No. 2 cereal maker General Mills last week rolled out its 11th variation on Cheerios, a new fruit-flavored sugary version called Fruity Cheerios. General Mills says the new cereal has "25 percent less
sugar than the leading fruity cereal." Kellogg's Fruit Loops, the leading fruity cereal, already has a version of itself containing 33 percent less sugar. New TV advertising supports the Fruity
Cheerios national launch.