We collected the cool box from the sorting office yesterday, and the dc enjoyed opening it and spelling out things with the magnets/deciding who the characters were.
This morning we tried the cereals themselves. Not such a great response, I'm afraid (but thank you very much to BEAR for the opportunity to try them).
Do you find breakfast with your DCs to be a challenge, or not?
Often, yes, primarily because we don't have enough time in the mornings to have a leisurely breakfast in the week. Weekends are better. Mon-Fri they usually eat standing up on the crowded bus while reading their reading books and cramming their spellings. 
What do your DCs usually eat at breakfast? Are you worried about the refined sugar and salt that most breakfast cereals contain, or not?
Mon-Fri they always have a banana/clementine/pear/apple first, then soggy toast/brioche/pain au chocolat/rolled-up pancake/muffin. I have long since given up worrying about sugar. As long as their breakfast is fairly bready/floury, I figure that'll get them through to lunch ok, even if it's sugar-heavy too.
Sat & Sun tends to be at home, so fruit then a fry-up, or cereal and yoghurt, or ham and cheese on rolls.
What did your DCs think of Bear Alphabites?
Well, the concept went down well in terms of Bear (ds has a yo yo in his lunch every day as one of the 5-a-day) and the monsterbet and all the reading on the back of the pack - they like to read while they eat. They weren't, at 9 and 6, interested in the ingredients. They liked the padlock on the top of the pack.
They also really enjoyed spelling stuff out, as one might expect, and nicking each other's letters to howls of outrage, which I wasn't bets pleased by.
The taste, erm, not so much, I'm afraid. They are quite limited in terms of cereal they like anyway: Cocopops, weetabix, cornflakes, rice crispies, porridge, cinnamon squares. That's about it.
dd (9) said that the cocoa one tasted 'horrid on its own', while with milk 'you can't taste it' - that was an improvement, apparently. Having tried a handful myself, I can sort of see her point, in that it was a bit musty-tasting.
ds (6) said the cocoa one 'didn't taste like anything', milk or otherwise.
They both preferred the plain one, and thought it tasted a bit like honey. Ok on its own as a finger-food snack, but too sweet with milk.
Would you buy Bear Alphabites for your DCs in the future?
No, I don't think so. The only use we might have for them is in a pot in a packed lunch, and then I'd be unhappy with the sticky sugar on teeth aspect, as they already have fruit and yoyos in their lunch.
But rest assured we'll keep the company going on our yoyo purchasing alone. At leats until we finally get an England card...
Would you recommend Bear Alphabites to friends or relatives?
I'll pass on the packs to other people, or they'll just end up going stale in the cupboard, but I won't be recommending to others, I don't think, unless specifically asked to highlight cereals that are made with low GI sugar.
Sorry not to have more positive news!