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.
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 the Wall Street Journal.
More Must-Reads From TIME
- The 100 Most Influential People of 2024
- Coco Gauff Is Playing for Herself Now
- Scenes From Pro-Palestinian Encampments Across U.S. Universities
- 6 Compliments That Land Every Time
- If You're Dating Right Now , You're Brave: Column
- The AI That Could Heal a Divided Internet
- Fallout Is a Brilliant Model for the Future of Video Game Adaptations
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
Contact us at letters@time.com