General Mills Big G cereal and the “got milk?” campaign from the Milk Processor Education Program (MilkPEP) announced a historic partnership designed to deliver even more fun along with the essential nutrition people need to fuel their mornings. To celebrate the partnership, Minneapolis-based General Mills is debuting special limited-edition packaging on popular cereals featuring their beloved characters, including Buzz, Lucky, Trix Rabbit and more, donning the famous got milk? mustache.

“We believe in the power of cereal and milk to be an easy, affordable and delicious way to deliver the nutrients people need with the taste they love,” said Amy Cohn, senior nutrition manager for General Mills. “And for kids who eat cereal, 53% of their daily milk consumption comes from pouring cereal and milk together. So while General Mills cereal and milk have been a perfect pairing for a long time, we’re thrilled to officially come together to share this important message through our iconic characters.”

General Mills and MilkPEP said the partnership is aimed at highlighting the unbeatable benefits of cereal and milk, including:

  • Top-notch nutrition: Cereal is the No. 1 source of whole grain, fiber and several vitamins and minerals, including iron, at breakfast, while dairy milk is the No. 1 source of calcium and vitamin D ,as well as a high-quality source of protein.
  • Affordability: General Mills cereal with dairy milk costs an average of just $0.50 per serving.
  • Simplicity: Cereal and milk make it quick and easy for busy families to start their day with the nutrition they need — and the taste kids love.

“Now more than ever, families are looking for quick and affordable ways to get the nutrition they need,” said Yin Woon Rani, CEO of MilkPEP. “A bowl of cereal and milk is always a winning combination and an easy way for parents to feel confident that their kids are starting the day off right. Our goal with this campaign is to provide inspiration and tools that are accessible to all parents to help make breakfast fun and nutritious. We think breakfast is the perfect time to make sure families ‘got milk?’ in the year ahead and beyond.”

The limited-edition boxes will include coupons on the back of the box, the organizations said. Shoppers can also get $2.00 back via digital rebate when they buy 2 gallons of dairy milk and two boxes of General Mills Big G cereal. Details about the digital rebate can be found at

Additionally, with the launch of this campaign, General Mills Big G cereal and got milk? are delivering even more – right to your door. Starting January 11, National Milk Day, Big G’s Cereal Collective Milk Trucks will be popping up across the Los Angeles area with a reimagined take on the vintage milk man experience. The fun will also be delivered straight to social feeds with the launch of the #CerealMilkStacheChallenge, where some of today’s biggest social media stars will show off a new take on the classic milk mustache — after they drink cereal and milk straight from the bowl.

Consumers may find the limited-edition General Mills Big G cereal and got milk? partnership boxes of Cheerios, Honey Nut Cheerios, Lucky Charms, Cocoa Puffs, Cinnamon Toast Crunch and Trix at most major retailers nationwide now, General Mills and MilkPEP said.

To learn more about the partnership and join in on the #CerealMilkStacheChallenge, please follow @GeneralMillsCereal and @gotmilk on Instagram and @GenMillsCereal and @gotmilk on TikTok.