General Mills’ cereal is hurting due to Millennials going for healthier on-the-go breakfast options. The company is trying to avoid the grave by raising prices and banking on younger children and older people. General Mills is also targeting parents by advertising itself as an effortless, handy breakfast for kids featuring emojis and celebrity partnerships. For the older crowd, the company is using Wheaties and Cheerios and emphasizing the cereal’s nutritional benefits, such as fiber and heart health.

General Mills’ cereal future might be bleak, but they’re not going to the grave without a fight.