What a breakfast buzzkill.

Honey Nut Cheerios has pulled its mascot from cereal boxes to shed a light on the plight of honeybees, which are disappearing in droves.

Beloved Buzz Bee has been replaced with a stark white cutout, since 42% of U.S. bee colonies collapsed in 2015.

“Buzz Bee is off the box to help his pollinator friends who are in trouble. Join the mission to #bringbackthebees!” tweeted the General Mills cereal brand on Wednesday.

The company is giving away more than 100 million packets of wildflower seeds with each Honey Nut Cheerios package. It’s also pledged to convert 3,300 acres of its oat farms to nectar- and pollen-rich flowers by 2020 to feed the bees and other pollinators, which are an important part of a balanced breakfast (and lunch, and dinner) because 70 out of the top 100 human crops are pollinated by bees.

General Mills isn’t the only brand the bee-lieves in saving the bees. Nut butters maker Justin’s recently announced it was teaming up with nonprofit groups Xerces Society and Growing Gardens to replace hives, plant flower beds and raise awareness.  “Bees are responsible for 1 in 3 bites of food we eat, including almonds, honey and cacao – three of my favorite forms of food. But with honey bees dying off at a rate of 44% per year, we can’t afford to sit idly,” said Justin Gold, founder of Justin’s. 

Häagen-Dazs has also swarmed to the bees’ defense by donating more than $1 million to honey bee research and rescue groups since 2008 to help lick the problem.