Cheerios

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Nutrition facts
Serving size 1 cup (28g)
Servings per container 9
Amount per serving
Calories 100Calories from fat 15
% Daily value*
Total fat 2 g3%
   Saturated fat 0 g0%
   Trans fat 0 g
Cholesterol 0 mg0%
Sodium 140 mg6%
Potassium 170 mg5%
Total carbohydrate 20 g7%
   Dietary fiber 3 g1%
   Sugars 1 g
Protein 3 g
Vitamin A10%     Vitamin C10%
Calcium10%     Iron45%
*Percent daily values are based on a 2,000‑calorie diet. Your daily values may be higher or lower depending on your calorie needs.
 
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For the brand of cocktail sausages in Australia and New Zealand, see Saveloy. For the characters from the television series Glee, see Sue Sylvester.
A box of Cheerios breakfast cereal.
Nutrition facts
Serving size 1 cup (28g)
Servings per container 9
Amount per serving
Calories 100Calories from fat 15
% Daily value*
Total fat 2 g3%
   Saturated fat 0 g0%
   Trans fat 0 g
Cholesterol 0 mg0%
Sodium 140 mg6%
Potassium 170 mg5%
Total carbohydrate 20 g7%
   Dietary fiber 3 g1%
   Sugars 1 g
Protein 3 g
Vitamin A10%     Vitamin C10%
Calcium10%     Iron45%
*Percent daily values are based on a 2,000‑calorie diet. Your daily values may be higher or lower depending on your calorie needs.

Cheerios is an American brand of breakfast cereals manufactured by General Mills. 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.

History[edit]

Cheerios was introduced on May 1, 1941 as CheeriOats.[1] The name was changed to Cheerios in 1945 due to a trade name dispute with Quaker Oats. Cinnamon Nut Cheerios was the first departure from original Cheerios in mid-1976. Second was Honey Nut Cheerios, introduced in 1979.[2]

Manufacturing[edit]

All Cheerios shipped to the eastern coast of the United States and eastern Canada are manufactured at the General Mills plant in Buffalo, New York.[3] In 2009, a dispute developed, regarding the FDA considering Cheerios an "unapproved new drug" because of its marketing and health claims.[4]

In January 2014, General Mills announced that it will halt the use of genetically modified ingredients in original Cheerios.[5]

Advertising[edit]

Many television commercials for Cheerios have targeted children featuring animated characters (such as an animated Honeybee). Bullwinkle was featured in early 1960s commercials; being his usual likably klutzy self; 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!" Also, Hoppity Hooper was featured in ads in the mid-1960s, as General Mills was the primary sponsor of his animated program.

The Cheerios Kid[edit]

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 online internet video that showed how Cheerios "can lower cholesterol".[6][7]

Spoonfuls of Stories[edit]

The Spoonfuls of Stories program, began in 2002, is sponsored by Cheerios and a 50/50 joint venture of General Mills and Simon & Schuster. Mini-size versions of Simon & Schuster children's books are published within the program when the book drive occurs.[8][9] The program also includes a New Author contest; winners' books are published in miniature, in boxes of Cheerios.[10][11]

Shawn Johnson[edit]

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.[12][13]

Just Checking[edit]

In 2013, a Cheerios commercial aired, titled "Just Checking," showcasing an interracial family. The commercial received unintentional infamy, and many were angry that the commercial showed a biracial family. This was so extreme to the extent where YouTube disabled the ability to comment on the video. However, there was a larger outcry towards the critics of the ad, and many users on YouTube defended the statement being made. The same year, Ben and Rafi Fine, known as The Fine Brothers, featured the commercial on their weekly series "Kids React." In 2014, General Mills released a Super Bowl ad titled "Gracie," featuring the same family. Both commercials were given mostly positive reviews, and served as social commentaries as much as advertising.

Products[edit]

Discontinued products[edit]

2009 FDA demand[edit]

In May 2009, The U.S. Food and Drug Administration sent a letter[4] to General Mills indicating that Cheerios was being sold as an unapproved new drug, due to labeling 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 1½ 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 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 claims about lowering cholesterol had been featured on the box for two years.[20] In 2012, the FDA followed up with a letter approving changed labeling, declaring all other 2009 matters "moot", and requiring "no further action."[21]

In popular culture[edit]

See also[edit]

References[edit]

  1. ^ "Researchers and General Mills Fight Growing Epidemic of Heart Disease Among Hispanic Americans." BusinessWire HealthWire. March 29, 2001. The Free Library. March 8, 2014.
  2. ^ Elliott, Stuart (June 27, 2011). "7 Agencies Will Tell You This Cereal Is No. 1". The New York Times. 
  3. ^ Watson, Stephen (December 1, 2012). "General Mills in Buffalo: The smell of jobs and history". The Buffalo News. Retrieved January 4, 2013. 
  4. ^ a b "Warning Letters - General Mills, Inc. 5/5/09". Inspections, Compliance, Enforcement, and Criminal Investigations. U.S. Food and Drug Administration. 
  5. ^ Walsh, Bryan (20 January 2014). "Cheerios has ditched GMOs. Does it matter?". Time 183 (2): 15. "The whole-grain oats that are the main ingredient of Cheerios have always been GMO-free, but General Mills is now ensuring that the sugar and cornstarch used in the cereal come from non-GMO sources." 
  6. ^ Schultz, E.J. (September 17, 2012). "General Mills Brings Back Green Giant, Cheerios Kid In Nostalgic Appeal". Advertising Age. 
  7. ^ 1950s-1970s Cheerios Commercials (The Cheerios Kid). YouTube. November 28, 2010. 
  8. ^ "Cheerios - Spoonsful of Stories". Simon and Schuster. Retrieved January 3, 2014. 
  9. ^ Beder, Sharon. "Sponsorship and Donations - Book Donations". Business Managed Democracy. Retrieved January 4, 2013. 
  10. ^ "The Lost (and Found) Balloon by Celeste Jenkins, Maria Bogade". GoodReads.com. Retrieved January 4, 2013. 
  11. ^ "Cheerios - Spoonsful of Stories - New Author Contest". Simon and Schuster. Retrieved January 3, 2014. 
  12. ^ "Front sports briefs". Dubuque Telegraph Herald. The Associated Press. December 14, 2008 – via HighBeam. 
  13. ^ "Special Promotions - Shawn Johnson Cheerios Box". Hy-Vee.com. Archived from the original on May 21, 2011. 
  14. ^ Aiken, Kristen (February 12, 2013). "The Big Brands Hiding Under Trader Joe's Labels". Huffington Post. 
  15. ^ "COMPANY NEWS: Cheerios and X's; How to Play With Cereal, But Without the Milk". The New York Times. June 23, 1993. 
  16. ^ Tatum, Kevin (May 29, 1997). "Breakfast With Northampton's Champs. 1996 Softball Squad Depicted On Cereal Box". Philadelphia Inquirer. 
  17. ^ Schevitz, Tanya (February 25, 1998). "Cereal Toasts De La Salle / Football team lauded on Cheerios box for victory record". San Francisco Chronicle. 
  18. ^ Hoye, Sue (December 28, 1999). "Marketing 2000 as the millennium". CNN. 
  19. ^ "Cheerios cereal celebrates its 70th birthday". KABC-TV Los Angeles, CA. June 24, 2011. 
  20. ^ "Popular cereal is a drug, US food watchdog says". AFP News. May 12, 2009. Archived from the original on May 19, 2009. 
  21. ^ "Letter to General Mills Concerning Cheerios Toasted Whole Grain Oat Cereal Labeling". Office of Foods and Veterinary Medicine. U.S. FDA. May 3, 2012. 
  22. ^ "The Neon Philharmonic Lyrics Morning Girl". lyricstime.com. Retrieved November 10, 2012. 

External links[edit]