Years ago I tested this product when it didn't even have a name and we didn't know who the manufacturer was. Recently my son saw the commercials on TV and asked me to buy it. HE BEGGED for it daily asking each time I came home from the store if they had it in stock. It was awesome timing that Amazon had it FIRST before my local stores. When we received the box my son even ate it for dinner as he loves the crunchiness of the cereal but the best part everyone agrees is the chocolate flavor inside!  It makes the cereal unique and truly makes you want MORE.  We also love the chocolate version of this cereal. I have found it locally and have been buying a box a week and will be watching for sales on Amazon as I love buying in bulk.