General Mills Gives Frute Brute a Reboot
Cereal box collectors have a reason to howl: Frute Brute is coming back.
General Mills is reintroducing the cereal as part of a limited time offer that will also feature Fruity Yummy Mummy. The two brands will join the marketer's three other monster cereals -- Franken Berry, Boo Berry and Count Chocula -- which typically come back every fall as part of a Halloween promotion. It is the first time all five brands will be offered together, the company announced today on its corporate blog.
Frute Brute, known for its werewolf mascot dressed in rainbow overalls, was discontinued in 1982 after an eight year run.
Fruity Yummy Mummy disappeared in 1992.
Brute, in particular, has achieved cult-like status in the cereal collector's community (yes there is such a thing). "It is considered by many collectors to be the most sought-after vintage cereal box," General Mills said, noting that the brand was used by Quentin Tarantino in "Reservoir Dogs" and "Pulp Fiction."
For their return, the werewolf and mummy have gotten facelifts. (And for whatever reason, General Mills is now spelling "fruit" as "frute.") But fans who miss the old guys can head to Target, where all five monster cereals will be sold in retro packaging.
The news has caused quite a stir among cereal junkies, including the publisher of a blog called "Dinosaur Dracula," who breathlessly declared it as "shaping up to be the best Halloween season EVER."