Sesame Workshop is tucking into the breakfast market with the launch of the first Sesame Street Cereal, a new range developed in partnership with cereal specialist, General Mills. The range will appear on shelves across the US from January 2021.

The cereal has been developed to support growing bodies with essential nutrients, while also engaging young minds with activities and stories. The cereal will arrive in two varieties: berry flavour with number-shaped pieces, and cinnamon flavour with letter-shaped pieces.

The back of each box will open like a book and will feature dual language (English and Spanish) short stories with the Sesame Street favourite, Elmo.

“We are thrilled to team up with Sesame Street, to launch cereals with key nutrients, delicious flavors, and playful learning opportunities to make breakfast that much more meaningful for parents and kids alike,” said Hillary Balma, senior brand manager, General Mills. “We know that breakfast can be challenging for parents who are struggling to find foods that offer both the nutrition and the fun flavors kids want.”

To create meaningful playful learning opportunities at breakfast, Sesame Street Cereal boxes offer games and six dual-language stories with everyone’s favorite 3½ -year-old monster, Elmo. Story themes include Elmo Visits the Farm, Elmo’s Day at School, On the Go with Elmo, and others. Each story follows Elmo and his friends as they play and learn on Sesame Street and prompts questions to help kids stretch their imaginations, engage in counting, recognize shapes and letters, and more.

“Sesame Workshop’s mission is to help kids grow smarter, stronger, and kinder, and that means nourishing the mind and body,” said Gabriela Arenas, vice president of licensing, North America, Sesame Workshop. “Breakfast gives kids the boost they need to grow, play, and learn each day. We’re pleased to team up with General Mills to give families a nutritious meal choice and an opportunity to start the morning with their favorite Sesame Street friends.”