Cheerios Is Getting ‘Competitive’ With New Cereal

Cheerios is expanding its cereal offerings in a move that fans say is an effort to stay “competitive.”

On Dec. 12, the breakfast food brand announced that it was rolling out two new versions of classic flavors that have an increased amount of protein.

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The new Cheerios Protein cereals, which come in cinnamon and strawberry flavors, are packed with 8 grams of protein per serving. The new items, which will be available nationwide later this month, have a suggested retail price of $5.39 for the large box and $5.69 for the family box.

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Fans on Reddit spoke candidly about the offering, commenting on a post on the r/cereal subreddit that they “miss the old Cheerios Protein cereals...I'm hoping these are good though!”

Another fan chimed in to say that the brand’s motivation appears to be in the interest of market competition. “Gotta up that protein content to be competitive,” they wrote.

Others commented on the shape of the cereal itself, noting that the hollow discs appear thicker than regular Cheerios in a promotional image. “The shape is so weird,” said one fan, with another agreeing that “They look like giant beads.”

Expanding into the protein game is nothing new for Cheerios’ parent company, General Mills. This year also saw the introduction of protein-packed versions of fan-favorite items including Wheaties cereal, Yoplait yogurt, and Annie’s macaroni and cheese.

Emilie Knox, vice president and business unit director, Morning Foods at General Mills, said in a press release that “starting the day off with additional protein can help our consumers meet their nutritional needs — especially with a reliable and delicious option from a brand they already know and love.”

The same press release noted that 71% of consumers are “trying to eat more protein in their diets.”

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