General Mills Debuts ‘Sesame Street’ Cereal

The breakfast foods category has changed with the launch of a “Sesame Street” cereal by General Mills.

The new cereal will begin to appear on store shelves in January. It aims to support growing bodies with many essential nutrients while engaging young minds with activities and stories. The cereal will come in two varieties:

“We are thrilled to team up with ‘Sesame Street,’ to launch cereals with key nutrients, delicious flavors and playful learning opportunities to make breakfast that much more meaningful for parents and kids alike,” says Hillary Balma, senior brand manager, General Mills. “We know that breakfast can be challenging for parents who are struggling to find foods that offer both the nutrition and the fun flavors kids want.”

To create playful learning opportunities at breakfast, “Sesame Street” cereal boxes offer games and six dual-language (English and Spanish) stories with. Story themes include “Elmo Visits the Farm,” “Elmo’s Day at School,” “On the Go with Elmo” and others. Each story follows Elmo and his friends as they play and learn on “Sesame Street” and prompts questions to help kids stretch their imaginations, engage in counting, recognize shapes and letters and more.  

“Sesame Workshop’s mission is to help kids grow smarter, stronger and kinder, and that means nourishing the mind and body,” says Gabriela Arenas, vice president, licensing, North America, Sesame Workshop. “Breakfast gives kids the boost they need to grow, play and learn each day. We’re pleased to team up with General Mills to give families a nutritious meal choice and an opportunity to start the morning with their favorite ‘Sesame Street’ friends.”

“Sesame Street” Cereal will be available nationwide at most major retailers beginning in January 2021.