I don't know if this is what you're talking about....but 'whole grains' are supposedly the new diet thing. They are coming out with a different food chart very soon, and whole grains are suddenly going to be very important...so a lot of companies are starting to advertise early about it.
Actually I heard that it's not really that much more fiber in them, since most of their cereals are corn based anyway. Any of the ones I saw only have 1 gram of fiber, I'm glad they didn't put tons of fiber in or else i wouldn't be able to eat them anymore!
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General Mills' "whole grains in all our cereals" campaign
