So for context, a lot of foods have swerved their way around having true sugar in their ingredients once a substitute was realized. They call these artificial sweeteners, and they're advertised as a replacement for sugar, but because they're also not as natural compared to sugar (by far), there has been concern they're carcinogens (which a lot of things we use are, such as air freshener spray, though this isn't to say there is anything against them, just they cannot be taken for granted).
Along comes Magic Spoon, a cereal brand where the lack of added sugar is one of the pillars and which also advertises more vivid flavors. To the point that a lot of people will be arguing that you might as well just swear off cereal. I've seen a lot of people in stores sell Magic Spoon, but these are typically pre-bought in bulk and put in tiny family-run convenience stores, otherwise the main source is YouTube videos because they know the big sellers are more cautious.