Would you pay $13 for a box of cereal? General Mills hopes you will.
But rather than the sugar-laden bowls of usual, the breakfast brand launched Morning Summit late last year, which contains almonds, dried cherries, cranberries, pumpkin seeds, and whole-grain flakes.
The hope is that more health-conscious consumers will return to cereal, after several years of declining sales in the market category.
While the price tag for Morning Summit at Walmart and Amazon hovers around $25 a box, Cheerios, also owned by General Mills, sells for a more budget-friendly $4.