Texas WIC approves new cereals

Dear Texas WIC Vendor Community,

The Texas WIC program is pleased to announce four new breakfast cereals will be available for WIC participants to purchase, beginning January 4, 2021.




Sesame Street C is for Cinnamon 18 oz.


Sesame Street 123 Berry 18 oz.


Sesame Street C is for Cinnamon 12 oz.


Sesame Street 123 Berry 12 oz.



On or after January 4, 2021, vendors will need to download the Approved Product List (APL) to sell the newly WIC approved cereals to WIC participants.

Texas WIC is ready to assist our vendor partners. Should you have any questions regarding this Vendor News Flash, please contact the Vendor Management Unit’s Compliance Oversight Branch at [email protected] or 800-252-9629. Find more WIC vendor resources on our website at bit.ly/TexasWICVendors.


Texas WIC
Vendor Management & Operations Unit
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