Your morning cereal isn't auto-updated in the box, obviously, but the recipe is presumably tweaked quasi-continuously without calling it Corn Flakes 2.1 or something like that.
Not tweaked in the sense of improved, though. I guess that mostly it's changing the proportions and varieties of the contents depending on the price of the different ingredients and their availability. I was kind of shocked when I first learned (in a jam factory) that they do it all the time, while you're in the illusion of buying the same product, because, well, it displays the same label and brand.