"We are going to be the new cereal on the shelf," he said, "having to prove we taste as good as the old cereals."

The new cereals, with their strange shapes and psychedelic colors, do not resemble anything edible or even earthly.

Only introduce one new cereal per week so you can watch for an intolerance or allergy.

Even some new cereals have serious nutritional shortcomings.

Kellogg is expected to announce its new cereal at a news conference in Manhattan this morning.

Nutri-Grain was the first of the new cereals to make its pitch to adults, not children.

Wendell has cooked up an awesome new cereal with all the stuff you love.

Just last week Ralston Purina asked Levine to help it market a new cereal.

Heartwise and Benefit, two new cereals, don't exactly tempt the taste buds.

Kellogg will market a new cereal based on the grain psyllium to consumers anxious to reduce their blood cholesterol levels.