General Mills yesterday (20 April) announced that it has reached a five-year licensing arrangement with flavoured milk manufacturer Bravo! to produce and market a line of milk products that taste like popular General Mills breakfast cereals.

Bravo! will launch Trix, Cocoa Puffs and Wheaties branded milks nationally. The agreement also has provisions for the future use of Lucky Charms, Count Chocula, Booberry and Frankenberry cereals. Bravo! has the right to use characters associated with each brand, the company said in a statement.

“This is a great opportunity for General Mills, as the potential market for flavoured milk products is large,” Galen Hersey, General Mills trademark licensing manager said.

The value of the agreement was not disclosed.