General Mills loads up cereals with puffed up flavors

General Mills is rolling out a Loaded version of its classic cereals, including Cinnamon Toast Crunch, Cocoa Puffs and Trix. 

“Our fans love discovering new ways to enjoy the flavors of their favorite General Mills cereals and our brands love being part of their morning routine,” said Brandon Tyrrell, senior marketing communications manager at General Mills. “We knew we had an opportunity to bring the brands fans love, but bigger and bolder. Loaded brings even more fun and flavor to the breakfast table to help our fans max out on life starting the moment they wake up.” 

[Read more: Dunkin’ brings Brownie Batter flavors to coffee creamer aisle]

Featuring puffed-up and larger-than-life squares that are filled with a vanilla crème, the Loaded cereal lineup will include: 

• Loaded Cinnamon Toast Crunch: Coated with the same mix of cinnamon and sugar the cereal has become synonymous with, this version comes larger with squares filled with a vanilla crème filling; 
• Loaded Trix: Featuring a crunchy outer layer made with its classic fruity flavors, this larger version has a vanilla crème filling inside each cereal piece; and 
• Loaded Cocoa Puffs: Made with the chocolate flavor the cereal is known for, each piece also contains a vanilla crème on the inside. 

General Mills’ new Loaded cereals are available at retailers nationwide for an SRP of $6.88.