General Mills said consumers had called for return of French Toast Crunch

General Mills said consumers had called for return of French Toast Crunch

General Mills is to relaunch cereal brand French Toast Crunch in the US eight years after pulling the product amid pressure on sales.

The company said "slowing sales" and "other priorities" for its cereals business led it to decide in 2006 to stop selling the brand.

However, General Mills, which is battling falling cereal sales in the US, said it was responding to demand among consumers to reinstate the product. It said some US consumers had spent US$20 to get the cereal sent from Canada.

"All of the conversations, requests and passion from the fans really got our attention," said General Mills marketing manager Waylon Good. "It's amazing to see how nostalgia for brands from generations past can really take on a life of its own."

French Toast Crunch, in its original maple and cinnamon flavour, will begin hitting shelves at select retailers later this month, with a recommended price of US$3.65. The cereal will roll out nationwide next month.