|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 0.5 g||3%|
|Trans fat 0 g|
|Cholesterol 0 mg||0%|
|Sodium 140 mg||6%|
|Potassium 180 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. It was manufactured in 1941 and was originally called CheeriOats.
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, introduced in 1979. Successful marketing led General Mills to become highly successful and sell approximately 1.8 million cases of Honey Nut Cheerios in its first year alone.
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.
In January 2014, General Mills announced that it will halt the use of genetically modified ingredients in original Cheerios. In February 2015, the company announced they would be making 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 during transportation.
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 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 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. Mill Creek Entertainment has the DVD of The Cheerios Kid and Sue Commercials in August 2015.
Spoonfuls of Stories
The 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 & Schuster children's books are published within the program when the book drive occurs. The program also includes a New Author contest; 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 chain.
In 2013, a Cheerios commercial aired, titled "Just Checking," showcasing an interracial family in which a daughter asks her mother if Cheerios is good for the heart, as her father mentioned, and 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 (the daughter having taken her father's words literally). The commercial received unintentional infamy, and many were angry that the commercial showed a biracial family. This was so extreme to the extent where General Mills disabled the ability to comment on the video. However, there was a larger outcry towards the racist critics of the ad, and many users on YouTube defended the statement being made. The same year, Ben and Rafi Fine, known as The Fine Brothers(Jewish), featured the commercial on their weekly series "Kids React", in which the kids reacted bewildered from learning of the negative, racial criticism. In 2014, General Mills released a Super Bowl ad titled "Gracie", featuring the same family: in the commercial, the father (using Cheerios) mentions to the daughter of a new baby coming (the mother is pregnant) and the daughter accepts - as long as they also get a puppy; the father agrees while the mother looks a little surprised. Both commercials were given mostly positive reviews, and serves as social commentaries as much as advertising.
|This section does not cite any references (sources). (January 2014)|
- Cheerios and X's (1993)
- Team 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 caramel)
2009 FDA demand
• "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 2012, the FDA followed up with a letter approving changed labeling, declaring all other 2009 matters "moot", and requiring "no further action."
In November 2015, The Center for Science in the Public Interest, a non-profit consumer advocacy group, filed a class action lawsuit against General Mills on 9th November 2015, alleging the cereal manufacturer is misleading customers about one of its latest products, Cheerios Protein.
Bel Marra Health reports, "Michael Jacobson, Ph.D., from the Center for Science in the Public Interest (CSPI) said, 'The overall impression of the box is that the cereal has a lot more protein than traditional Cheerios, but when you look at the nutrition label, it’s clear that Protein Cheerios has only a little bit more protein, and a lot more sugar. We think that’s very deceptive'... When comparing the two Cheerios varieties, Cheerios Protein contains seven grams of protein and 17 grams of sugar and regular Cheerios has three grams of protein with only one gram of sugar. The minimal difference in protein between the two cereals doesn’t warrant General Mills to place the word ‘protein’ in bold letters. Furthermore, the average American consumes 80 grams of protein a day, even though recommendations are only 56 grams for men and 46 grams for women,".
|Wikimedia Commons has media related to Cheerios.|
- "Researchers and General Mills Fight Growing Epidemic of Heart Disease Among Hispanic Americans." BusinessWire HealthWire. March 29, 2001. The Free Library. March 8, 2014.
- Elliott, Stuart (June 27, 2011). "7 Agencies Will Tell You This Cereal Is No. 1". The New York.
- Watson, Stephen (December 1, 2012). "General Mills in Buffalo: The smell of jobs and history". The Buffalo News. Retrieved January 4, 2013.
- "Warning Letters - General Mills, Inc. 5/5/09". Inspections, Compliance, Enforcement, and Criminal Investigations. U.S. Food and Drug Administration.
- 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.
- Schultz, E.J. (September 17, 2012). "General Mills Brings Back Green Giant, 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 HighBeam.
- "Special Promotions - Shawn Johnson 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.
- "COMPANY NEWS: Cheerios and X's; 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 box for victory record". San Francisco Chronicle.
- Hoye, Sue (December 28, 1999). "Marketing 2000 as the millennium". CNN.
- "Cheerios cereal celebrates its 70th birthday". KABC-TV Los Angeles, CA. June 24, 2011.
- "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.
- "Cheerios Protein Has Just 'Smidgen' More Protein Than Original, 17 Times the Sugar, Suit Says". ABC News. Nov 10, 2015.
- "Cheerios lawsuit for misleading consumers". Bel Marra Health. Nov 16, 2015.