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'''Cheerios''' is a [[brand]] of [[breakfast cereal]]. Cheerios was first produced on June 19, 1941 and is marketed by the [[General Mills]] cereal company of [[Golden Valley, Minnesota|Golden Valley]], [[Minnesota]], as the first [[oat]]-based, ready-to-eat cold cereal. It was called Cheeri Oats at first, later changed to Cheerios because of a trade name dispute with [[Quaker Oats]].<ref>"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. http://findarticles.com/p/articles/mi_m0EIN/is_2001_March_29/ai_72428222</ref> The name fit the "O" shape of the cereal pieces. In some other countries, including the [[United Kingdom]], it is sold by [[Cereal Partners Worldwide|Cereal Partners]] under the [[Nestlé]] brand. This was also the case until mid-2009 in Australia and New Zealand, but Cheerios are now branded as an [[Uncle Tobys]] product. In 2008, Cheerios released a line of Snack Mix, in Original and Cheese flavors. All Cheerios shipped to the east coast of the United States are manufactured in 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.<ref name=FDA />
'''Cheerios''' is a [[brand]] of [[breakfast cereal]]. Cheerios was first produced on June 19, 1941 and is marketed by the [[General Mills]] cereal company of [[Golden Valley, Minnesota|Golden Valley]], [[Minnesota]], as the first [[oat]]-based, ready-to-eat cold cereal. It was called Cheeri Oats at first, later changed to Cheerios because of a trade name dispute with [[Quaker Oats]].<ref>"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. http://findarticles.com/p/articles/mi_m0EIN/is_2001_March_29/ai_72428222</ref> The name fit the "O" shape of the cereal pieces. In some other countries, including the [[United Kingdom]], it is sold by [[Cereal Partners Worldwide|Cereal Partners]] under the [[Nestlé]] brand. This was also the case until mid-2009 in Australia and New Zealand, but Cheerios are now branded as an [[Uncle Tobys]] product. In 2008, Cheerios released a line of Snack Mix, in Original and Cheese flavors. All Cheerios shipped to the east coast of the United States are manufactured in 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.<ref name=FDA />


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==Advertising==
Cheerios is popular among children. Many of the television commercials for Cheerios have targeted children and have included animated characters (such as an animated Honeybee). Also, [[Hoppity Hooper]] was featured in ads briefly.

====The Cheerios Kid====
Beginning in the mid-1950s and continuing through the early 1970s, "The Cheerios Kid" was a mainstay in their commercials, ranking alongside most of the characters created for rival [[Kellogg's]] cereals. At first, the Kid was a clumsy, absent-minded tinkerer much to the annoyance of his girlfriend, Sue, but was able to find his footing after eating Cheerios.
In later years, the Kid became more of a heroic figure with Sue by his side. In numerous commercials, the Kid and Sue (more often just Sue) would get into trouble (at which point Sue would nonchalantly shout "Help, Kid...") and the Cheerios Kid, after eating his cereal to "power up", would quickly deal with the problem, often in a rather creative way.

The Cheerios Kid was revived briefly in the late 80s with similar commercials.

===="Just Cheeri-yodel"====
In the late 1970s, Cheerios released a series of commercials that featured an animated "stick-man" chasing a [[yodel]]ing cereal box with the word "Cheerios" written 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. Later commercials would be of stick-man figures in varying situations (on a pogo stick, beating a bass drum in a marching band, etc.) beginning to feel run down because they did not eat a good breakfast, at which point the yodeling Cheerios box would fly by with a reminder, after which they would be back at their peak.

====The Peanuts Gang====
[[Image:Cheerios.png|thumb|A bowl of Cheerios.]]
During the [[1980]]s, a popular series of Cheerios commercials surfaced featuring the [[Peanuts]] gang and a new slogan, "You're on your toes with Cheerios". Some of them included:
*[[Charlie Brown]] in a baseball game having trouble pitching until [[Lucy van Pelt|Lucy]] gives him breakfast with Cheerios, at which point Charlie Brown was actually pitching strikes saying "All I ever needed was a manager".
*[[Schroeder (Peanuts)|Schroeder]], wearily playing [[Chopsticks (music)|"Chopsticks"]] on his piano, is treated to a similar breakfast by Lucy. Afterwards he's back to his old musical self with Lucy remarking "Supporting the arts is so gratifying."
*Charlie Brown teaches a run-down [[Franklin (Peanuts)|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 off his face and mutters, "Beginners Luck".
*[[Peppermint Patty]] is running out of steam pedaling a [[tandem bike]] with [[Marcie (Peanuts)|Marcie]] until Cheerios. Afterwards, Patty is chugging away on the pedals saying "We make a great team, huh, Marcie?" Marcie, lounging away in her seat replies, "Indeed we do, Sir."

===Shawn Johnson===
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.<ref>http://archives.chicagotribune.com/2008/dec/13/local/chi-ap-ia-johnsoniowa1stld-</ref>

=== UK 2009 ===
In the UK, a new slogan, "Give those O's a go", is now used, with ads featuring Stop-Motion/CGI characters


== Varieties and flavors==
== Varieties and flavors==

Revision as of 21:03, 26 April 2010

File:Wiki cheerios.jpg
A box of Cheerios breakfast cereal.

Template:Infobox nutrition facts

Cheerios is a brand of breakfast cereal. Cheerios was first produced on June 19, 1941 and is marketed by the General Mills cereal company of Golden Valley, Minnesota, as the first oat-based, ready-to-eat cold cereal. It was called Cheeri Oats at first, later changed to Cheerios because of a trade name dispute with Quaker Oats.[1] The name fit the "O" shape of the cereal pieces. In some other countries, including the United Kingdom, it is sold by Cereal Partners under the Nestlé brand. This was also the case until mid-2009 in Australia and New Zealand, but Cheerios are now branded as an Uncle Tobys product. In 2008, Cheerios released a line of Snack Mix, in Original and Cheese flavors. All Cheerios shipped to the east coast of the United States are manufactured in 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.[2]

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Varieties and flavors

From the late 1970s until the present, General Mills has introduced a succession of cereals that are versions of the original Cheerios.

Honey Nut Cheerios

Main article: Honey Nut Cheerios

Honey Nut Cheerios is a variation of Cheerios introduced in 1979 geared towards adults as well as children. As the first Cheerios variation, it is sweeter than the original, with a honey and almond flavor.

Other varieties

  • Apple Cinnamon Cheerios (1988)
  • MultiGrain Cheerios (1992,2009-2010)
  • Frosted Cheerios (1995)
  • Yogurt Burst Cheerios (2005)
  • Cheerios and X's (no longer available) (1993)
  • Team Cheerios (formerly Team USA Cheerios, no longer available) (1996)
  • Purely O's (organic Cheerios, manufactured by General Mills' subsidiary Cascadian Farms) (1999)
  • Millenios (Cheerios with two-shaped cereal pieces, no longer available) (1999–2000)
  • Berry Burst Cheerios (including variations of Strawberry, Strawberry Banana, Cherry Vanilla and Triple Berry) (2003)
  • Fruity Cheerios (2006) (Cheerios sweetened with real fruit juice.)
  • Oat Cluster Crunch Cheerios (2007) (sweetened Cheerios with oat clusters)
  • Cheerios Snack Mix – Original (2008) (Cheerios, Corn Chex, Wheat Chex, round crackers, pretzels and cracker sticks in a garlic and onion flavor powder)
  • Cheerios Snack Mix – Cheese (2008) (Cheerios, Corn Chex, Wheat Chex, triangle crackers, pretzels and cracker sticks in a cheese flavor powder)
  • Banana Nut Cheerios (2008)
  • Oat Cheerios (UK, only oat)
  • Chocolate Cheerios (2010)

Labeling controversy

In May 2009, The U.S. Food and Drug Administration sent a letter[2] to General Mills indicating that in their view Cheerios was being sold as an unapproved new drug. This was in response the labeling of 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 1 1/2 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 either 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 the claims about lowering cholesterol had been featured on the box for two years.[3]


References

  1. ^ "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. http://findarticles.com/p/articles/mi_m0EIN/is_2001_March_29/ai_72428222
  2. ^ a b "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
  3. ^ "Popular cereal is a drug, US food watchdog says" "AFP News". 12 May 2009. http://ca.news.yahoo.com/s/afp/090512/health/health_us_food_medicine

See also

External links

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