Cheerios turn 70; iconic cereal endures, sells
Carolyn Thompson
Associated Press
June 24, 2011
BUFFALO, N.Y. — Here's a little quiz for the breakfast table:
What is the most popular cereal brand in American grocery stores?
Hint: It's been General Mills' top name since 1951.
Another hint: If you're a parent, you've vacuumed it from the minivan and under the high-chair cushion by the cupful.
The answer, of course, is Cheerios.
The iconic cereal, known by its distinctive yellow box, is 70 years old this year and still a force on the breakfast cereal market. One out of every eight boxes of cereal to leave the shelf in America carries the Cheerios name.
"They've been around since the beginning of man, right?" said Kathy Scott in Cape Coral, Fla. For her, the cereal's linked to memories of childhood Saturday morning cartoons.
"My mother was very old-fashioned, a stay-at-home mom," Scott, 50, said, "She made breakfast every morning, but on Saturday morning we were allowed to have cereal. Throw some fruit in there, sit on the floor and watch cartoons."
Cheerios facts
•1 in every 8 boxes of all cereal sold in the U.S. are Cheerios.
•More than 10 shapes and sizes were considered before the current "o."
•It would take approximately 3,155,524,416 Cheerios to circle the earth.
•General Mills sold 1.8 million cases (each containing 12 boxes) in the first year, 1941.
•Cheerios are made with same"puffing gun" technology used to create Kix cereal in 1937. Balls dough are heated and shot out of a gun at hundreds of miles an hour to make the "o."
•Four years after their debut, Cheerioats were renamed Cheerios.
•In 1979, Honey Nut Cheerios were introduced, followed by Apple Cinnamon Cheerios in 1988, MultiGrain Cheerios in 1992, Frosted Cheerios in 1995, Berry Burst Cheerios in 201 and Chocolate Cheerios in 2010.
•Honey Nut Cheerios have outsold the originals since 2009.
Source: General Mills and Cheerios.com
The tradition repeated itself with her own two children.
"Saturday morning cartoons and Cheerios," she said.
To make Cheerios, balls of dough are heated and shot out of a "puffing gun" at hundreds of miles an hour, according to General Mills. The company's waterfront plant in Buffalo has been firing them off since 1941, often cloaking the city with a distinctive toasty-with-a-sweet-finish aroma and inspiring T-shirts announcing "My city smells like Cheerios." More than 10 shapes and sizes were considered before the makers settled on little Os.
Since then, the company's introduced several new flavors, starting with Honey Nut in 1979 and last year, chocolate.
In 2009, sales of Honey Nut Cheerios surpassed the original flavor for the first time and remain in the top spot today.
But Kathleen Dohl, 30, sticks to the originals, the ones she refers to as the "old-school, yellow box, plain Jane" variety. She buys it in bulk at Sam's Club to keep her 6- and 3 year olds happy.
"That's one of the first 'real people' foods that they ate," the Chester, Va., mother said.
"They know when we're having a morning where we're running late, they're like, 'can I get a snack bag of Cheerios?'" she said, "because it's something I can't say no to. I can say no to chips. I can say no to candy. I can say no to a dozen other things, but a snack bag of Cheerios? How can you say no to that?"
So yes, she's cleaned them out of the car seats.
"At least they're not sticky," she said, "so that's a plus. And they're not so colorful. Once you grind them in they just look like the rest of the dirt, they don't look neon-colored."
General Mills began advertising Cheerios (first called Cheerioats) as a first food for toddlers in 1974. Since 1999, the company has focused on promoting the cereal as healthy; it's made from whole-grain oats, with 3 grams of fiber and 1 gram of sugar per serving. But in 2009, federal regulators took issue with the cereal box's claim that it was "clinically proven to help lower cholesterol." In a warning letter, the Food and Drug Administration said only FDA-approved drugs can make such a claim.
General Mills, in its response, stood by the claims and said the FDA's complaints dealt with how the language appears on the box, not the cereal itself. The case is still open, an FDA spokeswoman said.
"I went through a phase in high school where I drank Coca-Cola and carried around a box of Cheerios in my back pack," said Dohl, whose course schedule and yearbook duties often kept her at the computer and in her car through meals.
"That's literally what I ate for breakfast, lunch and dinner," she said. "…At least I felt like it was healthy."
Since cereal is the major source of fiber for Americans, something most people shortchange themselves on, Cornell University nutrition expert David Levitsky said it's actually not a bad idea to eat cereal as a relatively low-calorie lunch or dinner once in a while, even the sugar-sweetened variety.
"They're seducing kids to eat it," he acknowledged. "It's a technique that breakfast food companies have learned and it works… but it's got a good aspect because that's where they're getting their fiber in the morning," he said. "And all these cereals are enriched."
Americans spent $6.4 billion on ready-to-eat cereal in the 52 weeks ending May 15, according to SymphonyIRI Group, a Chicago-based market research firm that tracked sales at supermarkets, drug stores and mass merchandise outlets, excluding Walmart.
In honor of Cheerios' 70th, Buffalo's Citybration Festival will be highlighting its assets including a June 26 Cheerios breakfast in sight (and smell) of the General Mills facility.
"Cheerios are actually a more iconic food to Buffalo than even the ubiquitous chicken wing," said festival organizer Marti Gorman. (The spicy Buffalo wing came along in 1964.)
"There just must be something so gently appealing about the product," said Dave Hassett, a school counselor whose Born in Buffalo site sells the Cheerios T-shirts online and at local festivals. Along with his 4-year-old daughter, he said he eats a bowl daily. "I hope they stick around for 70 more years and beyond."
April 2024 March 2024 February 2024 January 2024 December 2023 November 2023 October 2023 September 2023 August 2023 July 2023 June 2023 May 2023 April 2023 March 2023 February 2023 January 2023 December 2022 November 2022 October 2022 September 2022 August 2022 July 2022 June 2022 May 2022 April 2022 March 2022 February 2022 January 2022 December 2021 November 2021 October 2021 September 2021 August 2021 July 2021 June 2021 May 2021 April 2021 March 2021 February 2021 January 2021 December 2020 November 2020 October 2020 September 2020 August 2020 July 2020 June 2020 May 2020 April 2020 March 2020 February 2020 January 2020 December 2019 November 2019 October 2019 September 2019 August 2019 July 2019 June 2019 May 2019 April 2019 March 2019 February 2019 January 2019 December 2018 November 2018 October 2018 September 2018 August 2018 July 2018 June 2018 May 2018 April 2018 March 2018 February 2018 January 2018 December 2017 November 2017 October 2017 September 2017 August 2017 July 2017 June 2017 May 2017 April 2017 March 2017 February 2017 January 2017 December 2016 November 2016 October 2016 September 2016 August 2016 July 2016 June 2016 May 2016 April 2016 March 2016 February 2016 January 2016 December 2015 November 2015 October 2015 September 2015 August 2015 July 2015 June 2015 May 2015 April 2015 March 2015 February 2015 January 2015 December 2014 November 2014 October 2014 September 2014 August 2014 July 2014 June 2014 May 2014 April 2014 March 2014 February 2014 January 2014 December 2013 November 2013 October 2013 September 2013 August 2013 July 2013 June 2013 May 2013 April 2013 March 2013 February 2013 January 2013 December 2012 November 2012 October 2012 September 2012 August 2012 July 2012 June 2012 May 2012 April 2012 March 2012 February 2012 January 2012 December 2011 November 2011 October 2011 September 2011 August 2011 July 2011 June 2011 May 2011 April 2011 March 2011 February 2011 January 2011 December 2010 November 2010 October 2010 September 2010 August 2010 July 2010 June 2010 May 2010 April 2010 March 2010 February 2010 January 2010 December 2009 November 2009 October 2009 September 2009 August 2009 July 2009 June 2009 May 2009 April 2009 March 2009 February 2009 January 2009 December 2008