Cheerios and Milo cereal launch in SA

Nestlé Multigrain Cheerios and Milo whole-grain breakfast cereals will be on the shelves from March 2009. South Africans are familiar with the Milo brand already; however, Cheerios is a new brand that will be introduced to customers. With strong marketing support from Nestlé, the new products are expected to attract attention, resulting in increased sales for retail stockists.

Globally, Cheerios is said to be one of the most well-known breakfast cereal brands, having originated in the USA about 70 years ago. The cereal contains four whole grains: corn, rice, wheat and oats all in one box.

The well-known Milo beverage is a chocolate-malt drink fortified with vitamins and minerals, while the new cereal aims to provide all the benefits of whole grains, carbohydrates and vitamins.

Whole grain is special because refined foods strip many nutrients from the grain, while whole-grain foods use the entire grain. This means all the goodness from the germ, the bran and the endosperm are used, so consumers don't lose out on any nutrients. Whole-grain foods also naturally contain essential proteins, fibre, vitamins, minerals, antioxidants and carbohydrates.