Getting off my duff long enough to research the topic, it appears that Nestle doesn't sell the regular Cheerios in Europe. They sell Honey Nut Cheerios, their version of regular Cheerios (which appears to be the same as Multigrain Cheerios in the US), and something called Oat Cheerios. At first blush, this looks like regular Cheerios, but the ingredient list reveal a lot more sugar than what you get in regular US Cheerios.

I will agree that the stuff tastes like cardboard packing material.