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AISLE 3 · CEREAL
Fingos
by General Mills
Gone — discontinued in 1994 after roughly a year, and General Mills has never revived the name. The idea outlived the product: dry cereal eaten by the handful is entirely ordinary now, just not sold as its own cereal.
A cereal engineered to be eaten dry, by the handful, at any hour that wasn't breakfast — hexagonal flakes sold in a box that sat, confusingly, in the cereal aisle. Shoppers could never quite work out what it was for.
🧾 One more thingThe idea came from General Mills research finding that only about 7% of cereal buyers ever ate the stuff outside breakfast, and the company spent roughly $34 million advertising the solution in 1993 alone. Fingos didn't survive 1994 — a snack that never managed to escape the cereal shelf.
🕯️ Shoppers also mourned