I'm not to sure about the name but I like the fact they are collaborating.  General Mills has announced a collaboration with Hershey's and Pillsbury on "fillows" cereal.

Fillows, a cereal with a crunchy shell and a burst of creme filling inside, will be available in Hershey's Cookies 'n' Creme and Pillsbury Cinnamon Roll flavors. I think I want to bite into that Cinnamon Roll cereal.

General Mills says their new collaboration will be available at nearly 1,700 Walmart stores beginning next week.