Cheerios is a brand of breakfast cereal by General Mills introduced on May 1, 1941 as the first oat-based, ready-to-eat cold cereal. Originally named CheeriOats, the name was changed to Cheerios in 1945 because of a trade name dispute with Quaker Oats. The name fit the "O" shape of the cereal pieces. In some other countries, including the United Kingdom, it is sold by Cereal Partners under the Nestlé brand. This was also the case until mid-2009 in Australia and New Zealand, but Cheerios are now branded as an Uncle Tobys product. In 2008, Cheerios released a line of Snack Mix, in Original and Cheese flavors. All Cheerios shipped to the east coast of the United States are manufactured in the General Mills plant in Buffalo, New York. In 2009, a dispute developed regarding the FDA considering Cheerios an "unapproved new drug" because of its marketing and health claims.
The Cheerios Kid
Beginning in the mid-1950s and continuing through the early 1960's, "The Cheerios Kid" was a mainstay in their commercials, ranking alongside most of the characters created for rival Kellogg's cereals. At first, the Kid was a clumsy, absent-minded tinkerer much to the annoyance of his girlfriend, Sue, but was able to find his footing after eating Cheerios.
In later years, In numerous commercials, the Kid and Sue (more often just Sue) would get into trouble (at which point Sue would nonchalantly shout "Help, Kid...") and the Cheerios Kid, after eating his cereal to "power up", would quickly deal with the problem, often in a rather creative way.
The Cheerios Kid was revived briefly in the late 1980's with similar commercials.
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