General Mills launches first new cereal in 15 years

MINNEAPOLIS -- General Mills unveiled its first new cereal brand in more than a decade this week, Tiny Toast, which comes in Blueberry and Strawberry varieties.

Shaped like small pieces of toast and sprinkled with blueberries and strawberries, Tiny Toast arouses the senses of taste and smell thanks to real fruit, says Mike Evenson, product developer in our Innovation, Technology and Quality division.

“People told us that both varieties tasted real, and not fake like they typically associate with fruit-flavored cereals,” Evenson said. “We heard from several consumers that the Blueberry Tiny Toast tastes like a blueberry muffin, which is just awesome praise. That’s exactly what we were going for. When we heard that, we knew we were on to something good.”

General Mills says Tiny Toast was created to have an all-family appeal similar to Honey Nut Cheerios and Cinnamon Toast Crunch. Tiny Toast has no artificial flavors or colors, while containing no high fructose corn syrup, General Mills said. 

It is is General Mills’ first new cereal brand since 2001, when it introduced the since discontinued Harmony cereal. Basic 4, which debuted in 1991, is the last newly branded cereal that remains part of its cereal portfolio.

During the last 25 years, General Mills has launched dozens of new cereals. However, those cereals arrived via extensions of existing brands or licensing agreements, such as Reese’s Puffs.

Tiny Toast debuts on retail shelves this month.