--- description: General Mills will sell a new brand of Cheerios this January that will include hints of quinoa, spelt and Kamut wheat, among other 'ancient grains' that were once relegated to the organic aisle. title: Now Coming to Your Morning Cereal Bowl: Quinoa image: https://static.time.com/v3/assets/bltea6093859af6183b/blt69fbbefacb33fd9f/69876e003c1639754f450916/87132656.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Companies](/tag/companies/) ## Companies Update your preferences in [Account Settings](/account/preferences/) Close # Now Coming to Your Morning Cereal Bowl: Quinoa  by [Dan Kedmey](/author/dan-kedmey/)  ## Dan Kedmey Update your preferences in [Account Settings](/account/preferences/) Close Dec 10, 2014 5:39 PM CUT  Boxes of Cheerios cereal are displayed on a shelf at the Midtown Market May 12, 2009 in Brisbane, California. Boxes of Cheerios cereal are displayed on a shelf at the Midtown Market May 12, 2009 in Brisbane, California.Justin Sullivan—Getty Images  by [Dan Kedmey](/author/dan-kedmey/)  ## Dan Kedmey Update your preferences in [Account Settings](/account/preferences/) Close Dec 10, 2014 5:39 PM CUT General Mills is launching a new brand of Cheerios that will include hints of quinoa, spelt and Kamut wheat, among other “ancient grains” that were once relegated to the organic aisle. The new brand, called “Cheerios + Ancient Grains,” launches in January, and it will include pictures of the ancient ingredients on the front of the box with labels for the uninitiated, NPR [reports](http://www.npr.org/blogs/thesalt/2014/12/08/368689124/fringe-no-more-ancient-grains-will-soon-be-a-cheerios-variety "undefined"). The move comes amid an explosion in demand for ancient grains, which, in reality are no more ancient than oats or regular wheat, but are less intensively bred and engineered for bigger harvests. The number of products labeled with the words “ancient grains” climbed by 50% this year, a General Mills spokesperson [told](http://blogs.wsj.com/corporate-intelligence/2014/10/23/feeling-its-oats-cheerios-to-add-ancient-grains/ "undefined") the Wall Street _Journal_. Cheerios Taps 'Ancient Grains' Craze With a Pinch of Quinoa ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3627734/quinoa-cereal-cheerios/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3627734/quinoa-cereal-cheerios/"},"headline":"Now Coming to Your Morning Cereal Bowl: Quinoa","datePublished":"2014-12-10T17:39:03.000Z","dateModified":"2026-02-22T02:43:48.028Z","description":"And a sprinkling of Kamut wheat and spelt","url":"https://time.com/3627734/quinoa-cereal-cheerios/","keywords":["Companies","diet","cereal","Organic"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt69fbbefacb33fd9f/69876e003c1639754f450916/87132656.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Dan Kedmey","jobTitle":null,"url":"https://time.com/author/dan-kedmey/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt69fbbefacb33fd9f/69876e003c1639754f450916/87132656.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"The FDA Disapproves Of Cheerios' Health Claims Printed On Its Boxes","caption":"The FDA Disapproves Of Cheerios' Health Claims Printed On Its Boxes","creditText":"Justin Sullivan—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/companies/","name":"Companies"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3627734/quinoa-cereal-cheerios/","name":"Now Coming to Your Morning Cereal Bowl: Quinoa"}}]}] ```