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.”

Cereal fans can get their hands on the #GCRWM bundles at livinloadedcereal.com beginning Feb. 5, with additional drops occurring throughout the month. Each of the three #GCRWM bundle options will include varying “Cereal Rich” swag, along with all three LOADED cereal flavors.

Be sure to keep an eye out for Cinnamon Toast Crunch, Cocoa Puffs, and Trix LOADED cereals at retailers nationwide beginning this month starting at $6.88 and show us how you live “Cereal Rich.”

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and standing for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2023 net sales of U.S. $20.1 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.0 billion.


General Mills Communications

Lauren Durham