# Flavored Wheat Cereals General Mills' 'Blasted Shreds' Cereal Comes in Bold Flavors By Laura McQuarrie | Published 2018-01-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/wheat-cereal References: [brandeating](http://www.brandeating.com/2017/12/general-mills-rolls-out-new-blasted-shreds-cereal.html) In the new year, General Mills will be introducing its all-new Blasted Shreds wheat cereal, giving consumers a new way to indulge in the flavors of peanut butter and cinnamon toast for breakfast. As much as flavor seems to be at the forefront of the two new shredded wheat cereal varieties—Cinnamon Toast Crunch Blasted Shreds and Peanut Butter Chocolate Blasted Shreds—both feature whole grain wheat as the first ingredient. Across the breakfast food industry, many brands have been challenged to innovate as a greater number of consumers are desiring healthful options as an alternative to sugar-laden cold cereals. Although many shredded wheat cereals have been sweetened with the addition of honey and vanilla in the past, these two new varieties appeal to consumers with a sweet tooth and a desire to invest in better-for-you meals. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 40% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Flavored Wheat Cereals:** Opportunity for brands to innovate and offer indulgent flavor options in the breakfast food industry. ### Who This Affects Most - **Breakfast Food Industry:** Shift towards healthier options and demand for indulgent flavors create an opportunity for innovation. ## Related on Trend Hunter - [Waffle-Shaped Cinnamon Cereals](https://www.trendhunter.com/trends/cinnamon-toast-crunch-waffle.md) - [Sweet Breakfast Cereals](https://www.trendhunter.com/trends/frosted-flakes.md) - [High-Fiber Dessert-Like Cereals](https://www.trendhunter.com/trends/weetabix-chocolatey-hazelnut-melts.md) - [Crème-Filled Cereal Squares](https://www.trendhunter.com/trends/loaded-cereal.md) - [Nutty High-Fiber Breakfast Cereals](https://www.trendhunter.com/trends/weetabix-oatibix-flakes-nutty-crunch.md) - [Low-Sugar Whole Grain Cereals](https://www.trendhunter.com/trends/shreddies-the-honey-one.md) - [Crispy Cinnamon-Forward Cereals](https://www.trendhunter.com/trends/cinnamon-pebbles-cereal.md) - [Hot Cinnamon Cereals](https://www.trendhunter.com/trends/cinnafuego-toast-crunch.md) - [Nutty Two-Ingredient Cereals](https://www.trendhunter.com/trends/organic-ancient-grain-spelt-flakes.md)