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
- Where Trump 2.0 Will Differ From 1.0
- How Elon Musk Became a Kingmaker
- The Power—And Limits—of Peer Support
- The 100 Must-Read Books of 2024
- Column: If Optimism Feels Ridiculous Now, Try Hope
- The Future of Climate Action Is Trade Policy
- FX’s Say Nothing Is the Must-Watch Political Thriller of 2024
- Merle Bombardieri Is Helping People Make the Baby Decision
Contact us at letters@time.com