General Mills debuts new ‘educational’ Sesame Street cereal

General Mills has announced the launch of a new Sesame Street cereal that features number- and letter-shaped pieces.

The new cereal is made in partnership with non-profit organisation Sesame Workshop, the creators of Sesame Street, and aims to promote nutrition and education for growing kids.

General Mill’s Sesame Street cereal comes in two varieties: berry flavour with number-shaped pieces and cinnamon flavour with letter-shaped pieces.

To create meaningful playful learning opportunities at breakfast, Sesame Street cereal boxes open like a book and offer games and six dual-language (English and Spanish) short stories with Sesame Street red monster Elmo.

Using activities and stories, the two companies intend to engage young minds through counting, recognising shapes and letters, and prompting questions to help stretch their imaginations.

According to General Mills, its new cereal offers a good source of fibre, calcium, vitamin D and vitamin E, and intends to support growing children.

“We are thrilled to team up with Sesame Street, to launch cereals with key nutrients, delicious flavours, and playful learning opportunities to make breakfast that much more meaningful for parents and kids alike,” said Hillary Balma, senior brand manager at General Mills.

Gabriela Arenas, VP of licensing, North America, Sesame Workshop, added: “Sesame Workshop’s mission is to help kids grow smarter, stronger, and kinder, and that means nourishing the mind and body. Breakfast gives kids the boost they need to grow, play, and learn each day.”

Sesame Street cereal will be available in major US retailer in January 2021.