BIG G HAS SPECIAL CHEERIOS FOR BIG '00: GENERAL MILLS PLANS MILLENIOS FOR LIMITED RUN.

Advertising Age, June, 1999 by Pollack, Judann

Forget the cheer. General Mills wants consumers to ring in the millennium with Cheerios.

Citing a ``once in a lifetime opportunity,'' the cereal marketer in September will introduce a limited-time Cheerios line called Millenios. The product, a brown sugar, whole grain and oat blend, adds tiny numeral 2s to the familiar O-shaped cereal, enabling consumers to spell out the millennial year.

``It's an in-and-out product,'' said Cheerios VP Mark Addicks. It will be on store shelves until January 2000, and ``it won't be back until 1,000 years after that,'' he joked.

FLOOD OF `MILLENNIAL' FOODS

It's clear Big G hopes to have some fun with the line, one of the first of an expected flood of ``millennial'' foods.

``We've got a...

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