HA! I used to hate cereals unless they were verrrrrrry sugary. Very. But one thing i actually did like when i was little was Rasin bran! The rasins were really great - true. I would pick them out and eat them first and then sneer at the soggy leftovers sometimes, but usually I was good

Also, porrage with lots of rasins or other dried fruits to make it sweet (and some brown sugar)... Cream of wheat with the taste covered by cinnamon and cooked apples. WOo. That rocked. Anyway i was one of the "sisters bland" as my dad used to call me and my sister

We were very picky children.
Also, maybe for breakfast you could try something besides cereal? Fruit salads are good, and someone mentioned french toast. Baked apples and cinnemon (no sugar) is nice too for breakfasts (you dont always have to make it the morning of either!). Muffins are also good - lately ive been enjoying bran muffins a lot, but things like blueberry muffins are nice. Maybe apple sauce made from scratch (i like cooked apples.. what can i say?)
Also, on another note, if you ever make cookies ive encountered quite a few people who use applesauce instead of shortening - and the cookies taste just the same if not better - though they're usually a little more moist - which is nice. You'd have to look up the amout of sauce to substitute for shortening but it works really well - i plan on doing it next time i bake!
good luck! I remember being a picky kid, and remember! If he's really that hungry he'll eat it anyway! *laughs*