feb. 01, 2024
News Release

Live “Cereal Rich” with LOADED, General Mills’ Biggest, Boldest Cereal Yet, and Limited-Edition Accessories

Cinnamon Toast Crunch, Trix, and Cocoa Puffs get maximalist makeover.
LOADED cereals are the latest innovation from General Mills, available in Cinnamon Toast Crunch, Trix and Cocoa Puffs varieties.

MINNEAPOLIS, MN – New LOADED cereal delivers more of favorite brands like Cinnamon Toast Crunch, Cocoa Puffs and Trix, but now loaded with delicious vanilla crème. To celebrate, General Mills is dropping a limited-edition collection of swag because LOADED is not just rich in flavor, but offers fans a chance to live the *Cereal* Rich lifestyle.

Living “Cereal Rich” is about living life to the filled-est and bringing maximalism to the breakfast table. Now is the time for maxing out and keeping life LOADED with what you love. It’s time for cereal fans to raise a spoon to a bold, unapologetic breakfast cereal. The “Get Cereal Rich with Me” (#GCRWM) collection pairs LOADED cereal with over-the-top accessories that embody what it means to be “Cereal Rich,” including:

  • A metallic gold crown-shaped bowl: Level up the breakfast table aesthetic with this fancy accessory that helps ensure no crumbs are left behind.
  • A lavish plush robe with removable pockets: Getting ready in an old T-shirt? Not very luxe. Instead, fans can store LOADED cereal in this comfortable outfit so they can easily pair their favorite breakfast flavors with an elevated #GRWM routine.
  • A 2-in-1 jade roller + spoon: The morning tool you didn’t know you needed – use one side to treat skin to a glowy, smooth upgrade while using the other to dive into a bowl of delicious cereal!

“Our fans love discovering new ways to enjoy the flavors of their favorite General Mills cereals and our brands love being part of their morning routine,” said Brandon Tyrrell, Senior Manager, Brand Experience at General Mills. “We knew we had an opportunity to bring the brands fans love, but bigger and bolder. LOADED brings even more fun and flavor to the breakfast table to help our fans max out on life starting the moment they wake up.”