General Mills (GIS), the creator of iconic cereals like Cheerios, Lucky Charms, and Trix, is adding a new brand to its fleet.
The cereal is called Tiny Toast, which the company describes as “tiny pieces of crunchy toast covered with even tinier pieces of delicious fruit.” It’s available in two flavors, strawberry and blueberry, and it’s made with whole grains and flavored with real fruit and other natural ingredients. According to a press release obtained by Fortune, the cereal contains no artificial flavors or colors.
“The introduction of Tiny Toast is the latest way General Mills is illustrating its commitment to listening to consumers,” the press release states. Fortune reported last summer that the company plans to remove all artificial flavors and colors from its cereals, estimating that the change will be fully implemented by 2018. The company says that currently over 80% of its cereals are available without those artificial ingredients. Additionally, General Mills boasts that the cereal is made with whole grains and does not contain any high fructose corn syrup.
Though the food giant has consistently released new versions and flavors of its already-existing brands, this is the first all-new cereal that General Mills has launched in more than 15 years.