved 26 October 2014.
* ^ http://www.mrbreakfast.com/cereal_detail.asp?id=1387
How to Play With Cereal, But Without the Milk". _The New York Times_.
June 23, 1993.
* ^ Tatum, Kevin (May 29, 1997). "Breakfast With Northampton\'s
Champs. 1996 Softball Squad Depicted On Cereal Box". _Philadelphia
* ^ Schevitz, Tanya (February 25, 1998). "Cereal Toasts De La Salle
/ Football team lauded on
Cheerios box for victory record". _San
* ^ Hoye, Sue (December 28, 1999). "Marketing 2000 as the
* ^ "
Cheerios cereal celebrates its 70th birthday". _
KABC-TV _ Los
Angeles, CA. June 24, 2011.
* ^ https://twitter.com/cheerios/status/704464336706629632
* ^ "Warning Letters - General Mills, Inc. 5/5/09". _Inspections,
Compliance, Enforcement, and Criminal Investigations_. U.S. Food and
Drug Administration .
* ^ "Popular cereal is a drug, US food watchdog says". AFP News.
May 12, 2009. Archived from the original on May 19, 2009.
* ^ "Letter to
General Mills Concerning
Cheerios Toasted Whole
Grain Oat Cereal Labeling". _Office of Foods and Veterinary Medicine_.
U.S. FDA. May 3, 2012.