--- title: Honey Nut Cheerios Bee Mascot Removed in New Ad Campaign description: The small, cheerful mascot for Honey Nut Cheerios has temporarily disappeared from packaging and ads for the cereal in in Canada canonical: https://time.com/4259416/honey-nut-cheerios-buzz-mascot-disappear-bee-population/ author: Katie Reilly article:opinion: false article:content_tier: free article:published_time: 2016-03-15T16:51:24.000Z article:modified_time: 2026-02-22T15:55:01.174Z article:section: Science og:title: Honey Nut Cheerios Removes Mascot to Spotlight Declining Bee Population og:description: The new ad campaign aims to raise awareness og:url: https://time.com/4259416/honey-nut-cheerios-buzz-mascot-disappear-bee-population/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Honey Nut Cheerios Removes Mascot to Spotlight Declining Bee Population twitter:description: The new ad campaign aims to raise awareness twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # Honey Nut Cheerios Removes Mascot to Spotlight Declining Bee Population > Sponsored content. 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Future Proof is free at time.com/newsletters.  by [Katie Reilly](https://time.com/author/katie-reilly/)  ## Katie Reilly Mar 15, 2016 4:51 PM UTC  by [Katie Reilly](https://time.com/author/katie-reilly/)  ## Katie Reilly Mar 15, 2016 4:51 PM UTC The small, cheerful mascot for Honey Nut Cheerios has [temporarily disappeared from packaging](http://www.adweek.com/adfreak/honey-nut-cheerios-mascot-goes-missing-brand-addresses-declining-bee-populations-170199) and ads for the cereal in in Canada, an effort to raise awareness about declining bee populations. As part of the new “Bring Back the Bees” ad campaign, which launched Monday, General Mills has asked people to help plant 35 million wildflowers, one for every person in Canada, [Ad Week reported](http://www.adweek.com/adfreak/honey-nut-cheerios-mascot-goes-missing-brand-addresses-declining-bee-populations-170199). Honey bee colonies have faced threats to survival worldwide, in part because of new parasites and pesticides, according to the U.S. Department of Agriculture. “This is the first time in the brand’s history that we’ve taken ‘Buzz’ off the box,” said Emma Eriksson, director of Marketing for General Mills Canada, according to Ad Week. She said the unstable bee population is significant because of how many foods are made possible by pollination. Eriksson said the company wanted to use the cereal packaging to draw attention to the problem. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4259416/honey-nut-cheerios-buzz-mascot-disappear-bee-population/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4259416/honey-nut-cheerios-buzz-mascot-disappear-bee-population/"},"headline":"Honey Nut Cheerios Removes Mascot to Spotlight Declining Bee Population","datePublished":"2016-03-15T16:51:24.000Z","dateModified":"2026-02-22T15:55:01.174Z","description":"The new ad campaign aims to raise awareness about declining bee populations","url":"https://time.com/4259416/honey-nut-cheerios-buzz-mascot-disappear-bee-population/","keywords":["animals"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Katie Reilly","jobTitle":null,"url":"https://time.com/author/katie-reilly/"}],"articleSection":"Science","image":[],"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/science/","name":"Science"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/animals/","name":"animals"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4259416/honey-nut-cheerios-buzz-mascot-disappear-bee-population/","name":"Honey Nut Cheerios Removes Mascot to Spotlight Declining Bee Population"}}]}] ```