So, Arcade Fire are back, back, back with a brand new album, ‘Everything Now’, which is coming out in just a few weeks’ time.

Officially, we’ve only had a listen to the title track, but they have premiered a couple of other numbers live, including ‘Creature Comfort’. Now they’ve got a teaser for the studio version of the track and, um, well, hope you like your breakfast with a side of drugs.

Yep, ‘Creature Comfort’ is now also apparently a breakfast cereal distributed by the Everything Now Corp. It’s made of 100% marshmallow, but that’s a bit of a fib because it also “contains methylphenidate” – aka Ritalin. Well, we guess it’ll wake you up in the morning…

Watch the cereal commercial below. It’s all part of a balanced diet, kids!