Discontinued General Mills Cereals to Rise From Dead for Halloween 2013

by Christopher Freeburn | August 22, 2013 9:49 am

halloween cereals[1]After a decades-long absence from store shelves, two monster-themed cereals will make a brief comeback[2].

General Mills (GIS)[3] stopped making Fruit Brute in 1982, less than a decade after it launched the cereal. Now the company is bringing it back for a limited-time promotion around Halloween, AdAge notes.

Joining Fruit Brute on the comeback trail is Fruity Yummy Mummy, which General Mills retired in 1992. Boxes for the revived cereals have been updated, though retro boxes will be sold at Target (TGT[4]). Fruit Brute is also getting a spelling change. It is now called Frute Brute.

Fruit Brute boxes featured a rainbow-colored overalls clad werewolf. After the cereal disappeared, its boxes gained popularity with collectors. Hollywood director Quentin Tarantino featured the boxes in his hit movies, Pulp Fiction and Reservoir Dogs.

The two cereals will be featured in this year’s annual Halloween promotion alongside traditional seasonal retreads, Count Chocula, Franken Berry and Boo Berry.

Shares of General Mills rose modestly in Thursday morning trading.

  1. [Image]: http://investorplace.com/wp-content/uploads/2013/08/halloween-cereals.jpg
  2. will make a brief comeback: http://adage.com/article/adages/general-mills-frute-brute-a-reboot/243739/
  3. GIS): http://studio-5.financialcontent.com/investplace/quote?Symbol=GIS)
  4. TGT: http://studio-5.financialcontent.com/investplace/quote?Symbol=TGT

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