General Mills has a commitment problem.
It seems whenever the cereal behemoth finally gets around to releasing a totally new cereal IP, they end up backtracking and lumping it in with an existing, already well-known cereal family. The highest profile case of this occurred with Tiny Toast, which, at the time, got a lot of publicity for being GM’s first truly new cereal brand in over a decade. However, a year later, Tiny Toast was, well, toast—and its two flavors became Strawberry and Blueberry Toast Crunch, both of which were discontinued not long after.
And now, this seems to be happening again, at least in some sense. Remember Fillows? The extremely dense and decadent filled pillow duo from 2019 which also got axed before releasing new flavors? Well, it appears they may be back, albeit with much more prominent cross-branding with existing General Mills properties.
The above photo of two Crispy & Creamy Filled Bites cereals comes courtesy of Michael B., from a Hy-Vee in Minneapolis that is apparently a test store for General Mills—which makes sense, given that’s where the corporation is headquartered. As a test item, it’s therefore unclear when these Filled Bites might hit stores nationwide, nor is it guaranteed that they’ll even get a conventional release at all.
Either way, I sure hope they do. I thought Fillows were criminally underrated as an uber-indulgent dessert cereal, and any cereal that gives Golden Grahams the spinoff respect it deserves is a must-try in my book. What do you think? Which would you try first?
