Walmart has partnered with General Mills to create an exclusive flavor of Cinnamon Toast Crunch, which will hit Walmart stores in June. This move is part of a trend of limited-time-offers (LTO) partnerships, which often occur across all retailers and product manufacturers. This partnership aligns with retailers such as fast food chains, retailers like Starbucks, and Coca-Cola. However, cereal sales have been falling, with unit sales in the RTE cereal category dropping 4.7% from the same period a year ago. Despite this, many Americans still enjoy cereal as a snack and away from home, with over two in five (43%) of US cereal consumers eating cereal as snacks.