The passive-aggressive competition between cereal giants Kellogg's and Golden Valley's General Mills took another turn on Wednesday when Kellogg's launched a suspiciously familiar cereal.
The new cereal, Honey Nut Frosted Flakes, bears a not-so-subtle resemblance to General Mills' famous Honey Nut Cheerios.
As you can see above, the new Kellogg's cereal features a honey spoon and a bee on its box, iconic images that also feature on the front of Honey Nut Cheerios.
This in turn has led many to assume this is Kellogg's own form of revenge on General Mills for last December launching "Lucky Charms Frosted Flakes," a mashup featuring the cereal made famous by Kellogg's Tony The Tiger.
GM was able to use the "Frosted Flakes" because it is a descriptive term considered too generic to be trademarked, as it was reported at the time by Today.
Now it looks as though Kellogg's is taking advantage of the same loophole (pun intended) for the descriptor, "Honey Nut."
“Honey Nut Frosted Flakes was a tough nut to crack. We knew our fans would be excited for this flavor and we’re too," said Brant Wheaton, the senior brand manager for Frosted Flakes, in a statement.
"It was such a fun challenge to combine the two well-known flavors of honey-nut and Frosted Flakes to make something completely unique and quite frankly, g-r-reat."
The new cereal will come in 13.7oz and 24.5oz boxes and will be available at all major grocery stores and retailers nationwide.