Tuesday, August 28, 2012

Cheerios Lament

Real Canadian Cheerios Box. Sadly empty.

My all time favourite breakfast cereal is Cheerios. Plain, whole grain oats, yellow box, black writing with the 'o' of the i a single cheerio. I don't think they've ever had a mascot, I can't recall their jingle. I don't know if I loved them as a kid (though I certainly ate them) but I adore them now. Especially with a little homemade granola sprinkled on top. Morning bliss.

Here's the tragedy. You can't buy them in the UK. Oh - shut it -  I can hear the protests through the computer. Yes you can buy Cheerios here. You can get Honey Nut Cheerios (a nice occasional treat but I hate the sugary leave behind milk) and you can get Whole Grain Cheerios in a white box with purple and red writing. These are wholly disgusting, surprisingly sweet and with a bizarre texture. Awful. You would think that since there are two types of off shoot Cheerios then the original would be available. But it's not. So I went on an internet mission to find out why.

General Mills makes Cheerios. So I visited the General Mills UK site. They don't make Cheerios. They have other brands I recognise but they don't make Cheerios. I checked the cereal section when I was in the store this weekend. Cheerios (false, bad, unoriginal ones) are made by Nestle in the UK. OK.... Turns out that General Mills and Nestle have this partnership  where they agreed to make cereals for each other and sell them under the Nestle label. In Ireland you can get something called 'oat cheerios' which I am guessing are the original and still the best Cheerios.

I don't understand what market forces/research/idiot decided that England wouldn't eat proper Cheerios. You can buy them for £6 a box at fancy shops catering to sad and emotional  expats eating their feelings. In the world of globalization and international commodities when you can get anything anywhere I find the things that you can't get utterly fascinating. Also, the things that you can find but that are... different somehow. Kraft Dinner. Maple syrup. KitKat. They're all available here (for a price). But somehow they taste better when they come out of suitcase directly from the Canadian source. But these are Canadiana specific. Cheerios aren't Canadian. You can make them here and sell them like regular cereal and I am just about sure that they'll taste the same and that people will buy them.

My friend brought me back a box from Canada just over a week ago. I have eaten the entire box. It was glorious. (I've also lost three pounds but I'm not sure if the two things are connected.) Now I have no Cheerios and I have to wait until the next person comes from Canada with room in their luggage. Or the Cereal Partners Worldwide could get me some 'oat cheerios' and as long as they haven't messed them* up I will stop complaining. About the Cheerios thing. I'm sure I'll find something else to moan about.

(I checked but I can't understand the Nutrition Labels but I think the Ireland oat cheerios may have more sugar than the original and still the best Cheerios from Canada. I despair.)

1 comment:

kristin said...

I haven't had Cheerios in years! You can't get them here either. My mother is visiting soon, maybe I'll ask her to bring a box.