Wheaties evolves?

New Wheaties boxes are appearing on grocery store shelves, but not with athletic heroes. Instead a new line of boxes is promoting something new that will be unveiled on September 9th. No solid clues are given, except a tag line of "Fuel. Win. Evolve". and a website (www.wheaties.com/evolution) that contains nothing more than this image.

While we'll have to wait 3 1/2 months to know for sure, this could be something significant from General Mills. Hopefully. In recent years Wheaties has lacked the lustre it once had. Perhaps a new, stronger brand aimed at today's true fitness buffs could make this a hard-core cereal with a position all its own.

Technorati Tags: cereal, General+Mills, Wheaties, breakfastbowl

Cereal without cereal

Here's an innovative twist for the morning breakfast bowl:

Naturally Sweet Baking Company of Nashville, Tennessee has developed a technique to dry fruits in a manner that produces a granular "whole fruit cereal" that can be eaten like and in place of conventional cereals. To be precise these are not really "cereals" (i.e. which are grains), but they mimic them and provide an alternative for those who can not or prefer not to eat grains, or for something new and different.

Currently, there are two flavors: sweet apples and tart apples. Pear and apricot versions are coming soon. These are available in stores only in Tennessee, or online.

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Cheerios and health claims

General Mills has been slapped by the U.S. Food and Drug Administration because of health claims that appear on Cheerios boxes. The claim is that you could "lower your cholesterol 4 percent in six weeks", which is too specific for the FDA and treads into drug claim territory.General Mills countered saying that the claim has been on boxes for more than two years and is backed by a strong clinical study.

In a highly competitive environment cereal companies are doing all they can to stand out and gain an edge. In this case General Mills may have gone a little too far.

Sources: Reuters, General Mills

Technorati Tags: cereal, General+Mills, Cheerios, cholesterol, breakfastbowl

Beam some up

Some cereal is just meant to be fun, and Kellogg's new Star Trek offering is just that. Tied in with the popular new movie it should be a fun way to start the day, especially for Trekkies.

A must for collectors.

Technorati Tags: cereal, Kellogg, Star+Trek, breakfastbowl