Some speculate that's because people are trying to avoid sugary varieties like Trix and Lucky Charms.
It looks like Tiny Toast is trying to appeal to health-conscious consumers. It boasts that it contains no high-fructose corn syrup and no artificial colors or flavors.
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However, it still has 9 grams of sugar per serving. That's the same as Reese's Puffs and only 1 gram less than Lucky Charms.
Regardless, General Mills seems to be working on appealing to millennials. It has launched social media campaigns on Facebook, Instagram, Tumblr and Snapchat to promote the cereal with GIFs and memes.
This video includes clips and images from General Mills.