What is this? Greul Gruel?

In order to compete with the likes of Whole Foods, Trader Joe's, and other specialty/organic markets, I've seen a lot of chain grocers step up their game by including organic sections in their stores. I was at one such chain recently and bought a box of Organic Instant Oatmeal, and it tastes awful! Somebody needs to go back to the drawing board on that one...