Cheerios

**Cheerios** is an American brand of cereal manufactured by General Mills, consisting of pulverized oats in the shape of a solid torus. 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 first manufactured in 1941 as **CheeriOats**.

## History

Cheerios was introduced on May 1, 1941, as "CheeriOats". The name was shortened to "Cheerios" in 1945. Its production was based upon the extrusion process invented for Kix in 1937.

In 1976, "Cinnamon Nut Cheerios" was the first departure from the original flavor of Cheerios, over 30 years after the cereal was created; the second was "Honey Nut Cheerios", introduced in 1979. General Mills sold approximately 1.8 million cases of Honey Nut Cheerios in its first year.

## Ingredients

In January 2014, General Mills announced that it would halt the use of genetically modified ingredients in original Cheerios. In February 2015, the company announced that it would be making Cheerios totally 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 to the General Mills plant in Buffalo, New York along Lake Erie.

## Advertising

Many television commercials for Cheerios have targeted children, featuring animated characters (such as a Honeybee). Bullwinkle was featured in early 1960s commercials, with 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!" Hoppity Hooper was also featured in ads in the mid-1960s; General Mills was the primary sponsor of his animated program. From 1969 to 1972, the Cheerios kid and Sue encounter a villain and flee from it and the Cheerios kid pours the cereal into a bowl and the jingle "Get yourself go" plays. The Cheerios go into a spiral and into the Kid's muscles then the Kid and Sue escape and track down the villain and the Cheerios kid says his catchphrase "Get Cheerios." The jingle borrows the tune of The Monkees's "I’m a Believer" and "A Little Bit Me, a Little Bit You" which were released 3 years prior.

### 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 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, along with clips of the Honey Nut Cheerios bee's early commercials.

### Peanuts[edit]

In 1984 and 1985, characters from the comic strip Peanuts were featured in many Cheerios commercials. In the commercials, the characters become tired at the middle of something (e.g. a dance lesson, playing tennis), but then another character tells them that they didn't have a healthy Cheerios breakfast. Then, at the end of the commercial, the character would be energized, followed by children singing "You're on your toes with Cheerios!"

### Spoonfuls of Stories

The Spoonfuls of Stories program, begun in 2002, is sponsored by Cheerios and a 50/50 joint venture of General Mills and Simon & Schuster. Mini-sized 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 inside boxes of Cheerios.

### Shawn Johnson

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.

### Just Checking

In 2013, a Cheerios commercial aired, titled "Just Checking," showcasing an interracial family in which a daughter asks her mother (white) if Cheerios is good for the heart, as her father (black) mentioned. The mother says the cereal is good according to the box which states that the whole grain oats lower cholesterol. The next scene features the father waking up as a pile of Cheerios spill down his chest, which the daughter placed there having taken her father's words literally. The commercial received unintentional notoriety due to the racist anger at the commercial showing a biracial family. This was so extreme that General Mills disabled further comments on the video. In 2014, General Mills released a Super Bowl ad titled "Gracie," featuring the same family: in the commercial, the father, using Cheerios to illustrate his meaning, tells the daughter that a new baby is coming, that her mother is pregnant, and the daughter accepts – as long as they also get a puppy and the father agrees while the mother looks a little surprised.

### Vortexx

To promote the premiere of the Vortexx Saturday morning block on The CW Television Network in August 2012, special boxes of Cheerios were branded as "Vortexx O's," complete with the schedule on the back, and the wordmark plastered on one of the Vortexx promotional backgrounds. Toys were also included in the box, featuring John Cena, Iron Man, and the Pink Power Ranger.

### Good Goes Around

In 2017, Latrell James was hired to sing a song for a new Cheerios commercial, with the refrain "Good goes around and around and around."

### Murray the Brave

In May 2020 during the COVID-19 pandemic in Canada it partnered with Food Banks Canada to do a tribute to food bank workers.