General Mills has announced the addition of Fruity Cheerios to its range of cereals in the US.

The company noted that in a national survey 88% of adults with children under 12 said that their children eat cold cereal, with 72% of those kids are looking for a cereal that is fruit-flavoured.

Cheerios marketing manager Michelle Peterson said: “Because cereal is something many children eat every single day, parents need breakfast cereal options that incorporate wholesome goodness to fuel kids’ bodies. And, the morning will be much happier if kids are also able to get the fun colours, fruity flavour and fun packaging they look for in the cereal aisle.”