General Mills launches Dulce de Leche Cheerios as its new cereal flavor

MINNEAPOLIS , January 4, 2012 (press release) – Cheerios is adding some excitement to breakfast tables everywhere with its newest cereal flavor, Dulce de Leche Cheerios. Traditionally used in Latin American desserts, dulce de leche is a caramel flavor now available in a breakfast treat that will help moms give their families a tasty and healthy start to the day.

“We are really excited about our new flavor as it combines a hint of the delicious caramel flavor rooted in Latin American culture to the already great-tasting, wholesome Cheerios we all know and love,” said Jim Wilson for General Mills. “And the best part of our new breakfast treat is that Dulce de Leche Cheerios provides a healthy start to your day like any of our other Cheerios varieties.”

The new Cheerios flavor contains 39 percent of the recommended daily amount of whole grain1. And for families wanting to enjoy the newest Cheerios flavor outside the traditional bowl of milk, Cheerios has created the following recipes that the whole family will enjoy making and eating together:

* Dulce de Leche Cheerios Snack Mix
* Dulce de Leche Popcorn Balls
* Dulce de Leche No-Bake Snack Bars
* Dulce de Leche Apple Bread
* Dulce de Leche Cheerios Parfait
* Dulce de Leche No-Bake Cheesecake

“Dulce de leche has always been a staple at my house especially when it comes to desserts. It’s a delicious flavor that I’ve always loved, so naturally I was excited to hear that it was moving beyond the traditional dessert plate and onto the breakfast table,” said Marcela Valladolid, chef, author and Food Network TV host. “My son and I enjoy adding this new, flavorful and nutritious option to our breakfast routine and we especially love making the recipes. Families everywhere are going to love the newest member of the Cheerios family!”

Dulce de Leche Cheerios cereal is now available in grocers’ cereal aisles nationwide for a suggested retail price of $3.99. To learn more about Dulce de Leche Cheerios cereal, please visit www.Cheerios.com.

About General Mills

General Mills is one of the world’s leading food companies, operating in more than 100 countries. Its consumer brands include Cheerios, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Progresso and Old El Paso. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2011 net sales of US$14.9 billion.

1 According to the 2010 Dietary Guidelines for Americans, the daily recommended amount of whole grain for most people is at least 3-ounce equivalents, which is equal to 48 grams. Dulce de Leche Cheerios has 19 grams of whole grain per serving.

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