Frosted Mini-Wheats

Frosted Mini-Wheats (Frosted Wheats and Mini Max [smaller version] in the United Kingdom, Mini-Wheats in Canada, and Toppas in certain European countries; also referred as "Mini-Wheats" in the US) is a breakfast cereal manufactured by Kellogg's consisting of shredded wheat cereal pieces and frosting.

Kelloggs introduced Frosted Mini-Wheats in the United States in 1969 as a large size portion that was available in regular and brown sugar/cinnamon flavor, which would later be followed by a bite-size portion that was introduced in 1980. The original large size Mini-Wheats would later be renamed "Big Bite" by 2001. In 1999, Kellogg's went into the line by introducing a non-frosted Mini-Wheats variety that contained raisin filling, replacing Raisin Squares. It was discontinued in 2 years. Frosted Wheats were available from the 1980s until the early 1990s in the United Kingdom under the Toppas name. They subsequently disappeared from shop shelves but were reissued several years later under the Frosted Wheats brand, similar to that used elsewhere in the world. The new cereal uses far smaller pieces of frosted wheat parcel than the original Toppas and contains beef gelatin. Initially Kellogg's Mini Wheats were available without the sugar frosting and with raisins or blueberries in the center. The Mini-Wheats recipe when produced in Canada or the United States was slightly different. Since January 2008, Canadian-produced (plant in Belleville, Ontario) Mini-Wheats are available in Canada and are imported into the US.

Frosted Mini-Wheats are marketed variously. They tolerated a short stint on television advertisements with a series of commercials about one Frosted Mini-Wheat with "split personalities;" the sweet (frosted) side and wheat (shredded grain) side argued over who was more popular. When the new MyPyramid debuted, launching the whole grain craze, it enjoyed another short-lived advertising stint as a fiber-conscious cereal. These advertisements involved a man walking around, asking "Have you had your fiber today?", then handing unsuspecting, confused people a bowl of the cereal. However, these ads have discontinued. Meanwhile, in the early/mid-1990s, several ads aired showcasing conflict between children raving about the frosting and adults raving about the whole grain wheat. The best-known of these "The Kid in You ads feature adults turning into children and kids turning into adults (actress Marcia Wallace appears in one of those "Kid in Us" spots, and one used the famous line from When Harry Met Sally..., "I'll have what she's having.", which was said by an elderly woman sitting next to a young businesswoman who turned into a 13-year-old girl in front of her).

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