Briefing: Magically Nutritious

Trix isn't just for kids anymore. Over the next three months General Mills, the nation's No. 2. cereal maker (behind Kellogg), will convert into whole-grain products all its "Big G" cereals, including high-sugar brands like Trix, Cocoa Puffs and Lucky Charms. The company says it is capitalizing on healthier eating habits and signs that the low-carb craze, which shuns whole grains, may have peaked. But isn't General Mills' Total for the high-fiber crowd? And do kids--and adults--want the Wheaties experience as they eat their Cocoa Puffs? General Mills says the treats won't lose their taste. "We did tests with over 9,000...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!