1 00:00:00,240 --> 00:00:27,240 Speaker 1: Ridiculous History is a production of I Heart Radio. Welcome 2 00:00:27,280 --> 00:00:30,520 Speaker 1: back to the show Ridiculous Historians. Thank you, as always 3 00:00:30,560 --> 00:00:34,600 Speaker 1: so much for tuning in. This is part two of 4 00:00:34,720 --> 00:00:39,280 Speaker 1: a continuing history of Breakfast Cereal, So if you have 5 00:00:39,360 --> 00:00:42,400 Speaker 1: not heard part one, you might not be totally lost, 6 00:00:42,440 --> 00:00:46,279 Speaker 1: but you will enjoy this on a deeper level. Uh, 7 00:00:46,840 --> 00:00:50,120 Speaker 1: I think that's fair to say. Always. Yeah, Ben, I 8 00:00:50,159 --> 00:00:52,080 Speaker 1: have to tell you, Um, I'm Noll by the way, 9 00:00:52,120 --> 00:00:55,000 Speaker 1: and you're Ben. The first part of this series, you 10 00:00:55,080 --> 00:00:59,520 Speaker 1: opened the show by asking Max and myself whether we 11 00:00:59,560 --> 00:01:02,480 Speaker 1: had eaten cereal for breakfast or you know, any kind 12 00:01:02,480 --> 00:01:05,720 Speaker 1: of breakfast cereal. I come to you today having not 13 00:01:05,840 --> 00:01:09,720 Speaker 1: eaten breakfast cereal exactly, but I did eat French toast sticks. 14 00:01:10,319 --> 00:01:12,679 Speaker 1: I don't know if anyone's familiar with this innovation. They 15 00:01:12,680 --> 00:01:15,800 Speaker 1: come in sticks now pre sticks, and uh you just 16 00:01:15,840 --> 00:01:18,240 Speaker 1: pop them in the ove him and boy howdy are 17 00:01:18,240 --> 00:01:21,720 Speaker 1: those things delightful and they don't feel for some reason 18 00:01:21,760 --> 00:01:24,480 Speaker 1: the stick for makes it feel as though it's not 19 00:01:24,560 --> 00:01:28,440 Speaker 1: as heavy as either regular French toast, which maybe just 20 00:01:28,560 --> 00:01:32,920 Speaker 1: a complete Jedi mind trick. But as we'll find out today, 21 00:01:33,280 --> 00:01:37,360 Speaker 1: cereal is full of those breakfast foods is an industry, 22 00:01:37,400 --> 00:01:40,080 Speaker 1: you know, from Bacon on down. Big shout out to 23 00:01:40,120 --> 00:01:45,200 Speaker 1: our super producer, Mr Max Williams. Max or French toast 24 00:01:45,200 --> 00:01:47,400 Speaker 1: sticks new to you. I mean I don't really eat 25 00:01:47,440 --> 00:01:49,480 Speaker 1: anything breakfast at all. I mean I've had them before, 26 00:01:49,560 --> 00:01:52,000 Speaker 1: but I mean they're cool invention. The only breakfast I 27 00:01:52,000 --> 00:01:54,080 Speaker 1: will eat is bagels and locks. That's about it. It's 28 00:01:54,080 --> 00:01:57,280 Speaker 1: pretty great. Yeah, I'm it's it's amazing. I'm on the 29 00:01:57,360 --> 00:02:00,880 Speaker 1: road and I almost got some almost at a bagel 30 00:02:01,160 --> 00:02:05,279 Speaker 1: and Locks when I got in when I blew into 31 00:02:05,320 --> 00:02:10,399 Speaker 1: town at a twenty four hour gets hype place. But it, uh, 32 00:02:10,480 --> 00:02:12,919 Speaker 1: I think I might have a new like rule for myself. 33 00:02:13,320 --> 00:02:16,800 Speaker 1: I don't think I should get bagels at like two 34 00:02:16,840 --> 00:02:21,880 Speaker 1: am from a place that's open, not exclusively as a diner. 35 00:02:22,040 --> 00:02:25,680 Speaker 1: They were selling lots of stuff, you know. You speaking 36 00:02:25,680 --> 00:02:27,120 Speaker 1: of diners, By the way, do you know what the 37 00:02:27,120 --> 00:02:30,520 Speaker 1: criteria for a diner is. I just found this out recently. 38 00:02:30,800 --> 00:02:33,120 Speaker 1: It just has to have like an open kitchen and 39 00:02:33,240 --> 00:02:37,720 Speaker 1: a bar with seats, and mainly they're known for serving 40 00:02:37,760 --> 00:02:42,079 Speaker 1: breakfast food all day. But specifically that's the main criteria 41 00:02:42,120 --> 00:02:45,359 Speaker 1: for something being considered a diner. Then that explains why 42 00:02:45,400 --> 00:02:49,200 Speaker 1: a lot of things could be called diners in general. 43 00:02:49,280 --> 00:02:51,519 Speaker 1: You know, there was that kind of a there was 44 00:02:51,600 --> 00:02:56,480 Speaker 1: that fad where you would see people go to juice bars, 45 00:02:56,960 --> 00:03:02,880 Speaker 1: like juice diners and oxygen gin bars. Um. Yeah, now 46 00:03:02,960 --> 00:03:06,240 Speaker 1: that that seems like a good grift, but it still 47 00:03:06,280 --> 00:03:09,880 Speaker 1: has nothing on cereal. When we left off in our 48 00:03:09,919 --> 00:03:15,239 Speaker 1: previous episode, we teased one of our favorite, um weirdest 49 00:03:15,320 --> 00:03:19,320 Speaker 1: aspects of the modern breakfast cereal game, which is of 50 00:03:19,360 --> 00:03:24,919 Speaker 1: course the marketing, the merchandizing, the mascots. You know, it's like, look, 51 00:03:24,960 --> 00:03:27,519 Speaker 1: a lot of this stuff became geared for children and 52 00:03:27,680 --> 00:03:32,320 Speaker 1: started out often as a food of convenience or even 53 00:03:32,400 --> 00:03:37,000 Speaker 1: more importantly, a purported health food, and then they started 54 00:03:37,520 --> 00:03:41,920 Speaker 1: realizing that if you wanted to get the sale done, 55 00:03:41,960 --> 00:03:44,480 Speaker 1: if you wanted to get that box into the shopping 56 00:03:44,520 --> 00:03:48,400 Speaker 1: cart and into the into the household kitchen, you needed 57 00:03:48,440 --> 00:03:51,440 Speaker 1: the kids on your side. This is something that old 58 00:03:51,440 --> 00:03:56,520 Speaker 1: dirty Bastard would point out famously in Wu Tang, Right, 59 00:03:56,560 --> 00:04:00,800 Speaker 1: Wu Tang is for the kids, and breakfast cereal is 60 00:04:00,840 --> 00:04:02,760 Speaker 1: for the kids if you want to make a profit. 61 00:04:02,800 --> 00:04:06,200 Speaker 1: And that's why, uh in nineteen o nine Kellogg's that 62 00:04:06,280 --> 00:04:09,200 Speaker 1: we talked to a lot about Previously, they introduced the 63 00:04:09,440 --> 00:04:14,360 Speaker 1: first ever Cereal Box prize, and this happened at the 64 00:04:14,440 --> 00:04:19,000 Speaker 1: same time that the the covers of these boxes were 65 00:04:19,000 --> 00:04:24,200 Speaker 1: getting more and more interesting and marketing increasingly towards children. 66 00:04:24,440 --> 00:04:28,599 Speaker 1: Do you guys remember Cereal box prizes? That that was 67 00:04:28,640 --> 00:04:32,480 Speaker 1: the only time I would like hang with Cereal as 68 00:04:32,480 --> 00:04:34,680 Speaker 1: a kid, because I knew there was stuff at the 69 00:04:34,720 --> 00:04:37,240 Speaker 1: bottom of the bag. Yeah, And it was always one 70 00:04:37,240 --> 00:04:40,480 Speaker 1: of those kind of like disappointing kind of things where 71 00:04:40,520 --> 00:04:42,719 Speaker 1: like it was more about the expectation than it was 72 00:04:42,800 --> 00:04:45,400 Speaker 1: about what you actually got when you got to the bottom. 73 00:04:45,400 --> 00:04:47,760 Speaker 1: And then they started doing this clever thing, or maybe 74 00:04:47,800 --> 00:04:49,920 Speaker 1: it was the other way around, where you wouldn't actually 75 00:04:50,000 --> 00:04:53,159 Speaker 1: get the thing in the box. You'd get like you'd 76 00:04:53,160 --> 00:04:55,839 Speaker 1: have to mail in box tops or there'd be some 77 00:04:55,920 --> 00:04:58,360 Speaker 1: kind of little coupon. It reminds me of like the 78 00:04:58,520 --> 00:05:01,760 Speaker 1: Dakota Ring and Crackers acts, you know from from a 79 00:05:01,839 --> 00:05:04,800 Speaker 1: Christmas story. He didn't actually get the thing right away, 80 00:05:04,920 --> 00:05:06,719 Speaker 1: he had to mail in a bunch of like box 81 00:05:06,760 --> 00:05:08,760 Speaker 1: there was a ton actually to get the Dakota Ring, 82 00:05:08,960 --> 00:05:10,760 Speaker 1: and then it was all just a marketing ploy in 83 00:05:10,800 --> 00:05:15,040 Speaker 1: and of itself, which has I think we talked about 84 00:05:15,040 --> 00:05:17,239 Speaker 1: that in an episode of Ridiculous History. I'm pretty certain, 85 00:05:17,520 --> 00:05:21,200 Speaker 1: um basically about ovalte. Yeah, that's right, that's the chocolate 86 00:05:21,279 --> 00:05:24,600 Speaker 1: e mineral based drink. And again, you know, let's go 87 00:05:24,640 --> 00:05:28,240 Speaker 1: back to our buddy John Harvey Kellogg, who initially, you know, 88 00:05:28,360 --> 00:05:31,479 Speaker 1: was trying to promote healthy, clean living, and then his 89 00:05:31,640 --> 00:05:36,200 Speaker 1: brother kind of took that whole concept and ran with it, besmirching, 90 00:05:36,560 --> 00:05:40,560 Speaker 1: honestly the legacy of his brother by you know, having 91 00:05:40,640 --> 00:05:45,400 Speaker 1: kind of sugary cereals. Originally, serial companies like Kellogg didn't 92 00:05:45,400 --> 00:05:48,279 Speaker 1: really see the value in marketing directly to kids, but 93 00:05:48,320 --> 00:05:51,640 Speaker 1: then it became pretty clear, relatively quickly, like I think 94 00:05:51,640 --> 00:05:55,320 Speaker 1: by the early nineteen hundreds, uh, that this was absolutely 95 00:05:55,480 --> 00:05:58,560 Speaker 1: the way to go. This is the play. I mean, 96 00:05:58,920 --> 00:06:04,360 Speaker 1: they also did. Let's let's talk about that first prize 97 00:06:04,480 --> 00:06:07,160 Speaker 1: for kids in Cereal. You had to buy not one, 98 00:06:07,200 --> 00:06:09,880 Speaker 1: but two boxes of corn flakes. And like you said, no, 99 00:06:10,120 --> 00:06:13,760 Speaker 1: they had to prove they had purchased these, either through 100 00:06:13,960 --> 00:06:17,360 Speaker 1: sending something in the mail or going directly to the 101 00:06:17,400 --> 00:06:20,000 Speaker 1: grocery store where they bought these. And if you could 102 00:06:20,040 --> 00:06:23,400 Speaker 1: prove you bought two boxes of corn flakes. You got 103 00:06:23,440 --> 00:06:27,279 Speaker 1: a book like a pamphlet called the Funny Jungle Land 104 00:06:27,400 --> 00:06:33,000 Speaker 1: Moving Pictures Booklet, And this this is something that all 105 00:06:33,040 --> 00:06:36,159 Speaker 1: other cereal makers paid attention to. By the time you 106 00:06:36,200 --> 00:06:39,359 Speaker 1: get to the middle of the twentie century, especially in 107 00:06:39,520 --> 00:06:43,599 Speaker 1: post war years, you see that advertisers have kind of 108 00:06:43,640 --> 00:06:49,000 Speaker 1: taken parents out of the equation. Parents are a footnote. 109 00:06:49,480 --> 00:06:52,240 Speaker 1: They're relegated to something like this is part of a 110 00:06:52,279 --> 00:06:55,720 Speaker 1: balanced breakfast, or this is nutrition. The rest of the 111 00:06:55,839 --> 00:06:58,919 Speaker 1: ads are all gonna be about look at these great 112 00:06:59,080 --> 00:07:02,360 Speaker 1: bears get big yellow on the corn pops, or look 113 00:07:02,400 --> 00:07:05,360 Speaker 1: at this really creepy clown who wants to sell you 114 00:07:05,880 --> 00:07:10,040 Speaker 1: sugar crisp. That was especially traumatic. Yeah, he just showed 115 00:07:10,080 --> 00:07:12,480 Speaker 1: it to to Max and I, uh, first thing in 116 00:07:12,520 --> 00:07:14,960 Speaker 1: the morning before we recorded, and I think we were 117 00:07:15,000 --> 00:07:16,920 Speaker 1: both somewhat sugar. Can we hear a little clip of 118 00:07:16,960 --> 00:07:21,760 Speaker 1: this monstrosity and just picture the absolute creepiest clown you 119 00:07:21,760 --> 00:07:25,880 Speaker 1: could possibly imagine, emerging from a chicken coop kind of that. 120 00:07:26,000 --> 00:07:29,840 Speaker 1: Then he stands up and rips through this backdrop made 121 00:07:29,840 --> 00:07:32,600 Speaker 1: of paper, uh, and then proceeds to sit down at 122 00:07:32,600 --> 00:07:35,840 Speaker 1: this little table and give us the spield take us 123 00:07:35,840 --> 00:07:40,440 Speaker 1: from Corincle. That's the best breakfast under the Big Top 124 00:07:40,760 --> 00:07:45,800 Speaker 1: is post sugar rice corrinkles so correctly, so delicious, so different. 125 00:07:46,000 --> 00:07:49,480 Speaker 1: Each grain of rice and sugar rice wrinkles. It's currinkled 126 00:07:49,680 --> 00:07:55,160 Speaker 1: with honey and sugar. So what you could what if 127 00:07:55,200 --> 00:07:58,480 Speaker 1: we walk you through this? Yeah, you can see the 128 00:07:58,520 --> 00:08:02,640 Speaker 1: guy burst through the uh the weird paper screen and 129 00:08:03,800 --> 00:08:07,920 Speaker 1: he's got what Stephen King is called double zero kind 130 00:08:07,920 --> 00:08:12,320 Speaker 1: of serial killer eyes all all, there's no real pupil iris. 131 00:08:12,440 --> 00:08:16,960 Speaker 1: They just kind of suck you in his makeup because deadlights, Yeah, deadlights, 132 00:08:16,960 --> 00:08:20,000 Speaker 1: just makeup. Because it's a black and white ad spot. 133 00:08:21,200 --> 00:08:24,000 Speaker 1: It all looks like his face is white and black 134 00:08:24,520 --> 00:08:28,440 Speaker 1: and I don't know, it looks like he if he 135 00:08:28,640 --> 00:08:31,400 Speaker 1: opened his mouth and just held it open, blood or 136 00:08:31,760 --> 00:08:34,760 Speaker 1: ichor would seep out of it. It's it's weird. It's 137 00:08:34,760 --> 00:08:37,600 Speaker 1: because of the the you know, honestly, it's it's beautifully 138 00:08:37,640 --> 00:08:39,439 Speaker 1: filmed in a lot of ways, but because of the 139 00:08:39,720 --> 00:08:42,680 Speaker 1: contrast of those blacks are so black and the whites 140 00:08:42,720 --> 00:08:45,800 Speaker 1: are so white, and then the separation from the foreground 141 00:08:45,800 --> 00:08:48,400 Speaker 1: the background are really well done. But you're right, because 142 00:08:48,480 --> 00:08:50,880 Speaker 1: of how black the makeup like around his mouth is 143 00:08:50,960 --> 00:08:53,640 Speaker 1: it looks like how you think of like blood and 144 00:08:53,679 --> 00:08:57,120 Speaker 1: like psycho or something. And we're from the post gay 145 00:08:57,160 --> 00:09:00,520 Speaker 1: sy world, so our that's the film troll and uderstanding 146 00:09:00,559 --> 00:09:04,439 Speaker 1: of clowns is way different. Anyway, people loved all these mascots, 147 00:09:04,480 --> 00:09:06,520 Speaker 1: aside from I know we went out of our way 148 00:09:06,559 --> 00:09:08,640 Speaker 1: to show you the spooky Why we're gonna talk about 149 00:09:08,640 --> 00:09:13,240 Speaker 1: some more, but when we um, when we're talking about commercials, 150 00:09:13,280 --> 00:09:15,760 Speaker 1: I want to give a shout out to Sugar Crisp. 151 00:09:16,000 --> 00:09:19,160 Speaker 1: This commercial was a game changer. It's the first animated 152 00:09:19,800 --> 00:09:26,720 Speaker 1: TV commercial in the world of Cereal and as three bears, Handy, Dandy, 153 00:09:26,960 --> 00:09:31,439 Speaker 1: and Candy, and years later these guys would all be 154 00:09:31,559 --> 00:09:37,520 Speaker 1: kind of consolidated into the singular sugar Bear. Uh. Yeah, 155 00:09:37,640 --> 00:09:41,600 Speaker 1: I think I made the slightly of off color comment 156 00:09:41,720 --> 00:09:44,920 Speaker 1: that sugar Bear looks like he's maybe a little under 157 00:09:44,960 --> 00:09:48,960 Speaker 1: the influence. Um most definitely did that, Yeah, but I 158 00:09:49,000 --> 00:09:51,440 Speaker 1: think I took it a little further, like he's he 159 00:09:51,480 --> 00:09:54,280 Speaker 1: looks like you would kind of picture some sort of 160 00:09:54,480 --> 00:09:57,760 Speaker 1: jazz junkie, you know, Like I mean, he's just got 161 00:09:57,800 --> 00:10:01,000 Speaker 1: these like really barely open eyes, but he doesn't seem 162 00:10:01,080 --> 00:10:04,520 Speaker 1: like high on on jazz cigarettes. He seems more like 163 00:10:04,600 --> 00:10:08,280 Speaker 1: he's on on the on the stuff. Oh I remember 164 00:10:08,320 --> 00:10:13,040 Speaker 1: this guy. Yeah, yeah, very lack of jasicle, you know, 165 00:10:13,240 --> 00:10:18,439 Speaker 1: like always wearing long sleeves. I'm saying, no, no, no, 166 00:10:19,640 --> 00:10:22,080 Speaker 1: bear sleeves. That's not true. You can't find pictures of 167 00:10:22,160 --> 00:10:25,640 Speaker 1: him in more of a chill T shirt summer outfit. 168 00:10:25,880 --> 00:10:31,320 Speaker 1: But but if you you know, we're applying adult mindsets 169 00:10:31,360 --> 00:10:35,360 Speaker 1: to these cartoons, and in many cases, when you're a kid, 170 00:10:35,840 --> 00:10:38,920 Speaker 1: these just seem really cool. You're buying the idea as 171 00:10:39,040 --> 00:10:42,480 Speaker 1: much as you're buying the food. Uh. There was I 172 00:10:42,480 --> 00:10:45,040 Speaker 1: think it was cookie crisp, I want to say had 173 00:10:47,080 --> 00:10:50,560 Speaker 1: right there. It was a cop there's a cop and 174 00:10:50,360 --> 00:10:54,719 Speaker 1: and a rabid dog kind of and yeah, and then 175 00:10:54,760 --> 00:10:57,440 Speaker 1: there was of course, we know all all the big 176 00:10:57,440 --> 00:11:02,199 Speaker 1: ones named the monster pant On with Chocola and Frank 177 00:11:02,280 --> 00:11:06,680 Speaker 1: and Barry and um yummy mummy is that one of them? Yeah? 178 00:11:06,720 --> 00:11:08,880 Speaker 1: And now that's the thing that they released for the 179 00:11:08,920 --> 00:11:12,120 Speaker 1: nostalgia play, you know, right around the right around the 180 00:11:12,480 --> 00:11:15,679 Speaker 1: spooky seasons. Yeah, just like what do you call it? 181 00:11:16,480 --> 00:11:20,760 Speaker 1: Just like Ecto plasma coolers when those got re released 182 00:11:20,760 --> 00:11:24,800 Speaker 1: by High Sea or something we also see that Sugar 183 00:11:24,840 --> 00:11:30,760 Speaker 1: Crisp is a pioneer and focusing on children. Roy Rogers, 184 00:11:31,040 --> 00:11:34,640 Speaker 1: who had this very popular TV show in his day, 185 00:11:34,880 --> 00:11:39,720 Speaker 1: started telling cutting parents out of the equation almost entirely 186 00:11:40,120 --> 00:11:43,160 Speaker 1: and talking directly to kids in his TV show. He 187 00:11:43,200 --> 00:11:45,400 Speaker 1: would say, ask your mom to get a package of 188 00:11:45,440 --> 00:11:50,360 Speaker 1: our favorite cereal post Sugar Crisp. They were moving boxes 189 00:11:50,440 --> 00:11:53,240 Speaker 1: and other other companies didn't want to be left behind. 190 00:11:53,640 --> 00:11:57,920 Speaker 1: Kelloggs makes corn pops in nineteen fifty two, they come 191 00:11:57,920 --> 00:12:01,480 Speaker 1: back with frosted flakes. Trick is way older than I 192 00:12:01,520 --> 00:12:06,920 Speaker 1: had thought it was. It's from nineteen fifty four, and uh, 193 00:12:07,200 --> 00:12:09,000 Speaker 1: you know, it's weird because we talked a lot about 194 00:12:09,040 --> 00:12:12,760 Speaker 1: the role of sugar in you know, it's insidious in 195 00:12:13,240 --> 00:12:16,440 Speaker 1: the modern West. But I wasn't aware of this back 196 00:12:16,440 --> 00:12:21,000 Speaker 1: in the day in the nineteen fifties. Especially the amount 197 00:12:21,040 --> 00:12:24,680 Speaker 1: of sugar in these things came was advertised as a bonus. 198 00:12:24,880 --> 00:12:27,360 Speaker 1: It was a plus, like you don't have to add sugar. 199 00:12:27,720 --> 00:12:29,680 Speaker 1: We had talked about that kind in the last episode. 200 00:12:29,720 --> 00:12:32,360 Speaker 1: It's just I think the research just wasn't there, you know, 201 00:12:32,559 --> 00:12:36,800 Speaker 1: on some of the long term health effects of eating 202 00:12:36,800 --> 00:12:40,080 Speaker 1: too much sugar, not to mention with children, and then 203 00:12:40,120 --> 00:12:42,960 Speaker 1: we start to see you know, rising cases of things 204 00:12:43,000 --> 00:12:46,280 Speaker 1: like childhood diabetes, and I bet you could draw a 205 00:12:46,320 --> 00:12:49,520 Speaker 1: line directly to you know, among other things, you know, 206 00:12:49,600 --> 00:12:53,600 Speaker 1: like sugary snacks and such, but to breakfast cereals and 207 00:12:53,600 --> 00:12:56,080 Speaker 1: on all this marketing that we're talking about. Um, you know, 208 00:12:56,160 --> 00:12:58,400 Speaker 1: this obviously continued and just kind of kept at at 209 00:12:58,440 --> 00:13:01,240 Speaker 1: a fever pace up until today. I mean, I guess 210 00:13:01,280 --> 00:13:05,240 Speaker 1: we don't really Most of the cereal mascots that we 211 00:13:05,280 --> 00:13:09,080 Speaker 1: see today are some future iteration of a legacy one, 212 00:13:09,160 --> 00:13:11,080 Speaker 1: you know that kind of started in this golden age 213 00:13:11,080 --> 00:13:13,360 Speaker 1: of cereal mascots. You don't see a lot of new 214 00:13:13,440 --> 00:13:16,920 Speaker 1: cereals launched. It's usually some new flavor of rice crispies, 215 00:13:17,040 --> 00:13:19,679 Speaker 1: it's got some movie tie in, or you know, I think, uh, 216 00:13:19,800 --> 00:13:22,120 Speaker 1: what what is it? Frosted Flakes has like an Avatar 217 00:13:22,280 --> 00:13:24,760 Speaker 1: tie in, where like Tony the Tigers like went dressed 218 00:13:24,760 --> 00:13:27,280 Speaker 1: in Avatar gear, but they didn't make him blue weirdly. 219 00:13:27,600 --> 00:13:30,760 Speaker 1: But we also see some kind of more drastic, let's say, 220 00:13:30,760 --> 00:13:34,079 Speaker 1: evolution of some of these mascots. In the seventies, Uh, 221 00:13:34,160 --> 00:13:38,080 Speaker 1: Lucky Charms was wrapped not by Lucky the lepre con 222 00:13:38,480 --> 00:13:43,080 Speaker 1: but by Waldo the Wizard um and the the famous 223 00:13:43,080 --> 00:13:47,400 Speaker 1: catchphrase they're magically delicious wasn't a thing. Waldo referred to 224 00:13:47,440 --> 00:13:49,480 Speaker 1: Lucky Charms as being you see, if I can't even 225 00:13:49,520 --> 00:13:56,000 Speaker 1: do this able dibibble delicious delicious about that? That's a mouthful. 226 00:13:56,080 --> 00:14:00,600 Speaker 1: That's like a super califragilistic Crinkle's territory. Man, I don't 227 00:14:00,720 --> 00:14:03,559 Speaker 1: mean I don't love it. Are we surprised that didn't 228 00:14:03,559 --> 00:14:08,080 Speaker 1: catch on? Uh? It's still wubba lubba dub dub dub. 229 00:14:08,720 --> 00:14:12,800 Speaker 1: But a big reason that Lucky one out was because 230 00:14:12,840 --> 00:14:15,440 Speaker 1: of market testing. So like I mean, they're doing these 231 00:14:15,520 --> 00:14:18,319 Speaker 1: characters in the same way that you know movies are focused, 232 00:14:18,320 --> 00:14:20,880 Speaker 1: group tested and things like that. They actually get like 233 00:14:21,000 --> 00:14:23,600 Speaker 1: kids in a room to respond to see which one 234 00:14:23,600 --> 00:14:26,440 Speaker 1: they respond to more. And while Waldo went out of inch, 235 00:14:26,600 --> 00:14:29,720 Speaker 1: you know, at first, Lucky came down and uh and 236 00:14:29,760 --> 00:14:34,400 Speaker 1: destroyed him, totally erased him from history because of the stereotypes, right, 237 00:14:34,680 --> 00:14:38,520 Speaker 1: who does good stereotype? That's a good point. Yeah, but 238 00:14:38,760 --> 00:14:41,200 Speaker 1: been weirdly, you know, he's still around today. They've kind 239 00:14:41,200 --> 00:14:43,760 Speaker 1: of you know, they don't really do as many I 240 00:14:43,800 --> 00:14:45,680 Speaker 1: don't have cable, so I don't really know if if 241 00:14:45,720 --> 00:14:47,960 Speaker 1: if I'm missing something, but I don't see as many 242 00:14:48,080 --> 00:14:51,560 Speaker 1: Lucky Charms ads, you know with the leprechn Lucky the 243 00:14:51,640 --> 00:14:55,320 Speaker 1: leprechn doing kind of a full, you know, stereotypical Irish lilt. 244 00:14:55,720 --> 00:15:00,200 Speaker 1: Uh yeah, you know. The literally the only thing I've 245 00:15:00,240 --> 00:15:03,920 Speaker 1: seen that references Lucky Charms at all in recent years 246 00:15:04,200 --> 00:15:08,880 Speaker 1: is a parody from uh, from Rick and Morty from 247 00:15:08,960 --> 00:15:13,280 Speaker 1: Interdimensional Cable, where they have a have a very not 248 00:15:13,480 --> 00:15:19,440 Speaker 1: charming serial commercial and it's it's that's right. Yeah, I 249 00:15:19,480 --> 00:15:22,320 Speaker 1: do remember that one. Well, is it okay? Is it? 250 00:15:22,400 --> 00:15:25,680 Speaker 1: Is it cannibalism? Though now I want to I'll be clear. 251 00:15:25,800 --> 00:15:29,560 Speaker 1: I'm not condoning the actions of those children, but is 252 00:15:29,680 --> 00:15:33,800 Speaker 1: a leper con to be taken as human or is it? 253 00:15:33,920 --> 00:15:39,080 Speaker 1: Or is it more like eating um a related promiscrats? Yeah? Well, actually, 254 00:15:39,320 --> 00:15:42,080 Speaker 1: if I remember correctly, which I do remember correctly, they're 255 00:15:42,120 --> 00:15:44,720 Speaker 1: not actually eating the leper con, but they're trying to 256 00:15:44,720 --> 00:15:47,480 Speaker 1: get the cereal out of the leprech, So it is 257 00:15:47,520 --> 00:15:51,200 Speaker 1: not cannibalism. It's just I mean there's sex on there 258 00:15:51,240 --> 00:15:57,360 Speaker 1: at that point. Yeah. Yeah, people listening to this right now, 259 00:15:58,200 --> 00:16:07,480 Speaker 1: so you know, exactly gas. But I mean, you know, 260 00:16:07,520 --> 00:16:10,000 Speaker 1: we have ones that we know, like Lucky the Leprechaun, 261 00:16:10,400 --> 00:16:13,400 Speaker 1: Tony the Tiger, which actually debut Beckett in the early 262 00:16:13,480 --> 00:16:16,560 Speaker 1: nineteen fifties. And I'm just guessing here, but I have 263 00:16:16,600 --> 00:16:20,160 Speaker 1: a feeling that Tony got buffer and buffer and buffer 264 00:16:20,400 --> 00:16:23,480 Speaker 1: as time went on, as the original Tony was more 265 00:16:23,560 --> 00:16:26,400 Speaker 1: like a tiger the tiger kind of slinky fellow. And 266 00:16:26,440 --> 00:16:32,160 Speaker 1: then uh started started definitely juicing and uh we again, 267 00:16:32,320 --> 00:16:37,480 Speaker 1: you know, there's still information about uh nutritional benefits for 268 00:16:37,680 --> 00:16:39,680 Speaker 1: the parents who are going to read the back of 269 00:16:39,720 --> 00:16:43,360 Speaker 1: the label or they're gonna see a splash that says, 270 00:16:43,400 --> 00:16:46,920 Speaker 1: you know, with all your daily iron or fiber or 271 00:16:47,000 --> 00:16:50,120 Speaker 1: potassium or whatever. It seems there was this trend for 272 00:16:50,200 --> 00:16:55,080 Speaker 1: focusing on a couple of nutritional benefits. But this again, 273 00:16:55,320 --> 00:16:57,520 Speaker 1: like we teased earlier, kind of goes to the wayside. 274 00:16:57,520 --> 00:17:00,920 Speaker 1: Through the sixties, cereal boxes are tall can less about 275 00:17:01,440 --> 00:17:05,680 Speaker 1: the benefits that were touted during the days of granula, 276 00:17:06,119 --> 00:17:11,240 Speaker 1: and more about the taste, the fun, the flavor now 277 00:17:11,280 --> 00:17:15,240 Speaker 1: with more berries, you know what I mean. And uh, 278 00:17:15,520 --> 00:17:19,160 Speaker 1: they didn't need to convince people that you should eat 279 00:17:19,200 --> 00:17:22,600 Speaker 1: cereal in the morning because that had already become part 280 00:17:22,840 --> 00:17:26,399 Speaker 1: of culture, at least in the United States, so it 281 00:17:26,440 --> 00:17:29,640 Speaker 1: was a foregone conclusion. People would say, Oh, yeah, it's morning, 282 00:17:29,880 --> 00:17:31,760 Speaker 1: I've got a kid. I gotta get some milk. I 283 00:17:31,800 --> 00:17:35,159 Speaker 1: gotta get some cereal. That's how we do things. And 284 00:17:35,240 --> 00:17:39,480 Speaker 1: so now the now the industry is in this really cool, 285 00:17:39,600 --> 00:17:43,080 Speaker 1: weird place where they can say, Okay, we know everybody 286 00:17:43,160 --> 00:17:46,119 Speaker 1: needs cereal. Now we just need to help you figure 287 00:17:46,119 --> 00:17:49,480 Speaker 1: out which one to buy, and we can add all 288 00:17:49,600 --> 00:17:52,920 Speaker 1: kinds of bells and whistles for that purpose. Yeah, and 289 00:17:52,920 --> 00:17:56,439 Speaker 1: and the message kind of pivoted away from nutrition and 290 00:17:56,520 --> 00:17:59,199 Speaker 1: toward like pep, you know what I mean, Like it 291 00:17:59,240 --> 00:18:01,280 Speaker 1: gives you energy. It gives you the energy to take 292 00:18:01,320 --> 00:18:03,520 Speaker 1: on the day, even if you're a little kid. And 293 00:18:03,600 --> 00:18:06,360 Speaker 1: you know you mentioned, uh. The idea of marketing these 294 00:18:06,359 --> 00:18:09,080 Speaker 1: things is being fun as being like experiential, Like if 295 00:18:09,119 --> 00:18:12,320 Speaker 1: you eat the lepre con cereal, you're basically a leprechn 296 00:18:12,400 --> 00:18:14,800 Speaker 1: at this point, you know, eating frosted flakes is going 297 00:18:14,840 --> 00:18:19,080 Speaker 1: to turn you into a cartoon tiger, at least from within. Um, 298 00:18:19,119 --> 00:18:22,800 Speaker 1: it's like anamorphous kind of situation on swivel. It's an 299 00:18:22,800 --> 00:18:25,280 Speaker 1: adventure to eat tricks because you gotta you gotta go 300 00:18:25,400 --> 00:18:27,800 Speaker 1: quick and make sure that rabbit doesn't sneak around and 301 00:18:27,800 --> 00:18:30,560 Speaker 1: try to pull a heist. Yeah, and that rabbits on 302 00:18:30,640 --> 00:18:32,639 Speaker 1: drugs too. By the way, just for for the record, 303 00:18:32,680 --> 00:18:35,240 Speaker 1: they're in some sort of magical fairy land. That I 304 00:18:35,280 --> 00:18:38,080 Speaker 1: believe is that it's either the children have accidentally eaten 305 00:18:38,119 --> 00:18:40,439 Speaker 1: some mushrooms that they shouldn't have in the woods, you know, 306 00:18:40,680 --> 00:18:43,399 Speaker 1: and they're hallucinating this whole experience. That's just my uh, 307 00:18:44,240 --> 00:18:47,320 Speaker 1: it's just my my back story. Um. But yeah, I 308 00:18:47,320 --> 00:18:50,200 Speaker 1: mean think you started seeing things like, you know, coco pebbles, 309 00:18:50,240 --> 00:18:52,960 Speaker 1: which were now we're Coco pebbles always tied in with 310 00:18:53,000 --> 00:18:55,280 Speaker 1: the flint Stones because the flint stones are old. So 311 00:18:55,359 --> 00:18:57,520 Speaker 1: I mean I kind of think that probably cocoa and 312 00:18:57,520 --> 00:19:01,920 Speaker 1: fruity pebbles were always a television high end from the start. Yeah, 313 00:19:02,040 --> 00:19:06,960 Speaker 1: the flint Stones did exist before, well before the Post 314 00:19:07,000 --> 00:19:11,520 Speaker 1: Company started making pebble varieties of food like cocoa pebbles 315 00:19:11,640 --> 00:19:15,720 Speaker 1: or fruity pebbles. But I also want to say, and 316 00:19:16,119 --> 00:19:19,480 Speaker 1: I don't wanna, I don't want to flip any wigs 317 00:19:19,480 --> 00:19:22,200 Speaker 1: over ahead of Barbara, but the Flintstones were always kind 318 00:19:22,200 --> 00:19:25,040 Speaker 1: of sellouts, right, Like they did smoking ads back in 319 00:19:25,080 --> 00:19:29,040 Speaker 1: the day. I can't remember which brand of cigarette it was, 320 00:19:29,119 --> 00:19:31,640 Speaker 1: but they were all about it. Right. Early flint Stone 321 00:19:31,720 --> 00:19:33,760 Speaker 1: cartoons were in black and white, and they occupied a 322 00:19:33,760 --> 00:19:36,040 Speaker 1: lot of the same space as you know, those kind 323 00:19:36,040 --> 00:19:39,680 Speaker 1: of like, uh, those craft theater kind of shows. You 324 00:19:39,720 --> 00:19:42,480 Speaker 1: know that we're spotting that we're totally sponsored whole hog 325 00:19:42,600 --> 00:19:45,520 Speaker 1: by a brand. And that was really the only reason 326 00:19:45,640 --> 00:19:47,919 Speaker 1: some of these shows existed in the first place, you know, 327 00:19:47,960 --> 00:19:50,520 Speaker 1: it was to sell the products. I mean, that's always 328 00:19:50,600 --> 00:19:53,280 Speaker 1: kind of how television has been. It wasn't like, Okay, 329 00:19:53,320 --> 00:19:55,680 Speaker 1: we're gonna put out amazing art and then maybe sell 330 00:19:55,760 --> 00:19:57,840 Speaker 1: some ads. It's now, we're gonna sell some ads, and 331 00:19:57,880 --> 00:20:00,239 Speaker 1: we have to put something around the ads. So we're 332 00:20:00,240 --> 00:20:03,359 Speaker 1: gonna call that television, right, And so I looked it up. 333 00:20:03,440 --> 00:20:07,680 Speaker 1: It is Winston Cigarettes. As they also did beer commercials 334 00:20:07,720 --> 00:20:09,919 Speaker 1: as well, which is really kind of you know, it's 335 00:20:09,960 --> 00:20:11,720 Speaker 1: kind of a jarred here system because we think of 336 00:20:11,760 --> 00:20:14,400 Speaker 1: The Flintstones very much as a children's show, but it's 337 00:20:14,440 --> 00:20:17,320 Speaker 1: like get your cigarettes and your beer. Well the parents 338 00:20:17,320 --> 00:20:20,359 Speaker 1: were watching too, right, But also the flint Stones was 339 00:20:20,440 --> 00:20:24,520 Speaker 1: kind of a cartoon um equivalent of like the Honeymooners. 340 00:20:25,080 --> 00:20:27,440 Speaker 1: So it really was kind of built around these very 341 00:20:27,480 --> 00:20:31,280 Speaker 1: adult tropes and they were like, you know, marital disputes 342 00:20:31,320 --> 00:20:34,240 Speaker 1: and things like that, only surrounded by like you know, 343 00:20:34,560 --> 00:20:39,000 Speaker 1: animals that served as household appliances. Yeah, and so we 344 00:20:39,119 --> 00:20:43,399 Speaker 1: see that the Coco Pebbles, which is kind of a 345 00:20:43,440 --> 00:20:47,800 Speaker 1: new iteration of sugar crisp, is the first cereal that 346 00:20:48,040 --> 00:20:51,600 Speaker 1: is made as a kind of merchandizing spinoff of a 347 00:20:51,680 --> 00:20:56,480 Speaker 1: TV show. It's made from the Flintstones and the as 348 00:20:56,480 --> 00:21:00,159 Speaker 1: We're Winston cigarettes Kitty Winston cigarettes not related. Flintston has 349 00:21:00,200 --> 00:21:02,720 Speaker 1: just did a very poor taste add for them. They 350 00:21:02,720 --> 00:21:05,640 Speaker 1: also said, look, kids, don't just think of our fun 351 00:21:05,680 --> 00:21:08,719 Speaker 1: and frolick e mascots. Think of all the cool stuff 352 00:21:08,760 --> 00:21:10,840 Speaker 1: we can do. It's cooler than the cereal that your 353 00:21:10,880 --> 00:21:15,359 Speaker 1: frenzied at school. We can coat things with different bright colors, 354 00:21:15,440 --> 00:21:20,280 Speaker 1: fruity pebbles. We can add freeze dried fruit or marshmallows, 355 00:21:20,400 --> 00:21:23,280 Speaker 1: things that look like fruit. We can make them different shapes, 356 00:21:23,680 --> 00:21:26,440 Speaker 1: you know, just like fruit snacks would be later with 357 00:21:26,520 --> 00:21:29,200 Speaker 1: gushers and fruit by the foot and so on, And 358 00:21:29,359 --> 00:21:32,160 Speaker 1: with the sugar thing because again, people didn't know how 359 00:21:32,200 --> 00:21:35,639 Speaker 1: bad sugar could be. Uh, it gives you energy, so 360 00:21:35,680 --> 00:21:38,280 Speaker 1: they're kind of advertising this thing that's a five hour 361 00:21:38,400 --> 00:21:45,160 Speaker 1: energy drink, a red Bull um, a a rave aesthetic, right, 362 00:21:45,680 --> 00:21:52,240 Speaker 1: and then it comes with a cool anthropomorphic animal cartoon 363 00:21:52,600 --> 00:21:54,959 Speaker 1: that you can hang out with and will approve of 364 00:21:55,000 --> 00:21:59,159 Speaker 1: you us. But it's like, on every level, this is 365 00:21:59,200 --> 00:22:02,560 Speaker 1: really brilliant. Oh and then you participate the prices, you 366 00:22:02,560 --> 00:22:05,919 Speaker 1: could win stuff, You could enter sweep steaks like we 367 00:22:06,000 --> 00:22:09,200 Speaker 1: mentioned with wheaties, you could feel like you were in 368 00:22:09,280 --> 00:22:13,240 Speaker 1: some way interacting with the celebrity or athlete that that 369 00:22:13,320 --> 00:22:17,119 Speaker 1: you loved and looked up to. UM. And then we 370 00:22:17,200 --> 00:22:19,439 Speaker 1: talked about grape nuts. I I feel like we should go. 371 00:22:19,520 --> 00:22:23,000 Speaker 1: There were adult cereals. It wasn't all for kids. You 372 00:22:23,080 --> 00:22:25,480 Speaker 1: mentioned grape nuts. That just reminded me to mention Sir 373 00:22:25,600 --> 00:22:29,280 Speaker 1: grape Fellow, which is not a serial that's familiar with, 374 00:22:29,359 --> 00:22:31,479 Speaker 1: but it was kind of in that same kind of 375 00:22:31,480 --> 00:22:33,800 Speaker 1: marketed to children's product line. And by the way, last thing, 376 00:22:33,920 --> 00:22:40,520 Speaker 1: cocoa pebbles and fruity pebbles were actually repurposed Rice crenkles. Yeah, 377 00:22:40,680 --> 00:22:44,200 Speaker 1: this is fascinating, and you know we could spend know 378 00:22:44,400 --> 00:22:47,399 Speaker 1: you mentioned we're before recording today, we could spend so 379 00:22:47,520 --> 00:22:52,280 Speaker 1: much time just do eight episodes about individual cereal mascots. 380 00:22:52,440 --> 00:22:56,280 Speaker 1: It's surprising how many might be unfamiliar to us today, 381 00:22:56,320 --> 00:22:59,359 Speaker 1: but we're a huge deal in their time. There's this 382 00:22:59,359 --> 00:23:02,960 Speaker 1: guy named Uh, Big Yellow whose job was just to 383 00:23:03,000 --> 00:23:07,000 Speaker 1: sell you sugar corn pops. And if you look at him, 384 00:23:07,400 --> 00:23:09,440 Speaker 1: he was in a lot of stuff. If you look 385 00:23:09,440 --> 00:23:13,399 Speaker 1: at him, he's just a semi ridiculous blonde man with 386 00:23:13,440 --> 00:23:16,800 Speaker 1: a big chin and a huge that looks to be 387 00:23:16,920 --> 00:23:20,840 Speaker 1: a sixties seventy gallon hat and it kind of looks 388 00:23:20,840 --> 00:23:24,359 Speaker 1: like the Curious George Dad. Yeah. Yeah, man with a 389 00:23:24,400 --> 00:23:26,560 Speaker 1: big yellow hat. And it does appear that you can 390 00:23:26,600 --> 00:23:31,760 Speaker 1: get Big Yellow as a funko pop figure. Yeah. It 391 00:23:31,760 --> 00:23:35,080 Speaker 1: looks like kellogg is leaning into this nostalgia, you know, play, 392 00:23:35,119 --> 00:23:37,040 Speaker 1: as they do with so many other things. And I 393 00:23:37,119 --> 00:23:42,080 Speaker 1: believe that that sugar corn pops is maybe now just 394 00:23:42,240 --> 00:23:44,960 Speaker 1: corn pops, and you dropped the sugar from the name, 395 00:23:45,000 --> 00:23:47,760 Speaker 1: but it looks like the same little nuggets. Yeah, and 396 00:23:47,800 --> 00:23:50,760 Speaker 1: then he got Big Yellow got Uh. His whole thing 397 00:23:50,840 --> 00:23:53,600 Speaker 1: was he's so rich that he's core pops. I guess 398 00:23:54,080 --> 00:23:57,120 Speaker 1: it looks like an oil magnetor yeah, like some sort 399 00:23:57,160 --> 00:23:59,320 Speaker 1: of like he's got life on the range. He's like, 400 00:23:59,440 --> 00:24:02,960 Speaker 1: I'm drilling, drilling for black gold. And then he got 401 00:24:02,960 --> 00:24:05,280 Speaker 1: he got replaced, he get phased out and replaced with 402 00:24:05,320 --> 00:24:10,679 Speaker 1: a porcupine. But maybe he's still out there doing things 403 00:24:10,720 --> 00:24:14,800 Speaker 1: in a big yellow style. All right, we're working live, 404 00:24:14,880 --> 00:24:18,359 Speaker 1: moving on. Uh. The the thing you need to know 405 00:24:18,520 --> 00:24:22,480 Speaker 1: is that there were still healthy or there were still 406 00:24:22,680 --> 00:24:28,359 Speaker 1: cereals marketing themselves as healthy wheaties, corn flakes, grape nuts, 407 00:24:28,520 --> 00:24:31,639 Speaker 1: all kinds of things with brand in the title, and 408 00:24:31,680 --> 00:24:35,480 Speaker 1: they talked about you know, you'd see diet fads reflected 409 00:24:35,520 --> 00:24:38,640 Speaker 1: in cereal. So if you were counting calories, you'd see 410 00:24:38,640 --> 00:24:41,879 Speaker 1: the advertisements coming out that said, uh, this has you 411 00:24:41,920 --> 00:24:45,680 Speaker 1: don't just blank number of calories and all you need 412 00:24:45,720 --> 00:24:47,520 Speaker 1: is and there's a lot of stuff about one bowl. 413 00:24:47,720 --> 00:24:51,399 Speaker 1: One bowl contains of your daily you know, requirements of 414 00:24:51,400 --> 00:24:54,439 Speaker 1: blah blah blah. Remember um, there's a great Saturday at 415 00:24:54,480 --> 00:24:58,080 Speaker 1: Live commercial about that about the fiber the fiber pyramid. 416 00:24:58,119 --> 00:25:00,560 Speaker 1: Do you guys remember that one? Now it's or colon 417 00:25:00,640 --> 00:25:06,199 Speaker 1: blow Okay, yeah, yeah, yeah, yeah, Yeah, that's that's exactly it. 418 00:25:06,320 --> 00:25:09,000 Speaker 1: Thank you. Yeah, check out the Colon blow commercial if 419 00:25:09,040 --> 00:25:11,040 Speaker 1: you want a sense of how far this. Oh yeah, 420 00:25:11,040 --> 00:25:15,520 Speaker 1: I know you're talking about one of my favorite, uh 421 00:25:15,640 --> 00:25:18,800 Speaker 1: in terms of just like the most bland sounding kind 422 00:25:18,840 --> 00:25:21,760 Speaker 1: of adult cereals that are like meant so that's the thing. 423 00:25:21,920 --> 00:25:24,639 Speaker 1: It's sort of fractured or there was not a backlash exactly, 424 00:25:24,720 --> 00:25:27,159 Speaker 1: but they realize, oh, we can also sell this to, 425 00:25:27,400 --> 00:25:29,840 Speaker 1: you know, to adults like we did in the early days, 426 00:25:30,160 --> 00:25:35,200 Speaker 1: so that things like Basic four by General Mills. It's 427 00:25:35,240 --> 00:25:38,119 Speaker 1: literally just like you know, oat flakes with nuts and 428 00:25:38,640 --> 00:25:41,800 Speaker 1: vanilla clusters, and I almost guarantee you has the same 429 00:25:41,840 --> 00:25:44,040 Speaker 1: amount of sugar in it as some of those kids cereals. 430 00:25:44,240 --> 00:25:47,719 Speaker 1: It's all a grift, man, Oh I'm sure. Yeah. And 431 00:25:47,760 --> 00:25:50,240 Speaker 1: then people said, you know, cereal doesn't always have to 432 00:25:50,280 --> 00:25:53,800 Speaker 1: be a breakfast food. You could also be a snack 433 00:25:53,800 --> 00:25:55,600 Speaker 1: you're on the goat, you're on a hike, you're on 434 00:25:55,640 --> 00:26:00,760 Speaker 1: a trip with the kids, or you can make it 435 00:26:01,040 --> 00:26:04,040 Speaker 1: more than just a meal by itself. You can use 436 00:26:04,080 --> 00:26:07,760 Speaker 1: it in recipes. This was very clever because they wanted 437 00:26:07,800 --> 00:26:11,480 Speaker 1: to get past that, they wanted to expand past that 438 00:26:11,560 --> 00:26:14,359 Speaker 1: association with breakfast so you would see things like the 439 00:26:14,520 --> 00:26:19,200 Speaker 1: Cheerios recipe booklet. Crushed them up, use them like bread crumbs, 440 00:26:19,240 --> 00:26:22,560 Speaker 1: use them to bread pork chops or um what what are? 441 00:26:22,560 --> 00:26:25,760 Speaker 1: They're all kinds of crushed cereal toppings in cakes and 442 00:26:25,880 --> 00:26:28,359 Speaker 1: sweet snow too. Right, Yeah, I guess the one that 443 00:26:28,400 --> 00:26:32,320 Speaker 1: comes to mind immediately is Rice Crispy Treats, because you know, 444 00:26:32,520 --> 00:26:36,040 Speaker 1: it's sort of like, um, how Elmer's Glue has kind 445 00:26:36,040 --> 00:26:38,800 Speaker 1: of like figured out how to rebrand to be not 446 00:26:39,000 --> 00:26:41,879 Speaker 1: no longer really a glue company, but a slime making company, 447 00:26:42,119 --> 00:26:43,760 Speaker 1: you know, so they sell all these kids that are 448 00:26:43,760 --> 00:26:46,600 Speaker 1: literally just glue and glitter and like whatever the other 449 00:26:46,720 --> 00:26:48,320 Speaker 1: ingredients you need to think it's some kind of soap 450 00:26:48,520 --> 00:26:50,320 Speaker 1: to make the slime that the kids used to be 451 00:26:50,359 --> 00:26:52,679 Speaker 1: super into. I don't know if that fat is still around, 452 00:26:52,720 --> 00:26:55,280 Speaker 1: but yeah, Rice Crispy is you know how to figure 453 00:26:55,280 --> 00:26:59,120 Speaker 1: it out? They they sold you like a family activity, right, 454 00:26:59,440 --> 00:27:02,639 Speaker 1: making Rice Crispy treats with the kids, sort of like 455 00:27:02,720 --> 00:27:06,280 Speaker 1: Jello jigglers. Remember those It was literally just jello that 456 00:27:06,320 --> 00:27:09,199 Speaker 1: you cut out with a cookie cutter. Therefore, now it's 457 00:27:09,240 --> 00:27:11,120 Speaker 1: a whole other thing they can market with the same 458 00:27:11,160 --> 00:27:14,360 Speaker 1: exact stuff. But then you started getting pre made those 459 00:27:14,400 --> 00:27:17,320 Speaker 1: cereal bar as you're talking about, and Rice Crispy treats, 460 00:27:17,320 --> 00:27:18,760 Speaker 1: you know, pre packers. That's a little more of a 461 00:27:18,760 --> 00:27:21,920 Speaker 1: modern innovation. We'll get to that. Yeah, And I gotta say, 462 00:27:22,080 --> 00:27:26,119 Speaker 1: you know what, I just never got into Rice Crispy treats. 463 00:27:26,119 --> 00:27:27,919 Speaker 1: I don't have too much of a sweet tooth. But 464 00:27:28,480 --> 00:27:31,480 Speaker 1: people love them, love them, I think to me, they've 465 00:27:31,480 --> 00:27:33,800 Speaker 1: always just felt like a let down snack, like when 466 00:27:33,800 --> 00:27:37,280 Speaker 1: you get a fruit cup and it's mostly melon, you 467 00:27:37,320 --> 00:27:40,560 Speaker 1: know what I mean. You can't stand them. It's like, honey, dude, 468 00:27:40,560 --> 00:27:43,240 Speaker 1: It's like, why is that one candle unservice to a party? 469 00:27:43,280 --> 00:27:45,720 Speaker 1: It thinks they can bring his dumbass friend, honey do along. 470 00:27:46,160 --> 00:27:48,119 Speaker 1: You don't get a plus one candle up? More like 471 00:27:48,200 --> 00:27:53,520 Speaker 1: honey don't? Am I Right? But but we were, we 472 00:27:53,520 --> 00:27:56,320 Speaker 1: were teasing the modern era a little bits, and you know, 473 00:27:56,359 --> 00:27:58,760 Speaker 1: the things were kind of in flux, right, and then 474 00:27:58,920 --> 00:28:01,320 Speaker 1: it all kind of even out, Like I only haven't 475 00:28:01,359 --> 00:28:04,679 Speaker 1: been too many serial innovations that we could speak of 476 00:28:04,840 --> 00:28:08,240 Speaker 1: or like again, new cereals, new exciting serial brands. A 477 00:28:08,280 --> 00:28:10,920 Speaker 1: lot of it was just kind of repurposed and tweaked 478 00:28:11,119 --> 00:28:14,439 Speaker 1: marketing campaigns for existing brands. But by the seventies and 479 00:28:14,520 --> 00:28:18,080 Speaker 1: eighties they were really kind of playing against the whole 480 00:28:18,080 --> 00:28:21,399 Speaker 1: sugar thing, like removing the words sugar from sugar pops 481 00:28:21,400 --> 00:28:23,560 Speaker 1: and stuff like that, because we did start to see 482 00:28:23,600 --> 00:28:27,399 Speaker 1: research and again this rise in childhood obesity and uh 483 00:28:28,160 --> 00:28:31,240 Speaker 1: diabetes and things like that that were of concern. Um. 484 00:28:31,320 --> 00:28:33,560 Speaker 1: And even in the early seventies, we had folks like 485 00:28:33,680 --> 00:28:37,000 Speaker 1: dr Atkins, you know of the Afkins diet fame, talking 486 00:28:37,000 --> 00:28:39,800 Speaker 1: about how carbs were bad for you, and what is 487 00:28:39,840 --> 00:28:43,480 Speaker 1: serial if not just a big old bowl of carbs, right, 488 00:28:43,760 --> 00:28:47,600 Speaker 1: just like just like the early days of the granula paste. Uh, 489 00:28:47,800 --> 00:28:52,520 Speaker 1: this this stuff was this was kind of a reckoning, right, 490 00:28:52,600 --> 00:28:56,200 Speaker 1: Those greens did not look as healthy anymore. People started 491 00:28:56,240 --> 00:29:00,000 Speaker 1: to question some of the more out there health claims 492 00:29:00,280 --> 00:29:05,000 Speaker 1: from cereals of yesteryear, and they started saying, hey, there's 493 00:29:05,040 --> 00:29:08,200 Speaker 1: also just a uh, there's so much sugar in this 494 00:29:08,320 --> 00:29:10,800 Speaker 1: that it might not look like a bowl of cake, 495 00:29:11,120 --> 00:29:14,480 Speaker 1: but in some situations, am I feeding my kid and 496 00:29:14,560 --> 00:29:18,680 Speaker 1: myself a bowl of cake? So healthy cereals doubled down. 497 00:29:18,720 --> 00:29:20,479 Speaker 1: They say, we got all the vitamins, we got all 498 00:29:20,480 --> 00:29:24,000 Speaker 1: the protein, the fiber, what whatever you are seeking my 499 00:29:24,160 --> 00:29:28,160 Speaker 1: grocery store, sojourner, you have found it in this box. 500 00:29:28,640 --> 00:29:32,200 Speaker 1: Sugar crisps gets renamed golden crisp. This is also what 501 00:29:32,320 --> 00:29:35,360 Speaker 1: we see a lot of people pulling sugar out of 502 00:29:35,400 --> 00:29:38,960 Speaker 1: the sugar corn pops corn pops now and because like 503 00:29:39,000 --> 00:29:40,880 Speaker 1: you said, it used to be almost a selling point, 504 00:29:41,200 --> 00:29:43,280 Speaker 1: so they wanted to highlight that, and now they kind 505 00:29:43,280 --> 00:29:46,880 Speaker 1: of wanted to hide it. And they probably did, you know, 506 00:29:47,080 --> 00:29:50,120 Speaker 1: reduce the amount of sugar from those early just you know, 507 00:29:50,280 --> 00:29:53,560 Speaker 1: knock your socks off levels. But certainly sugar is still 508 00:29:53,560 --> 00:29:55,480 Speaker 1: part of the equation because that's the whole point. It's 509 00:29:55,480 --> 00:29:58,560 Speaker 1: supposed to taste good, it's supposed to taste sweet. And 510 00:29:58,600 --> 00:30:01,800 Speaker 1: then we get to something very clever. This is very 511 00:30:01,920 --> 00:30:05,400 Speaker 1: Edward Burnet's style. They know they're still there's still a 512 00:30:05,480 --> 00:30:10,360 Speaker 1: viable market in selling sugar to kids in the morning, right. 513 00:30:10,440 --> 00:30:12,640 Speaker 1: They know they can still sell that stuff all the time, 514 00:30:12,960 --> 00:30:15,200 Speaker 1: and there might be some adults who are buying it 515 00:30:15,280 --> 00:30:18,880 Speaker 1: just because they've been eating it themselves for years. But 516 00:30:19,000 --> 00:30:21,280 Speaker 1: they knew they had to fight back against the sugar thing, 517 00:30:21,400 --> 00:30:24,720 Speaker 1: the health concerns, which are very valid. This is where 518 00:30:24,720 --> 00:30:28,440 Speaker 1: we see the introduction of the balanced breakfast or the 519 00:30:28,520 --> 00:30:31,520 Speaker 1: complete breakfast that becomes the balanced breakfast. They say, okay, 520 00:30:31,520 --> 00:30:34,920 Speaker 1: we can't just keep telling these people you can eat 521 00:30:35,000 --> 00:30:38,680 Speaker 1: cinnamon toast crunch and you'll be absolutely fine, and that 522 00:30:38,800 --> 00:30:40,920 Speaker 1: it's healthy for you to do that every day of 523 00:30:40,920 --> 00:30:44,960 Speaker 1: your life. But we can say it's healthy as part 524 00:30:45,040 --> 00:30:49,880 Speaker 1: of a larger breakfast orange juice, fruit, milk, maybe some eggs, 525 00:30:50,800 --> 00:30:52,840 Speaker 1: if you throw a bowl of cereal in. The companies 526 00:30:52,880 --> 00:30:56,080 Speaker 1: are still making money, but it also seems less egregious 527 00:30:56,080 --> 00:30:59,200 Speaker 1: for the consumer. That's brilliant. And I imagine this around 528 00:30:59,280 --> 00:31:03,040 Speaker 1: the same time we started seeing that trope of um 529 00:31:03,040 --> 00:31:07,520 Speaker 1: of sitcom and movie fame where somebody walks down and 530 00:31:07,560 --> 00:31:09,360 Speaker 1: they're they're like in a hurry to go to work 531 00:31:09,440 --> 00:31:13,160 Speaker 1: or school, and there's this elaborate like a course breakfast 532 00:31:13,920 --> 00:31:15,520 Speaker 1: and then some what what what do they always do? 533 00:31:15,560 --> 00:31:18,600 Speaker 1: They take like a bite of a waffle or they 534 00:31:18,840 --> 00:31:21,040 Speaker 1: are they grab a cup of coffee and they're like, thanks, Han, 535 00:31:21,080 --> 00:31:25,680 Speaker 1: you gotta go. It's continental, though, Ben, it's continental. Love 536 00:31:25,720 --> 00:31:30,760 Speaker 1: being incontinent. I love being incontinent. Uh No, it's true. Me. 537 00:31:30,800 --> 00:31:33,800 Speaker 1: I do like I like sampling the mini muffins. That's 538 00:31:33,800 --> 00:31:36,000 Speaker 1: always nice and you know, yeah, I don't want to 539 00:31:36,040 --> 00:31:37,920 Speaker 1: be a food waster, but that's where they're MANI you 540 00:31:37,960 --> 00:31:39,800 Speaker 1: can just try a few different ones. Let's see which 541 00:31:39,800 --> 00:31:41,920 Speaker 1: ones you like. Do you know what I'm talking about though? 542 00:31:41,960 --> 00:31:47,000 Speaker 1: With the trope of that huge breakfast and mean just 543 00:31:47,000 --> 00:31:53,880 Speaker 1: like in the commercials and commercials always these platters, and 544 00:31:53,880 --> 00:31:56,400 Speaker 1: that really is more like a European breakfast, like I mean, 545 00:31:56,440 --> 00:31:58,760 Speaker 1: like in Germany and you know other countries in Europe 546 00:31:58,760 --> 00:32:02,160 Speaker 1: a lot of times they'll eat a really heavy breakfast 547 00:32:02,240 --> 00:32:05,280 Speaker 1: of like sausage and all kinds of crazy stuff. So 548 00:32:05,320 --> 00:32:08,640 Speaker 1: that's probably to some degree where the inspiration came from. Um, 549 00:32:08,760 --> 00:32:10,600 Speaker 1: I gotta ask, yes quick, this isn't in in the 550 00:32:10,600 --> 00:32:12,920 Speaker 1: outline or anything we've talked about directly, but how do 551 00:32:12,960 --> 00:32:15,280 Speaker 1: you feel how do you think that the introduction of 552 00:32:15,320 --> 00:32:18,880 Speaker 1: like the food pyramid fit into all this? Because if 553 00:32:18,920 --> 00:32:22,040 Speaker 1: I'm if I'm reading this correctly, I believe that wasn't 554 00:32:22,080 --> 00:32:27,080 Speaker 1: really established until around the seventies, like as kind of, uh, 555 00:32:27,840 --> 00:32:31,160 Speaker 1: you know, a response to a lot of this marketing, 556 00:32:31,280 --> 00:32:33,920 Speaker 1: you know, like you know, fight marketing with marketing, but 557 00:32:33,960 --> 00:32:37,040 Speaker 1: apparently the actual arrangement of the food pyramid isn't quite 558 00:32:37,200 --> 00:32:39,720 Speaker 1: right and has changed over the years as well. Yeah, 559 00:32:39,760 --> 00:32:42,360 Speaker 1: it's actually it's the food pyramid, or the basis of 560 00:32:42,360 --> 00:32:45,400 Speaker 1: it is from Sweden, I believe, and you're right, it's 561 00:32:45,400 --> 00:32:49,520 Speaker 1: the nineteen seventies. But I know, uh, there's been a 562 00:32:49,560 --> 00:32:56,080 Speaker 1: lot of debate about trade groups and industries having having 563 00:32:56,080 --> 00:33:01,239 Speaker 1: their thumb on the scale here because there will be like, um, 564 00:33:01,400 --> 00:33:03,760 Speaker 1: there will be pushed back from maybe the meat or 565 00:33:04,120 --> 00:33:07,840 Speaker 1: dairy groups, from lobbying lobbying interest in the US, and 566 00:33:07,880 --> 00:33:10,680 Speaker 1: they'll say, hey, this is not a good representation of 567 00:33:10,680 --> 00:33:12,640 Speaker 1: what we do. Or then there will be a health 568 00:33:13,400 --> 00:33:18,400 Speaker 1: group that says, hey, you're playing down the link between 569 00:33:18,520 --> 00:33:23,680 Speaker 1: you know, heart disease and eating nothing but hamburgers all 570 00:33:23,760 --> 00:33:27,600 Speaker 1: day or whatever. So the food pyramid or healthy eating 571 00:33:27,640 --> 00:33:30,960 Speaker 1: pyramid or wherever you call it can be pretty um, 572 00:33:31,160 --> 00:33:34,360 Speaker 1: pretty divisive. Might be good for an episode two, I know. 573 00:33:34,600 --> 00:33:38,840 Speaker 1: Right now, the food pyramid in the US I think 574 00:33:38,960 --> 00:33:43,080 Speaker 1: has been replaced by something called my plate and my 575 00:33:43,240 --> 00:33:47,160 Speaker 1: play a little more dynamic, maybe the like accounts individual 576 00:33:47,320 --> 00:33:50,040 Speaker 1: body types and dies. Because the original food pyramid, the 577 00:33:50,080 --> 00:33:54,520 Speaker 1: whole big, broad base of it is cereal read rice 578 00:33:54,840 --> 00:33:58,080 Speaker 1: pasta six to eleven servings. There are folks that would 579 00:33:58,440 --> 00:34:01,600 Speaker 1: heavily argue that's a bad idea. And then you got 580 00:34:01,600 --> 00:34:03,960 Speaker 1: fruits and vegetables, But a lot of fruits contain a 581 00:34:03,960 --> 00:34:07,360 Speaker 1: lot of sugar too, So sometimes probably best to favor 582 00:34:07,400 --> 00:34:10,120 Speaker 1: the vegetables and eat the fruits maybe a little more sparingly, 583 00:34:10,280 --> 00:34:13,719 Speaker 1: depending you know, on your dietary requirements. But I completely 584 00:34:13,760 --> 00:34:15,360 Speaker 1: agree with you Ben that this had to be And 585 00:34:15,400 --> 00:34:18,480 Speaker 1: also the food pyramid was introduced in Sweden in the seventies, 586 00:34:18,520 --> 00:34:20,760 Speaker 1: but it wasn't introduced in the US until the nineties. 587 00:34:22,080 --> 00:34:25,080 Speaker 1: If it's very, very weird, but I think you're right. 588 00:34:25,120 --> 00:34:27,640 Speaker 1: It probably is a product of lobbying to a degree 589 00:34:27,840 --> 00:34:31,520 Speaker 1: to have that big old foundation of cereal and bread 590 00:34:31,560 --> 00:34:34,400 Speaker 1: and pasta, you know, and we're talking about companies with 591 00:34:34,440 --> 00:34:37,839 Speaker 1: all these cereal companies that are old. They have a 592 00:34:37,840 --> 00:34:41,000 Speaker 1: lot of influence. You know, they were first to market 593 00:34:41,280 --> 00:34:43,719 Speaker 1: and they represent a lot of money, and a lot 594 00:34:43,760 --> 00:34:50,359 Speaker 1: of lawmakers pay attention to money. Oh yeah, spoiler alert, folks. Uh. 595 00:34:50,440 --> 00:34:52,960 Speaker 1: And then if we go a little bit further, we 596 00:34:53,040 --> 00:34:56,800 Speaker 1: see something called the Nutrition and Labeling and Education Act 597 00:34:56,840 --> 00:35:02,120 Speaker 1: of and this said that all products had to have 598 00:35:02,400 --> 00:35:06,719 Speaker 1: that list of nutrition facts, which we're all familiar with. Now. 599 00:35:06,920 --> 00:35:08,960 Speaker 1: That's why if you turn around one of these boxes 600 00:35:09,000 --> 00:35:11,919 Speaker 1: of cereal, you see the ingredient list and you see 601 00:35:11,960 --> 00:35:17,280 Speaker 1: the percentage of the stuff this product contains, and uh, 602 00:35:17,320 --> 00:35:22,319 Speaker 1: this this was meant to help people see what they 603 00:35:22,320 --> 00:35:26,120 Speaker 1: were putting in their bodies. Uh. This also helped cereal 604 00:35:26,239 --> 00:35:28,960 Speaker 1: peak because people still thought of it as a as 605 00:35:29,000 --> 00:35:34,680 Speaker 1: breakfast food up until and then apparently it's been on 606 00:35:34,719 --> 00:35:37,399 Speaker 1: a bit of a decline since then. I wonder why. 607 00:35:37,480 --> 00:35:38,719 Speaker 1: I was just what I can tell you, there's so 608 00:35:38,719 --> 00:35:40,880 Speaker 1: many more options and we are just a more in 609 00:35:41,000 --> 00:35:45,359 Speaker 1: general health conscious society. Um, whether that actually ends up 610 00:35:45,400 --> 00:35:48,400 Speaker 1: in practice or not, I think marketers are hip to it. 611 00:35:48,719 --> 00:35:52,920 Speaker 1: And you know, it's a lot harder to market dessert 612 00:35:53,000 --> 00:35:55,359 Speaker 1: for breakfast kind of situations. So you really don't see 613 00:35:55,400 --> 00:35:58,759 Speaker 1: much community commercials unless you're literally watching kids shows, but 614 00:35:58,840 --> 00:36:01,560 Speaker 1: I think our kids channel. But even then, I'm pretty 615 00:36:01,560 --> 00:36:03,799 Speaker 1: sure that a lot of that stuff has had to 616 00:36:03,840 --> 00:36:07,120 Speaker 1: be paired down or they can't advertise certain benefits or 617 00:36:07,120 --> 00:36:09,400 Speaker 1: whatever like they used to. There's one thing we missed 618 00:36:09,560 --> 00:36:11,560 Speaker 1: just from the late seventies. UM, I just wanted to 619 00:36:11,560 --> 00:36:14,680 Speaker 1: add you mentioned the whole idea of that balanced breakfast 620 00:36:14,760 --> 00:36:18,040 Speaker 1: and all of that stuff. In ninety seven, Wheaties claimed 621 00:36:18,040 --> 00:36:22,640 Speaker 1: they provided twenty five per cent of your daily vitamin needs. 622 00:36:23,200 --> 00:36:27,840 Speaker 1: It also obviously paired that brand with famous sports players, 623 00:36:28,080 --> 00:36:32,080 Speaker 1: sports sports ballers, you know, um, and that became again. 624 00:36:32,080 --> 00:36:33,720 Speaker 1: We talked about that a little bit the last episode, 625 00:36:33,880 --> 00:36:36,040 Speaker 1: sort of like a brand that you wanted to be 626 00:36:36,080 --> 00:36:39,040 Speaker 1: associated with, because I mean, I think, of all the cereals, 627 00:36:39,600 --> 00:36:43,000 Speaker 1: Wheatie's probably one of the better ones. But I think 628 00:36:43,040 --> 00:36:46,080 Speaker 1: there's a little sugar even in wheaties, if I'm not mistaken. 629 00:36:46,120 --> 00:36:48,440 Speaker 1: I mean, you eat a wheatie and I taste a 630 00:36:48,440 --> 00:36:52,240 Speaker 1: little sweetness, kind of like clinging to those brown flakes. 631 00:36:53,360 --> 00:37:00,279 Speaker 1: Four point one grams per point seven five cups. That's 632 00:37:00,280 --> 00:37:04,600 Speaker 1: a lot. That's a lot. Let's also consider that serving 633 00:37:04,719 --> 00:37:14,239 Speaker 1: size is tricky, okay, so we gotta introduce the bad 634 00:37:14,280 --> 00:37:16,359 Speaker 1: things the good things, right, So cereals and a little 635 00:37:16,360 --> 00:37:21,439 Speaker 1: bit of a decline, But there are other factors at 636 00:37:21,480 --> 00:37:24,440 Speaker 1: play that are influencing this. For a long long time, 637 00:37:25,000 --> 00:37:29,560 Speaker 1: I would argue this continues to day. Surfing size portions 638 00:37:29,960 --> 00:37:32,799 Speaker 1: were not what we're sold on the box. You would 639 00:37:32,840 --> 00:37:36,080 Speaker 1: get a box of you know, like candy or something, 640 00:37:36,440 --> 00:37:39,360 Speaker 1: and you wouldn't know unless you looked at it that 641 00:37:39,480 --> 00:37:42,040 Speaker 1: this was meant to be multiple servings of that candy 642 00:37:42,200 --> 00:37:45,319 Speaker 1: and kind of cereals the same way. But this has 643 00:37:45,400 --> 00:37:49,879 Speaker 1: changed due to something we're talking about off air. As 644 00:37:49,920 --> 00:37:53,400 Speaker 1: the popularity of cereal declines a little bit, it's also 645 00:37:53,480 --> 00:37:59,840 Speaker 1: becoming a prime example for an insidious packaging conspiracy called 646 00:38:00,040 --> 00:38:04,880 Speaker 1: shrink flation. Shrink Flation is, uh, the shrink flation is 647 00:38:04,920 --> 00:38:08,200 Speaker 1: where you're paying the same price for something, a product 648 00:38:08,200 --> 00:38:11,440 Speaker 1: you've probably bought in the past, but you're getting less 649 00:38:11,480 --> 00:38:13,520 Speaker 1: of it because of the way it's packaged. Like if 650 00:38:13,560 --> 00:38:17,400 Speaker 1: you took this little coffee cup here, uh, and you 651 00:38:17,480 --> 00:38:20,800 Speaker 1: looked at the bottom, then the bottom would be higher. 652 00:38:21,360 --> 00:38:23,960 Speaker 1: You're paying the same amount for less coffee. And know 653 00:38:24,200 --> 00:38:26,279 Speaker 1: you brought up a great point off air that this 654 00:38:26,360 --> 00:38:28,880 Speaker 1: has happening a lot with cereal, right, or anything that 655 00:38:28,920 --> 00:38:32,720 Speaker 1: needs air and its packaging. It's the perfect candidate because 656 00:38:32,719 --> 00:38:37,239 Speaker 1: what's happening is the boxes are getting bigger. It'll be 657 00:38:37,360 --> 00:38:39,759 Speaker 1: family size, right, I'll say that on the box. This 658 00:38:39,880 --> 00:38:44,160 Speaker 1: is massive box, probably to fill out more space in 659 00:38:44,200 --> 00:38:47,359 Speaker 1: the coveted cereal aisle. Again, I'm just kind of like 660 00:38:47,400 --> 00:38:50,560 Speaker 1: you know, conjecturing here, but again it comes in a 661 00:38:50,560 --> 00:38:53,600 Speaker 1: bag inside that is foot half full of air, and 662 00:38:53,880 --> 00:38:57,319 Speaker 1: the actual you know, net weight of the cereal in 663 00:38:57,400 --> 00:39:00,480 Speaker 1: that box, while it might be advertised as larger, if 664 00:39:00,480 --> 00:39:05,279 Speaker 1: you look at it historically, it's getting smaller. And that's 665 00:39:05,440 --> 00:39:07,799 Speaker 1: a very concerted effort on the part of on the 666 00:39:07,800 --> 00:39:10,320 Speaker 1: part of these companies to save money. And they also 667 00:39:10,560 --> 00:39:13,920 Speaker 1: we should talk about this. Grocery stores are built with 668 00:39:13,960 --> 00:39:17,520 Speaker 1: the same level of consideration that goes into making casinos 669 00:39:17,880 --> 00:39:23,080 Speaker 1: and uh, serial companies will pay premium rate uh to 670 00:39:23,280 --> 00:39:26,920 Speaker 1: have their their boxes placed on certain shelves, you know, 671 00:39:27,000 --> 00:39:29,160 Speaker 1: something maybe in the eye line of a six year 672 00:39:29,160 --> 00:39:32,920 Speaker 1: old for instance, right absolutely. And you'll also noticed that 673 00:39:32,960 --> 00:39:36,960 Speaker 1: like store brands, they don't come in boxes. They just 674 00:39:37,000 --> 00:39:39,920 Speaker 1: come in bags straight out. So to even have the 675 00:39:40,000 --> 00:39:43,800 Speaker 1: bag in the box is clearly an unnecessary marketing play 676 00:39:44,040 --> 00:39:46,279 Speaker 1: in the first place, and it's kind of meant to 677 00:39:46,360 --> 00:39:51,480 Speaker 1: disguise how not cute the actual cereal is a uh, 678 00:39:51,520 --> 00:39:54,000 Speaker 1: and be how little of it there there might be. 679 00:39:54,600 --> 00:39:57,319 Speaker 1: So at this point, UH, I want to give a 680 00:39:57,320 --> 00:40:00,839 Speaker 1: big shout out to Harold ball Alzer, who is a 681 00:40:00,920 --> 00:40:06,080 Speaker 1: food researcher. At this wonderful conversation with MPR and just 682 00:40:06,280 --> 00:40:10,600 Speaker 1: kicks all these crazy facts. One thing he says is 683 00:40:11,120 --> 00:40:14,680 Speaker 1: most people take about twelve minutes to eat in the 684 00:40:14,719 --> 00:40:17,200 Speaker 1: morning time, and there are easier ways to do that 685 00:40:17,280 --> 00:40:20,200 Speaker 1: than eating cereal. Because he's just talking through the mechanics. 686 00:40:20,200 --> 00:40:22,680 Speaker 1: He's like, Okay, you have a bowl of cereal. Now 687 00:40:22,840 --> 00:40:24,680 Speaker 1: you have a dirty bull you have to clean. Now 688 00:40:24,680 --> 00:40:26,640 Speaker 1: you have a dirty spoon. You gotta clean this stuff. 689 00:40:26,680 --> 00:40:28,279 Speaker 1: And a lot of times people are just kind of 690 00:40:28,320 --> 00:40:31,799 Speaker 1: eating on the go. Uh. If you are sort of 691 00:40:31,840 --> 00:40:35,520 Speaker 1: like Max or me, then you're one of the eighteen 692 00:40:35,600 --> 00:40:38,840 Speaker 1: percent of Americans who don't eat breakfast. That's an increase 693 00:40:39,040 --> 00:40:42,320 Speaker 1: from nine seventy seven when it was just six percent. 694 00:40:42,680 --> 00:40:45,680 Speaker 1: And now people are eating like, you know, granola bars, 695 00:40:45,800 --> 00:40:50,360 Speaker 1: cereal bars, fast food. Uh. And this has been addressed 696 00:40:50,400 --> 00:40:52,560 Speaker 1: by the cereal companies as well. Now they have the 697 00:40:52,600 --> 00:40:56,640 Speaker 1: little disposable, single serving cereal packs. I always thought of 698 00:40:56,640 --> 00:40:59,560 Speaker 1: those as like airplane cereal. Those are fun. Remember you 699 00:40:59,600 --> 00:41:02,239 Speaker 1: get the riety packs and we were kids, those were 700 00:41:02,280 --> 00:41:04,920 Speaker 1: hugely popular. And maybe my mom wouldn't buy me a 701 00:41:04,960 --> 00:41:08,760 Speaker 1: whole box of fruity pebbles, but she'd buy the variety 702 00:41:08,800 --> 00:41:11,160 Speaker 1: pack that just had a couple of fruity pebbles mixed 703 00:41:11,160 --> 00:41:14,560 Speaker 1: in with like the quote unquote more healthy cereals. Um. 704 00:41:14,960 --> 00:41:17,799 Speaker 1: All this leads me to to ask a question, Uh, 705 00:41:17,800 --> 00:41:19,080 Speaker 1: and I don't know if you guys know the answer. 706 00:41:19,160 --> 00:41:23,200 Speaker 1: I have a guess, but are people eating breakfast less 707 00:41:23,239 --> 00:41:27,160 Speaker 1: in general? And is their research that maybe is determined 708 00:41:27,200 --> 00:41:30,279 Speaker 1: that breakfast maybe isn't that most important meal of the 709 00:41:30,360 --> 00:41:33,200 Speaker 1: day that we were always kind of sold. Yes, people 710 00:41:33,239 --> 00:41:36,520 Speaker 1: are eating at least in the United States, people are 711 00:41:36,520 --> 00:41:39,319 Speaker 1: eating breakfast less often in general, like we had that 712 00:41:39,440 --> 00:41:44,360 Speaker 1: statistic we just mentioned with going from six percent of 713 00:41:44,400 --> 00:41:48,520 Speaker 1: people not even breakfast in seventy seven to not eating 714 00:41:48,960 --> 00:41:51,640 Speaker 1: breakfast at all today. As for the second part of 715 00:41:51,640 --> 00:41:55,560 Speaker 1: the question, kind of honestly, it depends on your lifestyle. 716 00:41:55,920 --> 00:41:58,759 Speaker 1: It depends on you know, do you live in an 717 00:41:58,760 --> 00:42:02,680 Speaker 1: agrarian society idea where you're you're eating breakfast and you're 718 00:42:02,680 --> 00:42:07,560 Speaker 1: going out and doing demanding physical labor from you know, 719 00:42:07,680 --> 00:42:10,600 Speaker 1: until the sun goes down. In that case, then you 720 00:42:10,640 --> 00:42:13,560 Speaker 1: probably do want something pretty hearty in the in the 721 00:42:13,600 --> 00:42:15,920 Speaker 1: beginning of your day. But then if you're in a 722 00:42:16,000 --> 00:42:17,920 Speaker 1: hurry to a place where you don't have a lot 723 00:42:17,960 --> 00:42:20,560 Speaker 1: of demanding physical labor, and you can kind of take 724 00:42:20,560 --> 00:42:23,440 Speaker 1: a break for a snack when you want. I don't know, 725 00:42:23,520 --> 00:42:26,560 Speaker 1: maybe equation changes. I don't think a lot of people 726 00:42:28,160 --> 00:42:32,239 Speaker 1: deify breakfast as much as they did in the past. Right, 727 00:42:32,360 --> 00:42:34,000 Speaker 1: and and again, you know, this is the kind of 728 00:42:34,239 --> 00:42:37,600 Speaker 1: statistic that would have been absolutely red meat for these 729 00:42:37,600 --> 00:42:39,920 Speaker 1: serial companies. You know, breakfast the most important meal of 730 00:42:39,920 --> 00:42:42,040 Speaker 1: the day. You gotta get your calories in, you know, 731 00:42:42,239 --> 00:42:44,400 Speaker 1: first thing. Uh. And and now we're also living in 732 00:42:44,440 --> 00:42:47,560 Speaker 1: a time where people are doing more like functional fasting 733 00:42:47,920 --> 00:42:50,600 Speaker 1: as well, where they maybe won't eat until dinner like 734 00:42:50,680 --> 00:42:53,560 Speaker 1: in that that that works for them. Um, So it 735 00:42:53,600 --> 00:42:55,560 Speaker 1: really against depends on who you ask, depends on what 736 00:42:55,600 --> 00:42:58,520 Speaker 1: your lifestyle is. Yeah, I mean I haven't eaten breakfast 737 00:42:58,560 --> 00:43:00,759 Speaker 1: in years. I don't need to two pm every day. 738 00:43:00,760 --> 00:43:03,960 Speaker 1: I do intermedi fasting. And your chipper is a daisy 739 00:43:05,120 --> 00:43:07,360 Speaker 1: at all times. Chipper is at whatever you get what 740 00:43:07,360 --> 00:43:10,680 Speaker 1: I'm get. Do you drink coffee max? I do I 741 00:43:10,760 --> 00:43:14,839 Speaker 1: drink coffee black? Yeah? Okay, it looks like we died 742 00:43:14,960 --> 00:43:18,279 Speaker 1: at the same conceptual breakfast club. But yeah, this is 743 00:43:18,920 --> 00:43:21,359 Speaker 1: this is pretty interesting because now that we are at 744 00:43:21,760 --> 00:43:26,040 Speaker 1: sort of the current the current state of Sereal. What 745 00:43:26,160 --> 00:43:28,880 Speaker 1: we can tell you for sure is that it's probably 746 00:43:28,880 --> 00:43:31,440 Speaker 1: not going to go away anytime soon. Nostalgia is a 747 00:43:31,480 --> 00:43:36,200 Speaker 1: heck of a drug. Also, the marketing folks working for 748 00:43:36,360 --> 00:43:39,439 Speaker 1: Cereal companies have a lot of skin in the game. 749 00:43:39,520 --> 00:43:41,800 Speaker 1: They've got a lot of experience, they know what works, 750 00:43:41,880 --> 00:43:47,239 Speaker 1: and they've shown a pattern of adjusting two different cultural 751 00:43:47,360 --> 00:43:52,880 Speaker 1: moments in society. They're even space cereals. That's a real thing. Uh, 752 00:43:52,920 --> 00:43:57,520 Speaker 1: it's the regular menu of NASA astronauts. I found that 753 00:43:57,600 --> 00:44:00,520 Speaker 1: the they have five or six different kinds. The Cereal 754 00:44:00,800 --> 00:44:05,959 Speaker 1: brand checks corn flakes, rice crispies. Oh and weirdly enough, 755 00:44:06,000 --> 00:44:08,200 Speaker 1: they also have grits with butter. I don't know what 756 00:44:08,280 --> 00:44:11,360 Speaker 1: grits taste like in space. I'm already kind of picky 757 00:44:11,400 --> 00:44:13,720 Speaker 1: about them on Earth. I also don't know what grits 758 00:44:13,719 --> 00:44:17,640 Speaker 1: tastes like without butter, and I don't want to know. Okay, 759 00:44:17,800 --> 00:44:20,000 Speaker 1: I don't want to know. Um, have you heard about 760 00:44:20,040 --> 00:44:22,799 Speaker 1: sugar and grits? I still that's a rubiciclon too far 761 00:44:22,880 --> 00:44:26,560 Speaker 1: from me. Yeah, I can you know sugary buttery grits? 762 00:44:26,719 --> 00:44:28,560 Speaker 1: I I could see the bed it's sort of like 763 00:44:28,600 --> 00:44:31,640 Speaker 1: cream of wheat, you know at that point. Uh, And 764 00:44:31,840 --> 00:44:34,600 Speaker 1: but no, to me, grits are always meant to be savory. 765 00:44:34,880 --> 00:44:37,440 Speaker 1: I like shrimp and grits, you know, or cheese grits, 766 00:44:37,520 --> 00:44:40,000 Speaker 1: things like that. The pimento cheese and grits, it's actually 767 00:44:40,080 --> 00:44:44,960 Speaker 1: quite good. I'm a recent pimento cheese convert really well. Yeah, well, 768 00:44:45,000 --> 00:44:46,960 Speaker 1: because it was just so orange, it always kind of 769 00:44:46,960 --> 00:44:49,440 Speaker 1: weirded me out. And the texture is a little odd. Um, 770 00:44:49,520 --> 00:44:52,080 Speaker 1: but man on a burger, you know, it actually melts 771 00:44:52,080 --> 00:44:57,080 Speaker 1: really nicely. Fantastic. Um. Before we wrap this episode, Uh, 772 00:44:57,200 --> 00:44:59,800 Speaker 1: can we talk a little bit about some like maybe 773 00:45:00,040 --> 00:45:03,320 Speaker 1: more global breakfast foods and uh, you know, people that 774 00:45:03,440 --> 00:45:06,520 Speaker 1: maybe aren't eating cereal. Um, they've got some fun ones here, 775 00:45:06,520 --> 00:45:08,240 Speaker 1: and I think I think each of us also brought 776 00:45:08,239 --> 00:45:11,359 Speaker 1: some surprises. Yeah what you got, Oh, well, we've got 777 00:45:11,400 --> 00:45:14,640 Speaker 1: you know, the Egyptian breakfasts. In ancient egypts peasants and 778 00:45:14,680 --> 00:45:18,879 Speaker 1: workers would drink some beer, eat some bread, and eat 779 00:45:18,960 --> 00:45:23,239 Speaker 1: a soup um or even onions before they would they 780 00:45:23,280 --> 00:45:26,880 Speaker 1: would head out to their slave labor, you know, building 781 00:45:26,880 --> 00:45:30,480 Speaker 1: the pyramids or whatever. It's interesting because you know the 782 00:45:30,680 --> 00:45:34,640 Speaker 1: concept of the modern American breakfast, or just the idea 783 00:45:34,640 --> 00:45:38,560 Speaker 1: of breakfast foods in general, really is a construct of 784 00:45:38,320 --> 00:45:44,239 Speaker 1: of advertising. Again thanks to our buddy Edward Burnet's Yeah, 785 00:45:44,440 --> 00:45:50,080 Speaker 1: we also know uh that at one point some members 786 00:45:50,200 --> 00:45:54,600 Speaker 1: of the clergy felt that breakfast was a sin. That's 787 00:45:54,640 --> 00:45:59,440 Speaker 1: the holy breakfast, so you don't eat anything. Dominican priest 788 00:45:59,480 --> 00:46:04,279 Speaker 1: Thomas at Unus said that you would be eating too soon, 789 00:46:04,440 --> 00:46:08,160 Speaker 1: you would be committing the sin of prey propere. Uh. 790 00:46:08,360 --> 00:46:11,160 Speaker 1: So this meant it was to him, was kind of gluttony. 791 00:46:11,239 --> 00:46:13,759 Speaker 1: It's like, why why can't you wait? And he was 792 00:46:13,920 --> 00:46:16,240 Speaker 1: he was telling people, you need to be like Max Williams, 793 00:46:16,280 --> 00:46:19,120 Speaker 1: wait till two pm. That's what That's what he was 794 00:46:19,160 --> 00:46:23,440 Speaker 1: saying in the in the thirteenth century. Um. But yeah, well, 795 00:46:23,520 --> 00:46:27,080 Speaker 1: and then like in the industrial evolution, when uh, everything 796 00:46:27,160 --> 00:46:30,280 Speaker 1: was determined by the workday and often you maybe wouldn't 797 00:46:30,280 --> 00:46:32,200 Speaker 1: even get a lunch break, who knows. You had to 798 00:46:32,239 --> 00:46:34,800 Speaker 1: kind of take your meals when you could, so loading 799 00:46:34,880 --> 00:46:36,719 Speaker 1: up first thing was really kind of the only way 800 00:46:36,719 --> 00:46:40,440 Speaker 1: to fly. Um. And they would eat things like anchovies 801 00:46:40,520 --> 00:46:45,000 Speaker 1: and oysters, and of course drink tons of wine and ale. Um. 802 00:46:45,280 --> 00:46:49,080 Speaker 1: This is all before eleven am. You know, so people 803 00:46:49,120 --> 00:46:53,120 Speaker 1: were kind of getting getting blasted and then working in 804 00:46:53,239 --> 00:46:58,800 Speaker 1: factories that were very dangerous. Wonder mortality rates were so huge. Also, 805 00:46:58,920 --> 00:47:03,240 Speaker 1: water still wasn't as safe as it has become now, 806 00:47:03,280 --> 00:47:06,840 Speaker 1: but yeah, there was. They were going hard before noon, 807 00:47:07,320 --> 00:47:09,720 Speaker 1: which is still kind of that before noon or before 808 00:47:09,800 --> 00:47:13,640 Speaker 1: five is still kind of an arbitrary rule. Right, Are 809 00:47:13,680 --> 00:47:17,520 Speaker 1: you guys familiar with the famous Finnish breakfast known as 810 00:47:18,000 --> 00:47:21,279 Speaker 1: blue Uru Blue Blue Roots, got the omlad over, the 811 00:47:21,320 --> 00:47:24,680 Speaker 1: oh and the oh b l oh that I'm not 812 00:47:24,760 --> 00:47:28,719 Speaker 1: familiar with. It is literally a cup of black coffee, 813 00:47:29,040 --> 00:47:36,000 Speaker 1: a shot of vodka, and a cigarette. Oh wow, alright, yes, 814 00:47:36,040 --> 00:47:38,440 Speaker 1: indeed there's a Reddit page with a picture of it, 815 00:47:38,480 --> 00:47:41,040 Speaker 1: and it's literally like on a little sauce for all 816 00:47:41,080 --> 00:47:45,040 Speaker 1: three of these items. You know, what I never understood is, uh, well, 817 00:47:45,080 --> 00:47:47,920 Speaker 1: I've had it before just because I felt like I 818 00:47:48,000 --> 00:47:50,200 Speaker 1: was it was a winning Rome situation. But the full 819 00:47:50,239 --> 00:47:55,280 Speaker 1: Irish are the full English breakfast bangers and uh and beans, 820 00:47:55,960 --> 00:48:03,280 Speaker 1: so much stuff. And it's so you could get tomatoes, beans, blood, sausage, bacon, 821 00:48:03,840 --> 00:48:07,680 Speaker 1: probably some sausage links and eggs and then you'll have 822 00:48:07,880 --> 00:48:11,040 Speaker 1: you usually have some toast. Oh you might have mushrooms, 823 00:48:11,560 --> 00:48:15,239 Speaker 1: but that's the stuff I see that. It is a lot. 824 00:48:15,239 --> 00:48:17,200 Speaker 1: But I will say this, and this is a thing 825 00:48:17,280 --> 00:48:20,719 Speaker 1: that I learned from Gordon Ramsey not to every long ago. 826 00:48:20,880 --> 00:48:24,160 Speaker 1: If you take tomatoes and mushrooms and you just put 827 00:48:24,200 --> 00:48:26,839 Speaker 1: them in a pan on low heat, they kind of 828 00:48:26,880 --> 00:48:29,040 Speaker 1: start to cook in their own juices and the tomato 829 00:48:29,160 --> 00:48:32,359 Speaker 1: gets a little crinkly, not like sugar crinkles. But that's 830 00:48:32,400 --> 00:48:34,880 Speaker 1: sort of the style of of preparing those for a 831 00:48:34,920 --> 00:48:37,200 Speaker 1: full English breakfast. The tomatoes that are kind of charred 832 00:48:37,200 --> 00:48:39,719 Speaker 1: and uh, really nice because it's like multiple bites. It 833 00:48:39,800 --> 00:48:42,120 Speaker 1: is a lot. But I might also go the way 834 00:48:42,120 --> 00:48:44,839 Speaker 1: of the sitcom and just eat a little bit here 835 00:48:44,880 --> 00:48:46,960 Speaker 1: and there and kind of, you know, compose some perfect 836 00:48:46,960 --> 00:48:50,719 Speaker 1: bites and then move on. I personally love a nice breakfast, 837 00:48:50,760 --> 00:48:54,040 Speaker 1: but usually only on the weekend. You know. Yeah, I'll 838 00:48:54,040 --> 00:48:57,480 Speaker 1: cook breakfast on on a weekend. But the way that 839 00:48:57,600 --> 00:49:02,480 Speaker 1: I cook is very slow and considered and oh what 840 00:49:02,520 --> 00:49:06,560 Speaker 1: do we have here? Very well? Uh so I'm usually 841 00:49:07,280 --> 00:49:10,160 Speaker 1: if I start cooking breakfast, it's to be charitable. We 842 00:49:10,239 --> 00:49:14,040 Speaker 1: called a brunch. One of my last breakfast shoutouts the Netherlands, 843 00:49:14,840 --> 00:49:19,120 Speaker 1: there's this thing called hoggle slog Uh. It's a slice 844 00:49:19,120 --> 00:49:23,719 Speaker 1: of bread that has chocolate sprinkles on it. Have you 845 00:49:23,719 --> 00:49:26,960 Speaker 1: guys heard of this? No? Please, No, that's it. That's 846 00:49:27,120 --> 00:49:31,680 Speaker 1: I didn't believe it. I thought they have butter so 847 00:49:31,719 --> 00:49:34,040 Speaker 1: the sprinkles don't fall off. But yeah, that's it. That's 848 00:49:34,080 --> 00:49:37,000 Speaker 1: literally it. And somehow it has less gramps of sugar 849 00:49:37,080 --> 00:49:42,560 Speaker 1: with that somehow. Yes, but this is a I think 850 00:49:42,560 --> 00:49:45,720 Speaker 1: we should also do an episode just about breakfast, because 851 00:49:45,760 --> 00:49:48,839 Speaker 1: that is such a uniquely different thing. You know, it's 852 00:49:48,960 --> 00:49:51,480 Speaker 1: it's always weird. Like you go to uh, you know, 853 00:49:51,520 --> 00:49:57,120 Speaker 1: you just walk by different, um different like regionally specific restaurants, 854 00:49:57,120 --> 00:49:59,319 Speaker 1: and you see that not all of them served some 855 00:49:59,400 --> 00:50:02,080 Speaker 1: kind of breakfas this dish. Right, Like, the idea of 856 00:50:02,080 --> 00:50:05,760 Speaker 1: what people in China might eat for breakfast isn't something 857 00:50:05,800 --> 00:50:08,439 Speaker 1: that's really caught on in the United States, at least 858 00:50:08,480 --> 00:50:11,520 Speaker 1: in the parts I've I've visited. And that's what kind 859 00:50:11,520 --> 00:50:13,600 Speaker 1: of was getting out earlier. I sometimes like eat a 860 00:50:13,640 --> 00:50:16,480 Speaker 1: bowl of ramen for breakfast with like a poached egg 861 00:50:16,480 --> 00:50:19,680 Speaker 1: in it, you know, or just leftovers. I really I 862 00:50:19,760 --> 00:50:22,440 Speaker 1: kind of resent being held to the standard of what 863 00:50:22,680 --> 00:50:24,760 Speaker 1: is and is not a breakfast food or what time 864 00:50:25,120 --> 00:50:27,640 Speaker 1: those types of food should be consumed. I like to 865 00:50:27,640 --> 00:50:29,640 Speaker 1: to live live on the edge. Have you guys, Uh, 866 00:50:29,800 --> 00:50:32,719 Speaker 1: last one for me? Have you guys heard of Welsh 867 00:50:33,080 --> 00:50:38,560 Speaker 1: rabbit or Welsh rabbits y? Yeah? Yeah, it contains neither 868 00:50:38,680 --> 00:50:42,000 Speaker 1: Welsh nor rabbits Um. It is a piece of toast 869 00:50:42,040 --> 00:50:46,720 Speaker 1: with kind of a cheesy um gravy kind of melt 870 00:50:47,040 --> 00:50:49,480 Speaker 1: concoction over it, often served with a poach egg. And 871 00:50:49,480 --> 00:50:53,080 Speaker 1: anyone who's a Paul Thomas Anderson fan will remember that 872 00:50:53,680 --> 00:50:57,920 Speaker 1: Daniel Lee Lewis's character from Phantom Thread orders breakfast with 873 00:50:57,960 --> 00:51:01,359 Speaker 1: bacon SCons, butter cream jam, a pot of lap saying 874 00:51:01,719 --> 00:51:05,160 Speaker 1: su chong t and some sausages and an order of 875 00:51:05,320 --> 00:51:08,120 Speaker 1: Welsh rare bit with a poached egg not too running. 876 00:51:08,719 --> 00:51:12,840 Speaker 1: The poached egg not too running. We are going to 877 00:51:13,600 --> 00:51:16,120 Speaker 1: call it a day. They are all sorts of breakfast 878 00:51:16,200 --> 00:51:17,759 Speaker 1: is that we want to talk about. And I think 879 00:51:17,840 --> 00:51:22,000 Speaker 1: part of it is because, uh, outside of maximal, I 880 00:51:22,040 --> 00:51:23,800 Speaker 1: don't know about you know, but I might be getting hungry. 881 00:51:23,800 --> 00:51:26,520 Speaker 1: I might have a little bit of a nausha head. 882 00:51:26,840 --> 00:51:30,400 Speaker 1: Get that daytime bagel, daytime bagel, No more two am 883 00:51:30,560 --> 00:51:33,840 Speaker 1: bagels for me. Guys, this is the beginning of a 884 00:51:33,920 --> 00:51:37,680 Speaker 1: whole new era, and we hope that you join us 885 00:51:37,960 --> 00:51:41,600 Speaker 1: and give us your thoughts about breakfast around the world. 886 00:51:41,719 --> 00:51:44,120 Speaker 1: This is when that's gonna be pretty exciting for us 887 00:51:44,239 --> 00:51:47,160 Speaker 1: in the meantime. Thanks as always to our super producer 888 00:51:47,360 --> 00:51:50,880 Speaker 1: and research associate for this week series, Mr Max Williams. 889 00:51:51,360 --> 00:51:55,440 Speaker 1: Thanks to Jonathan Strickland. I actually talked with Jonathan just 890 00:51:55,640 --> 00:52:00,040 Speaker 1: very briefly through uh through text. I was between so 891 00:52:00,120 --> 00:52:02,440 Speaker 1: I was trying to prank text him and I didn't 892 00:52:02,440 --> 00:52:04,560 Speaker 1: know if it was his number or if it was 893 00:52:04,600 --> 00:52:07,000 Speaker 1: someone else on my phone, but it is his number. 894 00:52:07,520 --> 00:52:10,239 Speaker 1: He sends his regards. I don't know whether they're warm 895 00:52:10,280 --> 00:52:14,440 Speaker 1: regards or like cold sinister regards. He said he is 896 00:52:14,520 --> 00:52:17,120 Speaker 1: looking forward to joining us soon, So the rumors are true. 897 00:52:17,200 --> 00:52:19,919 Speaker 1: We are in contact. Don't tempt me with a good time, 898 00:52:19,960 --> 00:52:23,720 Speaker 1: ben Okay. Well, Instead, what I'm saying is the Quister 899 00:52:23,840 --> 00:52:26,640 Speaker 1: might show up. Yeah, We've been teasing that for for 900 00:52:27,280 --> 00:52:30,240 Speaker 1: like a year. And where is he? Where is this Quister? 901 00:52:30,320 --> 00:52:32,520 Speaker 1: I don't believe he exists anymore, And this would be 902 00:52:32,520 --> 00:52:34,400 Speaker 1: the exact opportunity moment for him to pop up. If 903 00:52:34,400 --> 00:52:38,320 Speaker 1: we weren't already an hour into this podcast, we wouldn't 904 00:52:38,320 --> 00:52:42,160 Speaker 1: do that to you ridiculous historians. But yeah, I don't know, 905 00:52:42,280 --> 00:52:44,640 Speaker 1: weld we tried. I mean really, I'm actually kind of 906 00:52:45,280 --> 00:52:47,440 Speaker 1: blown away by how much there was to talk about 907 00:52:47,719 --> 00:52:49,799 Speaker 1: regarding the history of cereal. But it also kind of 908 00:52:49,800 --> 00:52:51,920 Speaker 1: makes so much sense because it's really tied in with 909 00:52:51,960 --> 00:52:54,719 Speaker 1: a lot of different threads, you know, from history, in 910 00:52:54,800 --> 00:52:57,800 Speaker 1: terms of like the kind of holistic health food movement, 911 00:52:58,239 --> 00:53:02,200 Speaker 1: marketing too cartoon characters to breakfast foods, and I mean, 912 00:53:02,200 --> 00:53:04,200 Speaker 1: it's just I don't know, it's a whole ball of ax, 913 00:53:04,239 --> 00:53:07,200 Speaker 1: and it's been a pleasure discussing it with you fellas. Yes, 914 00:53:07,360 --> 00:53:12,040 Speaker 1: agreed and likewise, So tune in next week, folks. We're 915 00:53:12,040 --> 00:53:17,200 Speaker 1: gonna be exploring some even more bizarre, strange tales of 916 00:53:17,320 --> 00:53:22,160 Speaker 1: yesteryear that won't have They won't be related to cereal, 917 00:53:22,320 --> 00:53:26,560 Speaker 1: I think, but if they are, we'll bring some props. 918 00:53:26,560 --> 00:53:28,439 Speaker 1: We'll eat some cereal while we do while we do 919 00:53:28,800 --> 00:53:32,360 Speaker 1: our next episodes. Huge thanks to christophrostiotis here in spirit, 920 00:53:32,400 --> 00:53:36,520 Speaker 1: Eves Jeff Coat gallivanting around this wide world of sports 921 00:53:37,160 --> 00:53:40,440 Speaker 1: doing great work, and gosh, do you Max and and 922 00:53:40,560 --> 00:53:43,879 Speaker 1: uh and of course to you Benjamin, Thank you mill 923 00:53:43,920 --> 00:53:46,600 Speaker 1: and Jamin uh. And of course big thanks to all 924 00:53:46,680 --> 00:53:50,839 Speaker 1: those wonderful Cereal mascots except for that Crinkles guy. We'll 925 00:53:50,840 --> 00:54:00,080 Speaker 1: see you, nice set, folks. For more podcasts from I 926 00:54:00,120 --> 00:54:02,880 Speaker 1: Heeart Radio, visit the iHeart Radio app, Apple podcast, or 927 00:54:02,880 --> 00:54:04,960 Speaker 1: wherever you listen to your favorite shows.