For perhaps the first time, an American bee has made it to the U.S. Fish and Wildlife Service’s (FWS) endangered species list, as the U.S. Department of Agriculture indicates the number of honebee colonies fell 8% to 2.5 million in 2016 from year before. While the news is not good, the honeybees have found themselves a seemingly unlikely champion.

Food giant General Mills Inc. (GIS) has launched a campaign to help save the bees, in hopes to simultaneously boost its declining cereal business.

GIS Wants Millennials Buzzing About Cheerios

The Golden Valley, Minn.-based multinational food manufacturer said in a statement last week that it will remove its “iconic spokesbee,” named BuzzBee, from Honey Nut Cheerios boxes this spring, citing Greenpeace data about worldwide honeybee colony collapse. The new box will show only the outline of the iconic bee.

The firm hopes to revive consumer engagement with its #BringBackTheBees campaign, with a goal to facilitate families in planting more than 100 million wildflowers. To prove its commitment to the cause, General Mills now has free wildflower seeds available via online orders. General Mills touts itself as a cereal “built around nutrition,” also indicating that about 30% of its products rely on pollination. For these reasons, the firm says it has invested more than $4 million in bee conservation group Xerces Society over the past six years.

In light of General Mills’ cereal business sales decline of 3% in the most recent second fiscal quarter, the firm has felt pressure to innovate as consumer preferences change. As Millennials​ increasingly shy away from the breakfast cereals of their childhood, industrywide sales fell 1.7% for the year ended Feb. 25, according to data from Nielsen. Many industry players have therefore launched new products and campaigns that play on new consumers’ affinity for eco-friendly and health-conscious products along with a greater appreciation for strong company values. (See also: General Mills to Commercialize Eco-Friendly Grain.)

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