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February 12, 2010

General Mills again resurrects vintage packaging for five cereals

Posted on Fri Feb 12 2010

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This Valentine's Day, get thee to Target, which beginning on Sunday will be exclusively selling a line of five limited-edition General Mills cereals with retro packaging from the '60s and '80s. The cereals are Lucky Charms, Cheerios, Honey Nut Cheerios, Cinnamon Toast Crunch and Trix. This is the third year of the promotion. The goal is to tap into consumers' desire for nostalgia, which is big nowadays, and particularly so in a tough economy. Check out the packaging for the other four cereals after the jump, with the old boxes on the left and the new ones on the right. You'll notice some interesting differences. On the Lucky Charms box (above), the leprechaun wears a scarf, has rosy cheeks and sits atop a toadstool. (The new box is fungus free.) On the Honey Nut Cheerios box, the bee pours a pot of honey, not a honey wand, over the cereal. (Gotta cut back on the sugar.) And the old Cinnamon Toast Crunch packaging has notebook-paper lines rather than the current swirls. All five retro cereals also contains offers for vintage games and prizes we grew up with in our childhood. How's that for a trip down memory lane?

—Posted by Elaine Wong

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