USA: General Mills launches Tiny Toasts cereal brand

Food manufacturer General Mills has rolled out Tiny Toast, a new range of toast-shaped cereals for the US market that comes with fruit sprinkles on top.

Tiny Toast, the first new cereal brand launched by General Mills since 2001, comes to the market after one year of development and aims to appeal all the family with the combination of whole grain oats and real fruit that makes “each tiny bit irresistible” with milk or as a snack.

Promoted as free of high fructose corn syrup and containing no artificial flavours or colours, the new product is available in strawberry and blueberry flavours. Each piece of toast is covered by fruit powder that the company says “gives you this really large pop of aroma that’s missing from those other fruit cereals”.

Source: General Mills