The prominent end cap display at the store filled with boxes of Cheerios Protein cereal caught my eye just like it was meant to do. I'm known to have little snack baggies of Cheerios and Honey Nut Cheerios handy at all times--like Moms do for their toddlers, to combat crunchy snack attacks and the need for a quick burst of carbs on the go that are light on the stomach for my frequent Group Fitness Instructor role.
Cheerios with more protein? This I wanted to see.
The first step was to carefully eyeball the packaging and here was General Mills' first marketing trick--below the big "Cheerios Protein" label, the big 11 grams of protein featured in the circle below these words had the added qualifier "with milk." Aha, so someone reading the package fast sees 11 grams of protein and thinks, "wow, they really fortified those cheerios with that protein!" Not really--that half cup of skim milk they are assuming you're having with the Cheerios Protein, accounts for four of the seven grams of protein. So the cereal needs a milk buddy to get to that 11 grams of protein claim, as the Cheerios Protein really has just seven grams of protein.
But wait the trickery goes further!