General Mills is making a big move with the introduction of Tiny Toast – a new cereal brand arriving on store shelves this month. While the company has consistently developed new flavors of its iconic cereals and brought others to market through licensing or partnerships, the launch of Tiny Toast marks the first time in more than 15 years General Mills will add a new brand to its family of cereals. Tiny Toast is one of only a few offerings in the cereal category flavored with real fruit and other natural flavors.

Tiny Toast features tiny pieces of crunchy toast covered with even tinier pieces of fruit. The toast-shaped pieces of cereal might be tiny, but the flavor of Tiny Toast is anything but small. Each piece of Tiny Toast cereal is packed with flavor from real strawberries or blueberries, creating a unique taste.

“Consumers’ tastes continue to evolve, but they remain steadfast in their search for options with wholesome, pantry-friendly ingredients. This inspired our development process, and we went where few brands in the cereal category have gone before, using real fruit,” said Alan Cunningham, senior marketing manager at General Mills. “With real ingredients and a truly irresistible taste, we know consumers will agree Tiny Toast was worth the wait.”

Tiny Toast will be available in two tasty flavors: strawberry and blueberry. Starting with whole grain as the first ingredient, Tiny Toast has no artificial flavors or colors from artificial sources and no high fructose corn syrup. The strawberry and blueberry flavors come from real fruit, offering a uniquely flavorful way to brighten up breakfast and snack time.

The introduction of Tiny Toast is the latest way General Mills is illustrating its commitment to listening to consumers, after recently announcing it will be removing artificial flavors and colors from artificial sources from its cereals. Today, more than 80% of General Mills cereals like Trix and Reese’s Puffs are available with no artificial flavors and colors from artificial sources.