Magically Nutritious

By Sean Gregory

Trix isn't just for kids anymore. Over the next three months General Mills, the nation's No. 2. cereal maker (behind Kellogg), will convert into whole-grain products all its "Big G" cereals, including high-sugar brands like Trix, Cocoa Puffs and Lucky Charms. The company says it is capitalizing on healthier eating habits and signs that the low-carb craze, which shuns whole grains, may have peaked. But isn't General Mills' Total for the high-fiber crowd? And do kids--and adults--want the Wheaties experience as they eat their Cocoa Puffs? General Mills says the treats won't lose their taste. "We did tests with over 9,000 people," says the company's marketing V.P., John Haugen. "In some cases, the new and old versions were liked equally. In others, consumers even preferred the whole-grain products." Analysts applaud the move as a much needed splash for cold cereals, whose sales are down about 2.6% this year. "Everyone is looking for a way to stand out right now, and this clearly helps," says Douglas Christopher of Crowell, Weedon & Co. So, are whole-grain Kellogg's Frosted Flakes next? Says Celeste Clark, a Kellogg V.P.: "We're continuing to look at options in this area." --By Sean Gregory