General Mills will launch a new cereal brand Tiny Toast this month, which is its first after a gap of 15 years.
The cereal brand will be available in two in Blueberry and Strawberry varieties.
General Mills innovation, technology and quality division product developer Mike Evenson said: "People told us that both varieties tasted real, and not fake like they typically associate with fruit-flavored cereals.
"We heard from several consumers that the Blueberry Tiny Toast tastes like a blueberry muffin, which is just awesome praise. That's exactly what we were going for. When we heard that, we knew we were on to something good."
The company said Tiny Toast has been created to have an all-family appeal similar to Honey Nut Cheerios and Cinnamon Toast Crunch.
Tiny Toast is a new cereal brand from General Mills since 2001, when it launched the now discontinued Harmony cereal.
However, Basic 4, which was introduced in 1991, is the last newly branded cereal that still finds a place in its our cereal portfolio.
During the past 25 years, General Mills has rolled out several new cereals but they arrived via extensions of existing brands or licensing agreements, such as Reese's Puffs.
The company had started working on Tiny Toast more than a year ago, with the development team contemplating a layered cereal initially.
However, the concept was proved to be expensive and complexity.
General Mills cereal innovation senior marketing manager Alan Cunningham said: "The R&D team said, 'Well, if fruit on the inside is good, maybe it's just as good on the outside.' This led to the coating of real fruit."
Evenson said: "Consumers told us that they wanted the fruit to have a uniform coverage on the cereal.
"They didn't want us to put in whole slices of fruit."
