current advertisements for this cereal portray adults in some form unable to "see what makes them so popular," the adult guesses something completely off the wall, and usually related to the adult's profession, whereby the children correct them and loudly say "it's the cinnamon sugar swirls in every bite!". however, the cereal is also currently advertised directly to adults, as a healthy breakfast choice with a great taste they grew up with. either way, the portrayal has worked; it is favored in 54% of states in the united states.