U.S. sales of the colorfully packaged morning staple have been in a decades-long decline, a trend back in the spotlight with news that Italian confectioner Ferrero Group plans to purchase WK Kellogg, maker of Corn Flakes, Froot Loops, Rice Krispies and other familiar brands.

The transaction marks the end of Battle Creek's run as a quintessential company town in Michigan, where the name "Kellogg" graces almost everything.

With the FDA banning some artificial food dyes, Froot Loops could lose their rainbow. 🌈 We blind taste-tested the U.S. version against two dye-free formulas to find out — does color actually change the flavor?

I want cereal at night, no one’s around me, and I’m, like, watching a TV show," the reality star said on her podcast. "And I want it to be a sugary kids’ cereal”