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New Hershey’s/General Mills Collaboration Is Cereal the ’90s Way: Breakfast Candy

Plus, Borden Dairy Co. is the second big U.S. milk producer to file for bankruptcy, and more news to start your day

Cereal boxes on a table.
Cereal inspired by Hershey’s Kisses, Jolly Ranchers, and Reese’s Puffs are rolling out in stores this quarter.
Photo: General Mills

General Mills and Hershey are launching more candy for breakfast

General Mills and Hershey have partnered to release a line of cereals that seems tailor-made for consumers who just want to eat candy for breakfast: Hershey’s Kisses cereal that looks and tastes like chocolate kisses, Jolly Rancher fruit-flavored cereal, and the intriguingly named Reese’s Puffs Big Puffs, the box of which features a puff so large and brown it shares the anatomy of a Large Adult Meatball.

The two food brands have previously collaborated to create candy-inspired cereal, including the original Reese’s Puffs, Hershey’s Cookies and Cream Fillows Cereal, and Cocoa Puffs made with Hershey’s chocolate, Food Business News reports.

Like a lot of other sugary cereals, these new products are probably about as good for you as actual candy for breakfast, which makes their long-term viability questionable in a time when more consumers are looking for healthier alternatives, according to Food Dive. Still, there is apparently a market for this kind of indulgent, brand-associated cereal — namely, children and nostalgic adults who don’t mind a hit of sweetness in the morning.

The new cereals will roll out nationwide these next few months, with Hershey’s Kisses cereal available in stores starting in January, and Jolly Rancher cereal and Big Puffs starting in March.

And in other news…

  • Borden Dairy Co. filed for bankruptcy, becoming the second big U.S. milk producer to do so after Dean Foods last November. [Bloomberg]
  • This year’s Golden Globes served — as part of its first-ever vegan menu — chilled beet soup, king oyster mushrooms with risotto, and roasted brussels sprouts, carrots, and pea tendrils. The plant-based menu was praised by guests like Leonardo DiCaprio and Joacquin Phoenix, and joked about by host Ricky Gervais. [THR]
  • Speaking of the Globes, it was only a year ago that “Fiji Water Girl” became a thing! Time is meaningless! [Page Six]
  • The owner of a Japanese sushi chain dropped $1.8 million on a 608-pound, endangered bluefin tuna at a New Year’s auction at Tokyo’s Toyosu fish market. While a staggering amount of money, the figure pales in comparison to how much the businessman, Kiyoshi Kimura, spent last year for a single tuna: $3.1 million. [CNN]
  • World Central Kitchen is currently in Australia serving meals for those affected by the devastating bushfires. [@WCKitchen/Twitter]
  • A judge has temporarily blocked part of a new law that would expand labor rights for New York farm workers. [NY Daily News]
  • Someone crashed a Ferrari into Lisa Vanderpump’s West Hollywood restaurant Pump. [NBC Los Angeles]
  • The New York Times goes long on Sweetgreen and its ambitions of scale. [NYT]

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