Sure, it's got plenty of healthful stuff in it, but spoon for spoon, it contains the sugar of Froot Loops.
And I mean "spoon" given that the makers report that a serving is a mere 2 tablespoons. For reference that photo up above shows one tablespoon. Suggesting two of those is a serving, to me at least, seems more than a touch hopeful as I struggle to imagine anyone only having 2 tablespoons of their breakfast cereal, especially one that's billed as incredibly healthful. If you took a half a cup of the stuff, for some still a rather small amount of cereal, that half cup, not including milk, would contain 440 calories and 4 teaspoons of sugar. Add milk and now the calories are bordering on those of a Big Mac - probably not what most are aiming for in a breakfast, let alone a teeny, weeny, bowl of breakfast.
Oh, and if you opted instead for a half a cup of Dark Chocolate Holy Crap, before the milk you'd be at 480 calories and 8 teaspoons of sugar (double the sugar spoon for spoon of Froot Loops).
Though to be fair, perhaps Holy Crap's mind boggling price (I'd believe it if 9 out of 10 first time buyers upon seeing the price said, "Holy Crap!") of $11.99/cup ($0.75/tablespoon) does in fact keep the pours small.
Either way, read your labels folks.
(If you want to save some money and make some of this stuff for yourself, I found this homemade recipe)