Revealed: Tiny Toast is tinier than Cinnamon Toast Crunch

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Tales of Tiny Toast

The latest breakfast-cereal offering from General Mills is Tiny Toast, described on the box as “mini sweetened toast-shaped cereal,” in your choice of blueberry or strawberry – or, as the box puts it, “flavored with REAL BLUEBERRIES [or REAL STRAWBERRIES] and other natural flavors.” The main ingredients of both versions are oats and corn, but the label warns that they “may contain wheat ingredients.”

The announcement heralding the arrival of Tiny Toasts was greeted with some interest in the press, as it has been 15 years since General Mills’ last successful new brand (Reese’s Puffs).

Ever skeptical, Mr. Tidbit wondered whether Tiny Toast wasn’t, in fact, merely two new flavors of one of General Mills’ mainstay offerings, Cinnamon Toast Crunch. Sparing no expense in his fearless war against meaningful journalism, Mr. Tidbit invested $2.99 and $3.09, respectively, for a box of blueberry Tiny Toasts and one of Cinnamon Toast Crunch. (Actually both were on sale for $2.50 but that isn’t the point.)

He must report that they are quite different products – and that he could have saved $5 (or a theoretical $6.08) by just looking at the boxes. Cinnamon Toast Crunch is made from whole wheat and rice (not oats and corn), and – at least as significant for many folks – the shape of the individual pieces of Cinnamon Toast Crunch is quite unlike that of the pieces of Tiny Toast. The Cinnamon Toast Crunch toasts are featureless rectangles typically something like 3/4 inch on a side, and in the neighborhood of a tenth of an inch thick; those of Tiny Toast are smaller (closer to half an inch on a side) and some show little indents where a slice of bread would have them. But the Tiny Toast pieces have noticeable thickness: In fact, they are roughly twice as thick.

Desperate to find something to be cynical about, Mr. Tidbit focused the fearless Tidbits spotlight on the fruit in the Tiny Toasts (which shows up as tinier dots on the tiny toast pieces). The ingredient lists indicate that the blueberries are in the form of “blueberry powder,” while the strawberries are “dried strawberry puree.”


Ultimately still popcorn

Upon further investigation after last week’s post –…e-not-in-buffalo/  – Mr. Tidbit has learned that the Ultimate Butter flavor of Orville Redenbacher microwave popcorn hasn’t disappeared, as he suggested that it might have done, but a spokesperson said it is now available only in humongous 12-pack boxes. (Most stores stock only the three- and six-pack boxes of popcorn.) (The spokesperson didn’t say “humongous.”)

Al Sicherman

Author: Al Sicherman

Al Sicherman and his used dog, Gus, live in Minneapolis. Al is on the left/

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