For what it's worth, I tried those beige coloured box, Oat Cheerios when they first came out, and I didn't really like them. They have a sugary coating (not quite as coated as honey-nut, but not plain either) which I didn't like.
I don't like sugary cereals, but if you do, you might like these. Cheerios are my all-time favorite cereal, so I would be very happy to find the plain, yellow box style ones.
I'm pretty sure I've seen imported Cheerios at that Rosslyn Deli in Hampstead. I'm also pretty sure they were £7 or something silly. I love them, but not quite that much!