Bees are paramount to human survival. But these food-chain guardians are facing near-extinction, so Honey Nut Cheerios wants to help.
In a bid to raise awareness to the decline in pollinator populations across the world, the cereal brand has removed its bee mascot, Buzz, from the front of their boxes.
Cheerios is also sending out a bunch of free wildflower seeds to anyone who signs up to their website, so cereal lovers can grow their own home for honey bees. "People need bees. And now bees need people," Cheerios' Bring Back the Bees site says.
Their initial aim to send out 100 million seeds in partnership with Vesey Seeds has been reached, but as their site states: "We’re not out of seeds. Order yours now!"
Those who receive the seeds in the post are encouraged to plant them in a "bee-friendly" area.
Honeybees have thrived for 50 million years and play a critical role in our food supply.
The Environmental Protection Agency (EPA) estimates that a third of food produced around the world would disappear without these striped-pollinators. But there is now growing concern.
In recent years, several species of bees have undergone dramatic declines, including the rusty-patched bumblebee (which was placed on the endangered species list earlier in the year). Their decline is thought to stem from habitat losses, disease, pesticides and climate change.
Sign up to receive 50 free wildflower seeds here. Also, Honey Nut Cheerios will be turning 3,300 acres of its oat crops into a bee-friendly flower garden by 2020.