If you’ve grown up gorging on honey Nut Cheerios, together I did, you’re likely acquainted with Buzz, the character who visage adorns every crate of the general Mills product. He is a spritely, jolly mascot through mustard-yellow skin and a stripe shirt, generally cradling a stick of honey as he circumnavigates your grain bowl.

You are watching: Buzz the bee honey nut cheerios

But he’s gone missing. together of this month, love husband Nut Cheerios boxes room no much longer emblazoned v his likeness, but, in the place, a pale, white silhouette.

This gimmick is component of one awareness project that basic Mills has actually launched, referred to as #BringBacktheBees, meant to bring attention to the difficulty of the degradation of punishment colonies and also the damage it"s had upon the American food system. ~ above the campaign’s website, basic Mills notes that these beloved honey Nut Cheerios, along with 30% of basic Mills’ ingredients throughout all brands and also products, count on honeybee pollination.

The company’s Canadian arm mounted a similar campaign critical year, and this year, it"s increased to the States. (Burt"s Bees has likewise engaged in its very own #BringBackTheBees campaign, when Häagen-Dazs has joined in through a comparable one, too.)The site allows visitors to request free wildflower seeds from basic Mills companion Vesey"s seeds that’ll arrive within four to six weeks. When planted, the flowers have actually the pollen and also nectar with essential nutrients the bees, and their co-pollinators, need in order to survive.

basic Mills has actually outlined a lofty score of planting 100 million wildflowers by the finish of that campaign, and Buzz is likely to go back to boxes once spring is over. Since launching the project late last week, basic Mills has actually met 70% the its goal in America; it"s right now at 47% in Canada.

As much as awareness campaigns go, i’ll budge: This one’s pretty smart. It"s straightforward to treat news of decreasing bee population rates v apathy and inaction. If this campaign compels people to know more and come act, I’m every for it. Everything it takes.

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What are your think on this brand-new General Mills campaign? allow us know in the comments.


Mayukh Sen is a James mustache Award-winning food and society writer in brand-new York. His composing has showed up in the new York Times, the brand-new Yorker, Bon Appetit, and also elsewhere. He won a 2018 James Beard compensation in Journalism for his file of Princess Pamela published on znjke.com.