Stephen Colbert Takes on New General Mills Cereal

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By: AdAge

General Mills is out with its first completely new cereal brand in 15 years called Tiny Toast. And according toStephen Colbert, it might be the "biggest breakfast news since Sonny the Cuckoo Bird finally went into rehab." Mr. Colbert dedicated four minutes to the cereal during his "Late Show" monologue Tuesday night, noting that General Mills "finally found a new way to combine sugar and corn." Skrillex and Chance The Rapper even joined Mr. Colbert on stage to rap about the new brand.

General Mills said it worked on the product -- its first truly new brand since the discontinued Harmony cereal debuted in 1991 -- for more than a year. "People told us that both varieties tasted real, and not fake like they typically associate with fruit-flavored cereals," General Mills Product Developer Mike Evenson saidin the company's blog, Taste of General Mills. "We heard from several consumers that the Blueberry Tiny Toast tastes like a blueberry muffin, which is just awesome praise. That's exactly what we were going for. When we heard that, we knew we were on to something good." General Mills said it did not pay for the mention on "The Late Show With Stephen Colbert."

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