Best Baby Cereal?

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For those of you that are feeding (or plan to feed) your baby infant cereal, which brand(s) do you prefer? What type of cereal (rice, oatmeal, etc) do you think is best?

Note: I know some people think cereal is bad in general because it's empty calories, is processed, etc. But I'm going to use it, so I would only like to hear from those that have used it or have some knowledge about brand differences.