Cereal Project > General Mills > Hidden Treasures

Hidden Treasures
From: General Mills
Introduced in 1993

"The taste that's full of surprises!"

The front of the cereal box described Hidden Treasures as a "crunchy and sweetened corn cereal - some with artificially flavored fruit centers" and asked the question, "which ones hold a hidden treat?"

A 1994 television commercial described it like this:

"Thing aren't always what they seem. Take Hidden Treasures cereal... every square looks the same... sweet, crunchy, right? But certain ones have a taste of fierce, fruity frosting inside. Some got it. Some don't. Some blast ya. Some won't. Hidden Treasures... the cereal that's more than it seems."

The mascot for Hidden Treasures was a robot named H.T. who appeared to have an inverted metal cereal bowl for a hat. On the introductory box, the side panel included the following text under the headline "HT's Out Of His Mind For Inventions!"

"H.T.'s researching fun inventions in hopes he'll be inspired to invent a way to discover which Hidden Treasure pieces have the fruity filling. Can you help him match the fun invention to the description of how it was invented." Then there were four short paragraphs describing the inventions of the bowling ball, Silly Putty, the Slinky and roller skates.

Hidden Treasures Cereal Box (Front)

The back of the first box described the cereal in a series of comic panels:

"New Hidden Treasures Cereal is amazing. Some pieces have fruit inside... some don't! That's the fun of Hidden Treasures... not knowing when you'll discover a yummy blast of cherry, orange and grape flavor. New Hidden Treasures... the taste that's full of surprises!"

Hidden Treasures Cereal Box (Back)

The first 7 items in the very long list of ingredients were corn meal, corn flour, sugar, partially hydrogenated vegetable oil, corn syrup, salt and grape juice.

Click here to see all cereals from General Mills.

Hidden Treasures Cereal Theater

Now Showing: 1994 Hidden Treasures Cereal Ad

Additional Images
Hidden Treasures Box - Front & Back
click to enlarge

Hidden Treasures Box - Front & Back

Submitter: jeffrey
Uploaded: 11/29/2010

Additional details

1994 Hidden Treasures Sample Box
click to enlarge

1994 Hidden Treasures Sample Box

Submitter: DeeJay
Uploaded: 11/21/2008

Additional details

Comments About This Cereal
What do you think of Hidden Treasures?

Overall Average Rating = 5 (out of 5)

View all 63 comments for this cereal.

By Joe

Cereal Rating (out of 5):

Best cereal I have ever had... I really wish GM would bring it out again. I would spend all my money and break my diet if they did. I would seriously buy a pallet of this stuff!

Comment submitted: 10/14/2019 (#24604)

Official Member: Team BreakfastBy ardentgailla (Team Breakfast Member)

Cereal Rating (out of 5):

This was one of my favorite cereals. I still crave it sometimes in my adulthood. I would take an off-brand version of this, too.

Comment submitted: 3/21/2019 (#24033)

By ColdFusion

Cereal Rating (out of 5):

This tasted really good as I recall. Very satisfying. The 'mystery' aspect failed though... I distinctly remember you could tell the flavor based on whether the seam on the piece was in the center, off-center, or near the edge. Oddly enough, I remember that yet I don't remember there being non-filling pieces.

Comment submitted: 11/18/2016 (#21050)

By JJ-One

Cereal Rating (out of 5):

I got a box of this cereal at a discount store one time. It reminded me of Captain Crunch but with a tasty filling. Shame the kids didn't take a shine to it back when it first hit the shelves. :(

Comment submitted: 6/3/2016 (#20371)

Official Member: Team BreakfastBy jmroszczak (Team Breakfast Member)

Cereal Rating (out of 5):

This is definitely the best cereal I have ever tasted in my life (that went away). And I only had it 2 times. Both times were at a sleepover.

Comment submitted: 2/13/2016 (#19961)

By jamesyug

Cereal Rating (out of 5):

You know, I have noticed that a lot of you say that you couldn' remember the name and that you have been looking for it for years. If you really loved it like I do, you would've never forgotten the name. I could never forget the name of something so life changing.

Comment submitted: 8/13/2015 (#19334)

Official Member: Team BreakfastBy bethywethy17 (Team Breakfast Member)

I remember begging my mom and dad to get me this cereal. Why I ever begged I'm not sure.... lol :p I thought this was one of the nastiest cereals I ever tried. I don't even think we ever repurchased it. Lol. I don't think it was sold for very long either.

Comment submitted: 8/12/2015 (#19317)

By jamesyug

Cereal Rating (out of 5):

I have been saying for the last 15 years that I would give all of the money in my bank account for one box. It was my favorite cereal back then and I still have dreams about it. I cried when they took it off the market.

Comment submitted: 8/12/2015 (#19311)

By BinkBink27

Cereal Rating (out of 5):

OMG me too. I've been trying to remember the name and no one ever knew what I was talking about and then the other day it just popped into my head! I think I was 6 when this yummy treat was gone for good! Feed My Hidden Treasures Need GP!

Comment submitted: 3/7/2015 (#18685)

By Joe Treasure

Cereal Rating (out of 5):

I would take a life, for a box of this cereal... General Mills, I will be your hit man and you can pay me in Hidden Treasures.

Comment submitted: 1/6/2015 (#18321)

View all 63 comments for this cereal.

Comment On Hidden Treasures Cereal:

Enter Your Review or Comments Here:

Rate This Cereal:

egg egg egg
Rotten Pretty Bad Okay Very Good Awesome
I Prefer Not To Rate This Cereal

Security Question:
Please type the name of the cereal below.

Please type the name of this cereal in the space to the right

Please enter the name of the cereal to the left:

Connect With Mr Breakfast   MrBreakfast at FaceBook   Mr Breakfast On Twitter   Mr Breakfast On Pinterest