Okay, fine...
It's because of the whole wheat, sugar, rice flour, partially hydrogenated soybean oil, fructose, maltodextrin, dextrose, salt, calcium carbonate, cinnamon, soy lecithin, trisodium phosphate, caramel and annatto extract color, zinc and iron (mineral nutrients), vitamin C (sodium ascorbate), a B vitamin (niacinamide), vitamin B6 (pyridoxine hydrochloride), vitamin B2 (riboflavin), vitamin B1 (thiamin mononitrate), vitamin A (palmitate), natural flavor, a B vitamin (folic acid), nonfat milk, vitamin B12, vitamin D. Freshness preserved by BHT. Contains wheat and milk ingredients.
But now everybody knows. :doh: