General Mills Announces New Toast-Inspired Cereal

Kirstin Fawcett
General Mills
General Mills / General Mills

If you've been skipping breakfast, be warned: the oft-neglected first meal of the day is staging a major comeback. In the next few years, the rate of growth in breakfast and morning snack consumption among Americans is expected to surpass the growth of the U.S. population. It makes sense, then, that cereal company General Mills announced Monday that it’s launching its first new cereal line in 15 years. It’s called “Tiny Toast,” and, according to Time, features mini bread-shaped bits sprinkled with blueberry or strawberry fruit powder.

Time points out that General Mills hasn’t launched a cereal since 2001, when the company created what they described as "a low-fat nutritional cereal for women" called Harmony. (Harmony was eventually discontinued.) Meanwhile, Nielsen data shows that cold cereal sales have been, well, a bit soggy over the last decade. It will be interesting to see whether breakfast’s recent resurgence in popularity helps reverse this trend.

Tiny Toast reportedly arrives in stores this month. Let's see how it stacks up against its bread-inspired predecessor, Cinnamon Toast Crunch: According to one recent public poll of more than 1000 people, the sugar-and-spice flavored brand was voters’ second most popular cereal. (Let us also not forget French Toast Crunch.) Pass the milk, please! 

[h/t Time]