Minnesota-based consumer food giant General Mills is launching its first new breakfast cereal brand in 15 years.

According to the company, shaped like small pieces of toast, the appropriately name “Tiny Toast” will hit grocery store shelves this month in blueberry and strawberry varieties.

“People told us that both varieties tasted real, and not fake like they typically associate with fruit-flavored cereals,” says Mike Evenson, product developer in General Mills’ innovation technology and quality division, in a company blog post. “We heard from several consumers that the Blueberry Tiny Toast tastes like a blueberry muffin, which is just awesome praise. That’s exactly what we were going for. When we heard that, we knew we were on to something good.”

General Mills eyes the brand as a family cereal, appealing to consumers of Honey Nut Cheerios and Cinnamon Toast Crunch. The company says work on the cereal began over a year ago and was first conceptualized as a layered cereal, though this idea proved too expensive. The new cereal contains no artificial flavors, colors or high fructose corn syrup and has nine grams of sugar per serving.