Hidden Treasures (cereal)

Hidden Treasures Cereal Box - Launch

Hidden Treasures was a breakfast cereal produced by General Mills in the mid-1990s. It was notable for its unique concept where not all cereal pieces were filled with fruit-flavored filling, making the experience of eating them a sort of treasure hunt, as the name suggests. The cereal was marketed towards children and was part of a wave of innovative cereal products that aimed to make breakfast more interactive and fun.

Overview

Hidden Treasures cereal consisted of square-shaped, corn-based pieces. The main attraction of the cereal was that only some pieces contained a fruit-flavored filling, while others were hollow. The fillings came in various flavors, such as grape, cherry, and orange, making each bite a surprise. This concept was a departure from other cereals at the time, which typically had a uniform distribution of flavors and ingredients.

Marketing

The marketing for Hidden Treasures was heavily focused on the element of surprise and discovery. General Mills utilized television commercials that highlighted the excitement of finding the filled pieces among the hollow ones. The commercials often featured animated characters embarking on adventures, drawing parallels between the cereal and a treasure hunt. This marketing strategy was aimed at capturing the imagination of children, encouraging them to explore and enjoy their breakfast in a new way.

Discontinuation

Despite the initial interest and unique concept, Hidden Treasures was discontinued a few years after its launch. The reasons for its discontinuation are not publicly documented, but it is speculated that the novelty of the concept may have worn off, or that the cereal did not manage to secure a significant share of the market amidst strong competition from other brands and products.

Legacy

Although Hidden Treasures was short-lived, it remains a memorable product for those who experienced it during its brief time on the market. It is often mentioned in discussions about nostalgic foods from the 1990s, alongside other discontinued cereals and snacks from the era. The cereal's innovative approach to breakfast has also been cited as an inspiration for other food products that seek to incorporate an element of surprise or interactivity in their design.

See Also

• General Mills
• Breakfast cereal
• 1990s in food