Frosted Mini-Wheats

Frosted Mini-Wheats (also known as Frosted Wheats and Mini Max in the United Kingdom, Mini-Wheats! in Canada, and Toppas in certain European countries; also referred as "Mini-Wheats" in the US) is a breakfast cereal manufactured by WK Kellogg Co (formerly Kellogg's) consisting of shredded wheat cereal pieces and frosting. History Kelloggs introduced Frosted Mini-Wheats in the United States in 1969 as a large size portion that was available in regular and brown sugar/cinnamon flavor, later followed by a bite-size portion introduced in 1980. The original large size Mini-Wheats was renamed "Big Bite" by 2001 and discontinued entirely in 2015. In 1999, Kellogg's went into the line by introducing a non-frosted Mini-Wheats variety that contained raisin filling, replacing Raisin Squares. It was discontinued in two years. Frosted Wheats were available from the 1980s until the early 1990s in the United Kingdom under the Toppas name. They subsequently disappeared from shop shelves but were reissued several years later under the Frosted Wheats brand, similar to that used elsewhere in the world. The new cereal uses far smaller pieces of frosted wheat parcel than the original Toppas and contains beef gelatin. Initially Kellogg's Mini-Wheats were available without the sugar frosting and with raisins or blueberries in the center. The Mini-Wheats recipe when produced in Canada or the United States was slightly different. Since January 2008, Canadian-produced (plant in Belleville, Ontario) Mini-Wheats are available in Canada and are imported into the US. Advertising United States Frosted Mini-Wheats are marketed in several ways. There was a short stint of television advertisements featuring a Frosted Mini-Wheat biscuit with "split personalities;" the sweet (frosted) side and wheat (shredded grain) side, who argued over who was more popular. When the new MyPyramid debuted, launching the whole grain craze, Frosted Mini Wheats enjoyed another short-lived advertising stint as a fiber-conscious cereal. These advertisements involved a man walking around, asking "Have you had your fiber today?", then handing unsuspecting, confused people a bowl of the cereal. However, these ads have been discontinued. Meanwhile, in the early/mid-1990s, several ads aired showcasing conflict between children raving about the frosting and adults raving about the whole grain wheat.