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.
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