General Mills launches Multi Grain Cheerios Peanut Butter cereal

Nevin Barich

MINNEAPOLIS , January 24, 2012 (press release) – Dieting can mean a balance of give and take. And while many Americans crave the salty-sweet taste of peanut butter, a new survey* reveals they might completely avoid it in an effort to lose weight.

Now, consumers can enjoy the rich, indulgent flavor of peanut butter without derailing their diets, thanks to the new Multi Grain Cheerios® Peanut Butter cereal. The first line extension of the Multi Grain Cheerios brand has five tasty whole grains and 110 calories per serving. In addition, it provides 16 grams of whole grain per serving (at least 48 grams recommended daily). As part of a sensible diet, this cereal can help people meet the daily recommended amount of whole grain while still watching their weight and enjoying the flavors they love. This is because people who choose more whole grain tend to weigh less than those who don’t.

“We wanted to introduce a great-tasting cereal that would appeal to those peanut butter fans who want to stay trim without sacrificing taste,” said Meredith Tutterow, Multi Grain Cheerios Marketing Manager. “Now people don’t have to deprive themselves of delicious peanut butter flavor when watching their weight because Multi Grain Cheerios Peanut Butter delivers on the taste they love.”

Peanut Butter by the Numbers

In a national online survey, more than half of respondents said they wish more foods had a peanut butter flavor. Nearly 70 percent identify peanut butter as a tasty treat, but 45 percent don’t believe it can be incorporated into a healthy diet.

Other findings of the new Cheerios survey:

* 40 percent turn to peanut butter to satisfy cravings for something sweet.
* 25 percent of respondents would find peanut butter difficult to live without, but the same percent would avoid the salty-sweet flavor when trying to lose weight.
* On average, Americans crave peanut butter three times a week.

Beyond the Breakfast Bowl

Importantly, peanut butter isn’t limited to afternoon snacktime. Peanut butter-eating Americans would like to incorporate the flavor into breakfast (38%), lunch (47%) and even late-night snacks (48%). The lightly sweetened Multi Grain Cheerios Peanut Butter is a perfect sweet-tooth fix that can be savored any time of day and won’t ambush a diet.

Multi Grain Cheerios Peanut Butter is flavored with real creamy peanut butter, providing a balance of sweet and salty. To learn more, visit http://www.cheerios.com/Products/Multi-Grain-Cheerios-Peanut-Butter.

About Cheerios

Cheerios, America's No. 1 cereal franchise, debuted in 1941 as Cheerioats. The nation's first ready-to-eat oat cereal has since become one of the most trusted and recognized brands in America. In fact, one of every eight boxes of cereal sold in America is a box of Cheerios. General Mills' popular franchise includes Cheerios, Honey Nut Cheerios, Multi Grain Cheerios, Frosted Cheerios, Apple Cinnamon Cheerios, Fruity Cheerios, Cheerios Crunch, Yogurt Burst Cheerios, Banana Nut Cheerios, Cinnamon Burst Cheerios, Chocolate Cheerios, Dulce de Leche Cheerios and Multi Grain Cheerios Peanut Butter. For more information, go to www.cheerios.com.

About General Mills

One of the world's leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Yoplait, Cascadian Farm, Muir Glen, and more. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2011 global net sales of US $16.1 billion, including the company’s $1.2 billion proportionate share of joint venture net sales.

*About the Survey

The survey was conducted for Multi Grain Cheerios Peanut Butter by Kelton Research between December 13 and December 21, 2011 using an email invitation and an online survey. A total of 1,059 adults 18 and over without nut allergies completed the survey. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 97 in 100 that a survey result will not vary, plus or minus, by more than 3 percentage points from the result.

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