I've been waiting for a cereal like this for at least a decade. NO sugar. I repeat, NO SUGAR. Next, HIGH PLANT-BASED PROTEIN. I'm so tired of seeing cereals made with whey protein (and soy protein, which I've never liked). It tastes even better than the similar oat-based O-shaped cereal you're thinking of. I love adding fruits to my bowl, whether they're frozen, dried, or fresh. I can create a unique flavor with the unsweetened base every single day. Thank you, Three Wishes, for making this product and ending my long search for a cereal like this.