Dulce de Leche Cheerios contain flavour used in desserts in Latin America

Dulce de Leche Cheerios contain flavour used in desserts in Latin America

General Mills has added a cereal containing a flavour used in Latin American desserts to its Cheerios stable in the US.

Dulce de Leche Cheerios are now on sale for a suggested retail price of US$3.99 at US retailers.

The company said dulce de leche was a caramel flavour traditionally used in desserts eaten in Latin America. The flavour is popular among Hispanic consumers but General Mills says testing has shown dulce de leche will have "strong general market appeal".

US cereal makers, like many food manufacturers in the country, are targeting Hispanic consumers.

Post Holdings, the third-largest ready-to-eat cereal manufacturer in the US, wants to grow its sales among Hispanic shoppers once it is spun off from private-label food group at the end of the month.