UNITED STATES - SEPTEMBER 21:  A shopper pushes her cart down the cereal aisle, including General Mills cereal Fruity Cheerios, in a New York supermarket Thursday, September 21, 2006. General Mills Inc., the second-largest U.S. cereal maker, said first-quarter profit rose 6 percent, exceeding analysts&#039; estimates on higher sales of new cereals, including Fruity Cheerios, and Yoplait yogurt .  (Photo by Stephanie Kuykendal/Bloomberg via Getty Images)