A bowl of cereal topped with milk has been a quick and healthy breakfast option for decades. While it was once an extremely common way to start the day, the popularity of cereal has dipped in more recent years as consumers sought out more “eat-on-the-go” options. Still, there is no denying the nutrient package that a simple serving of milk and cereal can provide.

To reignite a passion for cereal and milk, General Mills Big G cereal and the Milk Processor Education Program (MilkPEP) have partnered to bring the “Got Milk?” campaign to the breakfast table. In honor of the partnership, General Mills will debut limited-edition packaging on certain cereals, with the “Got Milk?” tagline and popular characters such as the Trix Rabbit and Honey Nut Cheerios’ Buzz the Bee sporting milk mustaches.

The Minneapolis-based company and MilkPEP formed this partnership to highlight what they consider to be the major benefits of milk and cereal, including:

• Nutrition — Cereal is the number one breakfast source of whole grain, fiber, and several vitamins and minerals, including iron. Meanwhile, milk is the leading source of calcium and vitamin D, along with high-quality protein.
• Affordability — Cereal and milk costs an average of 50 cents per serving.
• Simplicity — Cereal and milk are a quick and easy way for busy children and adults to start the day with nutrition they need and a taste they enjoy.

These limited-edition boxes of Cheerios, Honey Nut Cheerios, Lucky Charms, Cocoa Puffs, Cinnamon Toast Crunch, and Trix include coupons on the back, and shoppers will also be able to get a $2 rebate when they buy 2 gallons of milk and two boxes of cereal. The boxes will be available at most major retail stores nationwide.

The campaign will also include trucks delivering milk door-to-door in the Los Angeles area and an online milk mustache contest (#CerealMilkStacheChallenge) featuring social media stars.