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The Gist: Build-to-order Breakfasts
$1.19 Per 3.3-ounce Serving
When I got the scoop that General Mills was quietly testing a personalized cereal site, I had to bite. I signed up to receive an access code. Once logged on, Ientered personal stats, selected ingredients on the My Taste page (chopped hazelnuts and dino-shaped rice puffs), and noted any outstanding health issues (nothing to report). The site then served up a list of recommended custom blends.
A week later, a nicely boxed shipment of seven identical one-serving pouches arrived. That day, I got an email saying that I could reorder automatically for a fee. A subscription to cereal! Too bad GM won't say how long the test lasts.
The mix had a bit too much sugar, but its dried fruit and soy nuggets were appealing - I felt I had done well for myself. There was, of course, a brief pang of alienation: Unlike a Wheaties devotee, I might be the only person in the world who'd ever eat this stuff.
General Mills: www.mycereal.com.
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