Would you pay $13 for a box of cereal? General Mills hopes you will.

But rather than the sugar-laden bowls of usual, the breakfast brand launched Morning Summit late last year, which contains almonds, dried cherries, cranberries, pumpkin seeds, and whole-grain flakes.

The hope is that more health-conscious consumers will return to cereal, after several years of declining sales in the market category.

While the price tag for Morning Summit at Walmart and Amazon hovers around $25 a box, Cheerios, also owned by General Mills, sells for a more budget-friendly $4.

Source: https://www.cbsnews.com/news/morning-summit-cereal-general-mills-13-dollars-a-box-in-bid-for-health-conscious-consumers/