They're one of the most iconic shapes in the breakfast cereal world, but for a short time the famous Cheerios "Os" will be joined by a new shape in some boxes.
Minnesota's General Mills has announced a limited time run for a heart-shaped "O" in its Honey Nut and original, yellow-boxed Cheerios.
The limited edition Cheerios have already hit some store shelves, and will continue to be pushed throughout January, leading up to National Heart Health Month in February.
In a press release, General Mills said it's hoping to raise awareness of heart health, noting that more than 100 million Americans have some form of heart disease.
"Honey Nut Cheerios is on a mission to inspire happy hearts," said Liz Mascolo, vice president, marketing for Cheerios.
"We want to remind people that living a heart-healthy lifestyle can be joyful, easy and delicious, and Honey Nut Cheerios can help to fuel that journey. We hope the new heart shapes not only put a smile on people’s faces but inspire them to find new, fun ways to take care of their hearts."
As part of the. promotion, General Mills says it will be encouraging consumers to "adopt simple, fun behaviors that get them active like walking the dog, playing with grandkids, or joining a group fitness class."
When it comes to the health of breakfast cereals, the New York Times looked into the supposed benefits of Honey Nut Cheerios in 2017.
It found that while the yellow-box Cheerios is low in sugar and provides some benefits of oat fiber, studies of Honey Nut Cheerios have found that it contains among the highest amounts of sugar out of the most popular breakfast cereals.
This list from Greatist looked at some of the healthier cereal alternatives, and for General Mills suggested Wheaties and Total were the ones to buy.