|Serving size 1 cup (28g)|
|Servings per container 9|
|Amount per serving|
|Calories 100||Calories from fat 15|
|% Daily value*|
|Total fat 2 g||3%|
|Saturated fat 0 g||0%|
|Trans fat 0 g|
|Cholesterol 0 mg||0%|
|Sodium 140 mg||6%|
|Potassium 170 mg||5%|
|Total carbohydrate 20 g||7%|
|Dietary fiber 3 g||1%|
|Sugars 1 g|
|Protein 3 g|
|Vitamin A||10%||Vitamin C||10%|
|*Percent daily values are based on a 2,000‑calorie diet. Your daily values may be higher or lower depending on your calorie needs.|
Cheerios is an American brand of breakfast cereals manufactured by General Mills. 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.
- 1 History
- 2 Manufacturing
- 3 Advertising
- 4 Varieties and flavors
- 5 2009 Drug Claim
- 6 In popular culture
- 7 See also
- 8 References
- 9 External links
All Cheerios shipped to the eastern coast of the United States and eastern Canada are manufactured at the General Mills plant in Buffalo, New York. In 2009, a dispute developed, regarding the FDA considering Cheerios an "unapproved new drug" because of its marketing and health claims.
Many television commercials for Cheerios have targeted children featuring animated characters (such as an animated Honeybee). Bullwinkle was featured in early 1960's 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 Kid" was a mainstay in their commercials, ranking alongside many characters created for rival Post's cereals. At first, the Kid was a clumsy, absent-minded tinkerer to the annoyance of his girlfriend, Sue, but would find his footing after eating Cheerios.
In later commercials, the Kid and Sue (often just Sue) would get into trouble (at which point Sue would nonchalantly shout "Help, Kid...") and the Cheerios Kid, after eating Cheerios to "power up", would quickly deal with the problem, often in a creative way. The Kid's oat-produced "Go-power" was represented by bulging biceps with an outline of a Cheerios "o" temporarily tattooed on them; in later commercials, Sue also ate the cereal with similar effect, looking like a tiny female bodybuilder as she joined the Kid in action. The Kid and Sue underwent numerous re-designs over the years, with their height and apparent age subject to change; though their voices seemed to remain constant.
The Cheerios Kid was revived briefly in the late 1980s in similar commercials.
In 2012, The Cheerios Kid and Sue were revived in an online internet video that showed how Cheerios Lowered Cholesterol.
In the late 1970s, Cheerios released a series of commercials featuring an animated "stick-man" chasing a yodeling cereal box with the word "Cheerios" emblazoned on the side. The box kept zooming by the stick-man singing "Cheerio-ee-oh-ee-ohs" and "Yummy Oaty-oh-ee-oh-ee-ohs". The man would try unsuccessfully to catch the elusive box before attempting the Cheeri-yodel himself, at which point the box would land by his side.
The Peanuts Gang
During the 1980s, a popular series of Cheerios commercials surfaced, featuring the Peanuts gang and a new slogan, "You're on your toes with Cheerios". Some included:
- Charlie Brown in a baseball game having trouble pitching until Lucy gives him a breakfast of Cheerios, at which point Charlie Brown was actually pitching strikes saying "All I ever needed was a manager".
- Schroeder, wearily playing "Chopsticks" on his piano, is treated to a Cheerios breakfast by Lucy. Soon he's back to his old musical self with Lucy remarking "Supporting the arts is so gratifying."
- Charlie Brown teaches a run-down Franklin how to surf at the beach. After Franklin is treated to a Cheerios breakfast, he quickly learns to surf like a pro and zooms by Charlie Brown, splashing him. Charlie Brown wipes the spray from his face and mutters, "Beginner's luck".
- Peppermint Patty is running out of steam pedaling a tandem bike with Marcie, until receiving a bowl of Cheerios. Soon, Patty is chugging away on the pedals saying "We make a great team, huh, Marcie?" Marcie, lounging in her seat replies, "Indeed we do, Sir."
Spoonfuls of Stories
The Spoonfuls of Stories program, began in 2002, is sponsored by Cheerios and a 50/50 joint venture of General Mills and Simon & Schuster. Five books were published within the program when the book drive occurs.
In 2009, Olympic gold medalist and World Champion gymnast Shawn Johnson became the first athlete featured on the cover of the Cheerios box. The limited edition cereal box was distributed primarily throughout the Midwestern region of the United States exclusively by the Hy-Vee grocery store chain.
In the UK, a new slogan, "Give those O's a go", is featured in ads featuring Stop-Motion/CGI characters.
On May 28, 2013, Cheerios posted a video on YouTube. The commercial showcased a little girl, who was mixed race, a Caucasian mother, and an African-American father. The video started a social outtake on Biracial families in media. Many people stated that the commercial was "racist" and that it was "not the modern family". Due to the negative comments on the video Cheerios disabled comments. Since then, the video has been seen by over 3 million people, accruing 21,000 likes and 2,000 dislikes.
Varieties and flavors
From the late 1970s until the present, General Mills has introduced a succession of cereals that are variation of the original Cheerios. In Europe, unlike America (where it is made solely of oats), the product contains a mixture of four types of Cheerios, each composed of a different grain: corn, oats, rice and wheat. This mixture has a much higher sugar content.
Cinnamon Nut Cheerios and Honey Nut Cheerios
Cinnamon Nut Cheerios was the first departure from original Cheerios in mid-1976. Second was Honey Nut Cheerios, introduced in 1979, marketed to adults as well as children. It is sweeter than the original, with a honey and almond flavor. Cinnamon Nut Cheerios was sold briefly in 1976 and 1977 and was unsuccessful; however, a similar product, "Cinnamon Burst Cheerios," was released in 2011.
- Cheerios (1941)
- Honey Nut Cheerios (1979)
- Apple Cinnamon Cheerios (1988)
- MultiGrain Cheerios (Original in the UK) (released 1992, relaunched 2009)
- Frosted Cheerios (1995)
- Yogurt Burst Cheerios (2005)
- Fruity Cheerios (2006) (Cheerios sweetened with fruit juice)
- Oat Cluster Crunch Cheerios (2007) (sweetened Cheerios with oat clusters)
- Banana Nut Cheerios (2009) (sweetened Cheerios made with banana puree)
- Chocolate Cheerios (2010) (Cheerios made with cocoa)
- Cinnamon Burst Cheerios (2011) (Cheerios made with cinnamon)
- Dulce de Leche Cheerios (2012) (sweetened Cheerios made with caramel)
- MultiGrain Peanut Butter Cheerios (2012) (Multigrain Cheerios with sorghum, not wheat, and peanut butter)
- Snack based Products (see above)
- Cheerios Snack Mix – Original (2008) (Cheerios, Corn Chex, Wheat Chex, round crackers, pretzels and cracker sticks flavored with garlic and onion)
- Cheerios Snack Mix – Cheese (2008) (Cheerios, Corn Chex, Wheat Chex, triangle crackers, pretzels and cracker sticks flavored with cheese)
- Non General Mills derivatives
- Crispy Oats (manufactured by Millville, distributed by ALDI)
- Purely O's (Organic Cheerios, manufactured by General Mills subsidiary Cascadian Farm) (1999)
- Oat Cheerios (UK only, manufactured by Cereal Partners Worldwide, sold under Nestlé brand)
- Joe O's (A Trader Joe's derivative. May be sold directly to Trader Joe's by General Mills )
- Cheerios and X's (no longer available) (1993)
- Team Cheerios (formerly Team USA Cheerios, no longer available) (1996)
- Millenios (Cheerios with "2"-shaped cereal pieces, no longer available) (1999–2000)
- Berry Burst Cheerios (including variations of Strawberry, Strawberry Banana, Cherry Vanilla and Triple Berry, no longer available) (2003)
2009 Drug Claim
In May 2009, The U.S. Food and Drug Administration sent a letter to General Mills indicating that in their view Cheerios was being sold as an unapproved new drug. This was in response to the labeling on the Cheerios box, 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 it marketed Cheerios or apply for federal approval to sell 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 popular culture
- The American psychedelic pop band The Neon Philharmonic referenced Cheerios cereal in their 1969 hit song "Morning Girl."
- Al Jarreau mentions the cereal in his song "Mornin'," from the 1983 album Jarreau
|Wikimedia Commons has media related to Cheerios.|
- "Researchers and General Mills Fight Growing Epidemic of Heart Disease Among Hispanic Americans." BusinessWire HealthWire. 29 March 2001. Look Smart - Find Articles. 22 July 2007.
- Watson, Stephen (December 1, 2012). "General Mills in Buffalo: The smell of jobs and history". The Buffalo News. Retrieved January 4, 2013.
- "General Mills, Inc., Warning Letter" 5 May 2009. Inspections, Compliance, Enforcement, and Criminal Investigations division of the U.S. Food and Drug Administration. http://www.fda.gov/ICECI/EnforcementActions/WarningLetters/ucm162943.htm
- Fine Brothers. "Kids React to Controversial Cheerios Commercial". YouTube. Retrieved July 15, 2013.
- Aiken, Kristen. "The Big Brands Hiding Under Trader Joe's Labels". Huffington Post.
- "Popular cereal is a drug, US food watchdog says". AFP News. 12 May 2009. Archived from the original on 19 May 2009.
- "The Neon Philharmonic Lyrics Morning Girl". lyricstime.com. Retrieved 10 November 2012.