Cheerios is a brand of breakfast cereal. Cheerios was created on June 19, 1941 and is marketed by the General Mills cereal company of Golden Valley, Minnesota, as the first oat-based, ready-to-eat cold cereal. It was called Cheeri Oats at first, later changed to Cheerios because of a trade name dispute with Quaker Oats. The name fit the "O" shape of the cereal pieces. In some other countries, including the UK, it is sold by Cereal Partners under the Nestlé brand and in Australia it is sold under the Uncle Tobys brand.