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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
United Kingdom
, Cheerios
Cheerios
is marketed by Cereal Partners under the Nestlé brand; in Australia and New Zealand, Cheerios
Cheerios
is sold as an Uncle Tobys product. It was first manufactured in 1941 and was originally called CheeriOats.

CONTENTS

* 1 History * 2 Manufacturing

* 3 Advertising

* 3.1 The Cheerios
Cheerios
Kid * 3.2 Peanuts * 3.3 Spoonfuls of Stories * 3.4 Shawn Johnson * 3.5 Just Checking * 3.6 Vortexx

* 4 Products

* 4.1 Discontinued products

* 5 2009 FDA demand * 6 See also * 7 References * 8 External links

HISTORY

CHEERIOS was introduced on May 1, 1941 as CHEERIOATS, but the name was changed to Cheerios
Cheerios
in 1945. Cinnamon Nut Cheerios
Cheerios
were the first departure from original Cheerios
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.

MANUFACTURING

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 Cheerios
Cheerios
gluten-free by removing the traces of wheat, rye, and barley that usually come into contact with the oat supply used to make Cheerios
Cheerios
during transportation to the General Mills plant in Buffalo, New York along Lake Erie.

ADVERTISING

Many television commercials for Cheerios
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 mid-1960s, as General Mills was the primary sponsor of his animated program.

THE CHEERIOS KID

Beginning in the mid-1950s and continuing through the early 1960s, "The Cheerios
Cheerios
Kid" was a mainstay in Cheerios
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
Cheerios
Kid and sidekick Sue were revived in an online internet video that showed how Cheerios
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
Cheerios
bee's early commercials. Mill Creek Entertainment has the DVD of The Cheerios
Cheerios
Kid and Sue Commercials in 2017.

PEANUTS

In 1984 and 1985, characters from the comic strip Peanuts were featured in many Cheerios
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
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

The Spoonfuls of Stories program, begun in 2002, is sponsored by Cheerios
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.

SHAWN JOHNSON

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
Cheerios
box. The limited edition was distributed in the Midwestern region of the United States by the Hy-Vee
Hy-Vee
grocery store chain.

JUST CHECKING

In 2013, a Cheerios
Cheerios
commercial aired, titled "Just Checking," showcasing an interracial family in which a daughter asks her mother (white) if Cheerios
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
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 father, using Cheerios
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.

VORTEXX

To promote the premiere of the Vortexx Saturday morning block on The CW Television Network in August 2012, special boxes of Cheerios
Cheerios
were 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
Iron man
, and the Pink Power Ranger

PRODUCTS

_ This section DOES NOT CITE ANY SOURCES . Please help improve this section by adding citations to reliable sources . Unsourced material may be challenged and removed . (January 2014)_ _(Learn how and when to remove this template message )_

Cereals

* Cheerios
Cheerios
(1941) * Cinnamon Nut Cheerios
Cheerios
(1976) * Honey Nut Cheerios
Honey Nut Cheerios
(1979) * Apple Cinnamon Cheerios
Cheerios
(1988) * MultiGrain Cheerios
Cheerios
(Original in the UK) (released 1992, relaunched 2009) * Frosted Cheerios
Cheerios
(1995) (not related with Frosty O's) * Yogurt Burst Cheerios
Cheerios
(2005) * Fruity Cheerios
Cheerios
(2006) ( Cheerios
Cheerios
sweetened with fruit juice) * Oat Cluster Crunch Cheerios
Cheerios
(2007) (sweetened Cheerios
Cheerios
with oat clusters) * Banana Nut Cheerios
Cheerios
(2009) (sweetened Cheerios
Cheerios
made with banana puree) * Chocolate Cheerios
Cheerios
(2010) ( Cheerios
Cheerios
made with cocoa) * Cinnamon Burst Cheerios
Cheerios
(2011) ( Cheerios
Cheerios
made with cinnamon) * MultiGrain Peanut Butter Cheerios
Cheerios
(2012) (Multigrain Cheerios
Cheerios
with sorghum, not wheat, and peanut butter) * Multi Grain Cheerios
Cheerios
Dark Chocolate Crunch (2013) * Cheerios
Cheerios
Protein (2014) * Ancient Grain Cheerios
Cheerios
(2015) (sweetened Cheerios
Cheerios
made with "ancient grains like KAMUT wheat, spelt, and quinoa") * Pumpkin Spice Cheerios
Cheerios
(sweetened Cheerios
Cheerios
made with pumpkin purée and pumpkin pie spices) (2016) (limited edition) * Strawberry Cheerios
Cheerios
(sweetened Cheerios
Cheerios
made with strawberry purée) (2017) (Limited Edition)

Snacks

* Cheerios
Cheerios
Snack Mix – Original (2008) (Cheerios, Corn Chex, Wheat Chex, round crackers, pretzels and cracker sticks flavored with garlic and onion) * Cheerios
Cheerios
Snack Mix – Cheese (2008) (Cheerios, Corn Chex, Wheat Chex, triangle crackers, pretzels and cracker sticks flavored with cheese)

Licensed products

* Crispy Oats
Oats
(manufactured by Millville, distributed by ALDI ) * Purely O's (Organic Cheerios, manufactured by General Mills subsidiary Cascadian Farm ) (1999) * Oat Cheerios
Cheerios
(Republic of Ireland only, manufactured by Cereal Partners Worldwide , sold under Nestlé brand)

DISCONTINUED PRODUCTS

* Cheerios
Cheerios
and X's (1993) * Team Cheerios
Cheerios
(formerly Team USA Cheerios) (1996) * Millenios ( Cheerios
Cheerios
with "2"-shaped cereal pieces) (1999–2000) * Berry Burst Cheerios
Cheerios
(including variations of Strawberry, Strawberry Banana, Cherry Vanilla and Triple Berry) (2003) * Dulce de Leche Cheerios
Cheerios
(2012) (sweetened Cheerios
Cheerios
made with caramel) * Banana Nut Cheerios
Cheerios
(2015–2016) (sweetened Cheerios
Cheerios
made with banana puree)

2009 FDA DEMAND

In May 2009, the U.S. Food and Drug Administration sent a letter to General Mills indicating that Cheerios
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
Cheerios
can reduce bad cholesterol by an average of 4 percent? Cheerios
Cheerios
is ... clinically proven to lower cholesterol. A clinical study showed that eating two 1½ cup servings daily of Cheerios
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 it marketed Cheerios
Cheerios
or apply for federal approval to sell Cheerios
Cheerios
as a drug. 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 further action.

SEE ALSO

_ Wikimedia Commons has media related to CHEERIOS _.

* Cheerios effect * Cruncheroos

REFERENCES

* ^ Elliott, Stuart (June 27, 2011). "7 Agencies Will Tell You This Cereal Is No. 1". _The New York_. * ^ Walsh, Bryan (20 January 2014). " Cheerios
Cheerios
has ditched GMOs. Does it matter?". _Time_. 183 (2): 15. The whole-grain oats that are the main ingredient of Cheerios
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 Green Giant, Cheerios
Cheerios
Kid In Nostalgic Appeal". _ Advertising Age _. * ^ _1950s-1970s Cheerios
Cheerios
Commercials (The Cheerios
Cheerios
Kid)_. YouTube. November 28, 2010. * ^ " Cheerios
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
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 HighBeam . * ^ " Special
Special
Promotions - Shawn Johnson Cheerios
Cheerios
Box". Hy-Vee.com. Archived from the original on May 21, 2011. * ^ Harris, Aisha (31 May 2013). " Cheerios
Cheerios
Ad Brings Out the Racists". _Slate_. Retrieved 26 October 2014. * ^ http://www.mrbreakfast.com/cereal_detail.asp?id=1387 * ^ http://www.literacyconnections.com/apf4/apf4.cgi?Operation=ItemLookup&ItemId=B00GAQ1ZPW 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 Inquirer_. * ^ Schevitz, Tanya (February 25, 1998). "Cereal Toasts De La Salle / Football team lauded on Cheerios
Cheerios
box for victory record". _San Francisco Chronicle_. * ^ Hoye, Sue (December 28, 1999). "Marketing 2000 as the millennium". _CNN_. * ^ " Cheerios
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
Cheerios
Toasted Whole Grain Oat Cereal Labeling". _Office of Foods and Veterinary Medicine_. U.S. FDA. May 3, 2012.

EXTERNAL LINKS

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