www.whyville.net Nov 21, 2004 Weekly Issue

Times Writer

Uh-oh, Cheerios!

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What comes to mind when I say "Cheerios"? Maybe you think of a bright yellow box, a red, heart shaped bowl, and a slogan that says, "May lower your cholesterol!" But, you know, there really is more to this seemingly ordinary breakfast cereal....

Cheerios, America's first ready-to-eat oat cereal, was introduced to consumers in 1941. It was originally called Cheerioats, and their first spokes-character was Cheeri O'Leary. General Mills, the makers of Cheerioats, attempted to make breakfast part of ordinary American culture.

After changing the name to Cheerios in 1945, General Mills continued to employ aggressive marketing techniques to sell Cheerios, and they prevailed to marvelous extent. Today, 1 in every 11 boxes of cereal sold is a Cheerios product.

Children age 5 and under consume 23% of all Cheerios, making them Cheerios' primary targeted youth population. The members of the Cheerios family include Honey Nut Cheerios, Apple Cinnamon Cheerios, Multi-Grain Cheerios, Frosted Cheerios, and Team Cheerios. I predict more are to come in the near future, with a still-growing mass production line.

Zuit suits and Cheerios became all the rage in the mid-'40s! However, many people restrained from eating the great new cereal back then because oats were supposedly "horse food." But as time went on, and Opey grew into Richie, Cheerios became a household favorite. "Go with the Goodness of Cheerios" became the new slogan in the early '60s. They were promoted as the grain highest in protein, and increased the popularity of whole grain and oats.

"Woah, Bessy! Gimme some of that grain!"

Since Cheerios' first debut, the circular cereal has become more and more of a family favorite. In 2001, Cheerios celebrated its 60th anniversary, bringing back memories of the past great 60 years.

And you know, they really are "Cheery Little O's of Oats."

To get even cheerier, check out these websites:



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