1 00:00:07,600 --> 00:00:09,840 Speaker 1: Hello, and welcome to Savor Protection for I Heart Radio. 2 00:00:09,920 --> 00:00:12,480 Speaker 1: I'm Annie Reese and I'm Lauren Vocal Bam and today 3 00:00:12,640 --> 00:00:18,400 Speaker 1: we're talking about breakfast cereals. I love breakfast cereals. Oh 4 00:00:18,480 --> 00:00:23,239 Speaker 1: my gosh. This emotional reaction is exactly what this episode 5 00:00:23,280 --> 00:00:25,560 Speaker 1: is all about. And I love it so hard because 6 00:00:25,560 --> 00:00:28,319 Speaker 1: I don't. I mean, like, I think they're fine, but 7 00:00:29,200 --> 00:00:31,000 Speaker 1: but you have like this look on your face that 8 00:00:31,160 --> 00:00:37,120 Speaker 1: even thinking about these products is just a state of bliss. Yes. Yes, 9 00:00:37,240 --> 00:00:41,120 Speaker 1: And I think also in this is I I live 10 00:00:41,200 --> 00:00:45,440 Speaker 1: by myself, and so having milk around, I don't really 11 00:00:45,520 --> 00:00:48,040 Speaker 1: drink milk, so I just don't have it around, which 12 00:00:48,040 --> 00:00:52,159 Speaker 1: means I don't really have cereal anymore. And at our office, 13 00:00:52,360 --> 00:00:56,400 Speaker 1: I frequently think about how there's a lot of cereal there, 14 00:00:57,120 --> 00:01:01,720 Speaker 1: but we're not going there anymore. It's sometimes I consider like, 15 00:01:02,160 --> 00:01:06,280 Speaker 1: is it worth checking out there to take some cereal 16 00:01:06,440 --> 00:01:12,600 Speaker 1: for my own? Is it still good? Oh? Well, okay, 17 00:01:12,640 --> 00:01:14,440 Speaker 1: if I do make it over there and I do 18 00:01:14,560 --> 00:01:17,080 Speaker 1: a delivery for you, I will totally bring you some 19 00:01:17,160 --> 00:01:20,640 Speaker 1: cereal if such still exists. I know that we uh. 20 00:01:20,920 --> 00:01:23,120 Speaker 1: I know that our team has made some donations to 21 00:01:23,200 --> 00:01:26,000 Speaker 1: food banks of stuff that was in our pantries. So yes, 22 00:01:26,200 --> 00:01:30,319 Speaker 1: well I'm assuming and I'm happy to hope that the 23 00:01:30,440 --> 00:01:34,480 Speaker 1: unopened boxes went to that. But I don't say know 24 00:01:34,600 --> 00:01:41,080 Speaker 1: to to open boxes. I have qualms. Yeah, I think 25 00:01:41,120 --> 00:01:43,000 Speaker 1: I said before on the show. When I was a 26 00:01:43,080 --> 00:01:49,920 Speaker 1: college student, my dinner was usually a buffet of just cereals, 27 00:01:50,360 --> 00:01:56,280 Speaker 1: oh yeah, and occasionally fries for the catch up, healthy, healthy, 28 00:01:56,320 --> 00:01:59,840 Speaker 1: healthy um. And when I was a kid, we didn't 29 00:01:59,840 --> 00:02:05,240 Speaker 1: really have it for breakfast. It was a dessert item, yeah, 30 00:02:05,280 --> 00:02:09,440 Speaker 1: which I loved, and my favorites cinnamon toast crunch, that's 31 00:02:09,440 --> 00:02:12,480 Speaker 1: my absolute favorite, um. But also a big fan of 32 00:02:12,520 --> 00:02:16,920 Speaker 1: Captain crunch, Captain honey bunches of oaths with the almonds 33 00:02:17,120 --> 00:02:25,160 Speaker 1: all right, lucky charms, honeynut cheerios, and apple jacks. Uh. 34 00:02:25,200 --> 00:02:28,560 Speaker 1: And in my house, we had to fight over who 35 00:02:28,560 --> 00:02:31,160 Speaker 1: got to choose the cereal. And I remember my brothers 36 00:02:31,200 --> 00:02:34,120 Speaker 1: both loved corn pops and I just thought that was 37 00:02:34,160 --> 00:02:36,720 Speaker 1: the weirdest thing, like they're fine, what are you telling 38 00:02:36,720 --> 00:02:40,000 Speaker 1: me you're gonna choose corn pops over cinnamon toast crunch. 39 00:02:40,440 --> 00:02:48,800 Speaker 1: Get out of my house anyway, I present no argument. 40 00:02:48,960 --> 00:02:51,920 Speaker 1: This is clearly something you feel strongly about and I 41 00:02:52,080 --> 00:02:57,640 Speaker 1: encourage you to do so, Thank you, thank you. Oddly enough, 42 00:02:57,960 --> 00:03:00,919 Speaker 1: we did used to get Reese's puffs towards the end, 43 00:03:00,919 --> 00:03:02,920 Speaker 1: and I refused to eat them because I thought they 44 00:03:02,919 --> 00:03:06,079 Speaker 1: were too sweet. But I love Reese's and I love Cereal. 45 00:03:07,000 --> 00:03:09,280 Speaker 1: I don't know too much was going on there. I 46 00:03:09,320 --> 00:03:15,200 Speaker 1: guess I did have a Cookie Crisp board game, which 47 00:03:15,320 --> 00:03:19,079 Speaker 1: was very funny. Had it motorized like long because the 48 00:03:19,120 --> 00:03:22,080 Speaker 1: Cookie Crisp mascot is like that chef and he had 49 00:03:22,120 --> 00:03:24,080 Speaker 1: these long arms that was spin around and you had 50 00:03:24,120 --> 00:03:26,280 Speaker 1: to try to get the Cookie Crisp without getting hit 51 00:03:26,320 --> 00:03:33,799 Speaker 1: by the arms. That sounds frightening, but it's pretty intense. Yeah. Um, 52 00:03:33,960 --> 00:03:36,000 Speaker 1: And a friend of mine always got the knockoff frands, 53 00:03:36,240 --> 00:03:38,520 Speaker 1: and the knockoff frands like no shade to them at all, 54 00:03:38,560 --> 00:03:40,240 Speaker 1: because I've done a taste test where I couldn't really 55 00:03:40,240 --> 00:03:44,560 Speaker 1: tell the difference between them, but the names of them 56 00:03:44,600 --> 00:03:47,920 Speaker 1: made me laugh. Yeah, yeah, they're quite funny. I wish 57 00:03:47,960 --> 00:03:50,000 Speaker 1: I could remember. There's like honey Smacks, but they're the 58 00:03:50,160 --> 00:03:52,200 Speaker 1: name for honey Smacks. That's the knockoff frand used to 59 00:03:52,200 --> 00:03:56,000 Speaker 1: make me laugh a lot. Um and also the doughnut. 60 00:03:56,320 --> 00:04:00,240 Speaker 1: You remember the donut, Lauren, that the doughnut. Yes. So 61 00:04:00,360 --> 00:04:02,760 Speaker 1: when we got the idea for the show, originally we 62 00:04:02,800 --> 00:04:09,760 Speaker 1: were in Austin, Texas. Yes, one night we went super 63 00:04:09,840 --> 00:04:13,360 Speaker 1: late to Voodoo Donuts and my biggest I was like, 64 00:04:13,400 --> 00:04:16,520 Speaker 1: the biggest winer that we have to get the Captain 65 00:04:16,600 --> 00:04:20,560 Speaker 1: Crunch donut. I was adamant. And we got a bunch 66 00:04:20,600 --> 00:04:22,000 Speaker 1: of them, but that was the one that I was 67 00:04:22,040 --> 00:04:25,120 Speaker 1: super excited about. And we bring them back to the 68 00:04:25,160 --> 00:04:29,159 Speaker 1: house and they're about five of us. They're including Caroline 69 00:04:29,360 --> 00:04:31,760 Speaker 1: of a lady like the podcast and past host of 70 00:04:31,800 --> 00:04:36,960 Speaker 1: stuff I never told you. And I remember going excitedly 71 00:04:37,080 --> 00:04:41,360 Speaker 1: to open the donut box realizing the Captain Crunch donut 72 00:04:41,440 --> 00:04:45,359 Speaker 1: was missing, looking up and there was Caroline, and you 73 00:04:45,440 --> 00:04:48,200 Speaker 1: know what, she was eating it. And the biggest, the 74 00:04:48,240 --> 00:04:50,880 Speaker 1: biggest thing about it was she said it wasn't even 75 00:04:50,960 --> 00:04:54,120 Speaker 1: she didn't make an impression on her, she didn't even care. 76 00:04:54,680 --> 00:04:58,000 Speaker 1: But anyway, I was so upset and then you, Lauren, 77 00:04:58,120 --> 00:05:01,760 Speaker 1: one night, you like magically because I was. It was 78 00:05:01,839 --> 00:05:04,440 Speaker 1: kind of a drunken evening and you have presented me 79 00:05:04,560 --> 00:05:06,880 Speaker 1: with one of these stone nuts, and it was the 80 00:05:07,000 --> 00:05:10,239 Speaker 1: best thing oh, yeah, we were in Atlanta. We weren't 81 00:05:10,240 --> 00:05:14,200 Speaker 1: anywhere near two Donuts branch, so it must have seemed 82 00:05:14,320 --> 00:05:18,640 Speaker 1: very uh like and magical. Yeah, but it was like 83 00:05:18,800 --> 00:05:22,240 Speaker 1: months later, maybe longer than that, and I think like 84 00:05:22,320 --> 00:05:27,120 Speaker 1: a full year. Yeah. My friend Bridget, who travels frequently 85 00:05:27,160 --> 00:05:32,440 Speaker 1: for for work, had gone to Austin and had discovered that, um, 86 00:05:32,520 --> 00:05:35,560 Speaker 1: if you arrive at a branch of Voodoo Donuts or 87 00:05:36,080 --> 00:05:38,000 Speaker 1: at the time, I'm not sure what is going on 88 00:05:38,080 --> 00:05:40,479 Speaker 1: due to COVID right now, but but at the time, 89 00:05:41,000 --> 00:05:44,960 Speaker 1: if you arrived near shift change, they were trying to 90 00:05:45,040 --> 00:05:51,119 Speaker 1: cycle all of their stock. And so so she came 91 00:05:51,160 --> 00:05:56,760 Speaker 1: home to Atlanta with these like five gallon buckets filled 92 00:05:56,760 --> 00:06:01,480 Speaker 1: with Voodoo Donuts, which is just what they'll give you 93 00:06:02,040 --> 00:06:04,520 Speaker 1: for for like not a lot of dollars. Like they're 94 00:06:04,560 --> 00:06:06,479 Speaker 1: just like, yeah, I just give us like ten bucks 95 00:06:06,480 --> 00:06:09,160 Speaker 1: and take this bucket. Just take as many donuts as 96 00:06:09,200 --> 00:06:12,400 Speaker 1: you can off of our hands. And so she did. Um, 97 00:06:14,560 --> 00:06:16,800 Speaker 1: and I specifically went and picked some up because I 98 00:06:16,839 --> 00:06:20,120 Speaker 1: was like, I need to get this French donut for 99 00:06:20,279 --> 00:06:25,200 Speaker 1: any It's very important. And it was I remember like 100 00:06:25,320 --> 00:06:30,600 Speaker 1: just feeling so this cannot be and indeed it was delicious, 101 00:06:30,640 --> 00:06:36,120 Speaker 1: So thank you, Lauren, I'll still remember it. You're very welcome. 102 00:06:37,400 --> 00:06:39,720 Speaker 1: I'm glad to make at least one or two of 103 00:06:39,760 --> 00:06:44,200 Speaker 1: your donut dreams come true. Yes, wrong was righted that day? 104 00:06:46,680 --> 00:06:50,839 Speaker 1: Oh gosh um yeah. Oh. When I was a kid, 105 00:06:50,960 --> 00:06:56,320 Speaker 1: my my dad wouldn't let me have like like junk cereals, 106 00:06:56,360 --> 00:07:00,559 Speaker 1: like anything with that much sweetener, or like like fruit 107 00:07:00,600 --> 00:07:04,520 Speaker 1: flavoring or chocolate flavoring. But the two that he did allow, 108 00:07:04,560 --> 00:07:07,479 Speaker 1: we're like frosted miniweats and honeynut cheerios, And I'm pretty 109 00:07:07,480 --> 00:07:10,120 Speaker 1: sure that those aren't less egregious, like if you read 110 00:07:10,120 --> 00:07:15,120 Speaker 1: the labels, so I don't know. Strangely enough, perhaps the 111 00:07:15,720 --> 00:07:19,960 Speaker 1: cereal that I have the most nostalgia for is just 112 00:07:20,040 --> 00:07:24,440 Speaker 1: a bowl of plain rice crispies with a sliced banana, 113 00:07:24,520 --> 00:07:26,880 Speaker 1: because that's the thing that I would get at my 114 00:07:27,080 --> 00:07:30,600 Speaker 1: uh frequently aforementioned grandparents house when I would go and 115 00:07:30,680 --> 00:07:33,160 Speaker 1: visit during the summer when I was a kid. That's 116 00:07:33,200 --> 00:07:36,560 Speaker 1: pretty healthy take on that cereal. I know I've mentioned 117 00:07:36,560 --> 00:07:38,360 Speaker 1: it before, but one of my favorite things about rice 118 00:07:38,360 --> 00:07:41,600 Speaker 1: crispy treats is that, in theory has less sugar. But 119 00:07:41,720 --> 00:07:44,080 Speaker 1: like everyone I know, would just get like a not 120 00:07:44,360 --> 00:07:46,840 Speaker 1: not a spoonful, but like one of those whole fourth 121 00:07:46,880 --> 00:07:54,960 Speaker 1: cups of sugar. Yeah, yeah, we fell away. Yeah, sugar 122 00:07:55,160 --> 00:08:00,040 Speaker 1: does find a way, It's true. Um. Oh. And I 123 00:08:00,120 --> 00:08:02,880 Speaker 1: and another thing that I always associate with Cereal now 124 00:08:03,520 --> 00:08:06,640 Speaker 1: is so um in a in a In a previous 125 00:08:07,160 --> 00:08:11,160 Speaker 1: uh employment life, um, I was an editor um of 126 00:08:11,280 --> 00:08:14,320 Speaker 1: fiction and a copy editor for medical journal stuff like that. 127 00:08:14,680 --> 00:08:17,880 Speaker 1: And my my dear friend Adam P. Knave wrote this 128 00:08:18,040 --> 00:08:23,600 Speaker 1: novel about about three cartoon Cereal mascots like road tripping 129 00:08:23,600 --> 00:08:27,240 Speaker 1: through the multiverse to find their lost friend and themselves. 130 00:08:28,760 --> 00:08:31,920 Speaker 1: And I think it's like the second thing I ever 131 00:08:32,080 --> 00:08:34,920 Speaker 1: edited for money. Um so it holds a very dear 132 00:08:34,960 --> 00:08:37,640 Speaker 1: place in my heart aside from just enjoying it. The 133 00:08:37,960 --> 00:08:43,480 Speaker 1: characters were were Berry, the Strawberry Werewolf, Choco raw the 134 00:08:43,559 --> 00:08:48,240 Speaker 1: Chocolate Mummy, and the creature from the Fruit Lagoon. Oh 135 00:08:48,760 --> 00:08:52,880 Speaker 1: mm hmm, it's excellent. It's the book is called Stays 136 00:08:52,920 --> 00:08:59,160 Speaker 1: Crunchy and Milk And uh, please don't at me about 137 00:08:59,200 --> 00:09:02,760 Speaker 1: all of the superfluous commas that I edited in there 138 00:09:02,800 --> 00:09:05,720 Speaker 1: should you happen to read it, but uh, but but 139 00:09:05,760 --> 00:09:08,920 Speaker 1: do do look up Adam P. Knaves k n a V. 140 00:09:09,559 --> 00:09:12,360 Speaker 1: His comics and novels. If you're looking for something to read, 141 00:09:12,679 --> 00:09:16,880 Speaker 1: his recent stuff is real aces h extra aces Um. 142 00:09:17,000 --> 00:09:20,760 Speaker 1: I am biased because I still do editing for his novels, 143 00:09:20,800 --> 00:09:25,120 Speaker 1: so I feel very very close to him. But I 144 00:09:25,160 --> 00:09:29,040 Speaker 1: mean that sounds like something up our listeners Alley, Yeah, 145 00:09:29,040 --> 00:09:32,720 Speaker 1: not all of them are about food. Well, it's a 146 00:09:32,720 --> 00:09:38,520 Speaker 1: good entry point at least. I am certainly curious about 147 00:09:38,520 --> 00:09:42,120 Speaker 1: many of the mascots in the serial world. Similarly to 148 00:09:42,400 --> 00:09:46,400 Speaker 1: uh kool aid Man, I got some questions. Oh my 149 00:09:46,520 --> 00:09:52,080 Speaker 1: heck yes. Uh. Meanwhile, here in the United States, National 150 00:09:52,160 --> 00:09:58,840 Speaker 1: Serial Day is March seven. Huh all right, yep, good 151 00:09:58,840 --> 00:10:03,840 Speaker 1: at time? Is any Yeah? Sure? And uh recommended extra 152 00:10:03,920 --> 00:10:05,680 Speaker 1: listing if you haven't listened to it or want to 153 00:10:05,720 --> 00:10:08,560 Speaker 1: really listen. See our Graham Cracker episode one where I 154 00:10:08,600 --> 00:10:12,520 Speaker 1: got I wouldn't say unreasonably angry, but I was pretty mad. 155 00:10:13,040 --> 00:10:18,040 Speaker 1: You were surly, Yeah, Curtaly for sure, Curtly for sure, 156 00:10:18,720 --> 00:10:24,720 Speaker 1: it surely Curtaly. All right, let's get to rock question. Yes, 157 00:10:25,679 --> 00:10:34,360 Speaker 1: breakfast cereals. What are they? Well, breakfast cereals are a 158 00:10:34,440 --> 00:10:39,280 Speaker 1: category of foods made from the edible seeds of cultivated grasses, 159 00:10:40,080 --> 00:10:44,080 Speaker 1: processed to varying extents, and packaged for relative ease of 160 00:10:44,080 --> 00:10:49,440 Speaker 1: incorporation into a morning meal. Um, but let's let's perhaps 161 00:10:49,520 --> 00:10:53,679 Speaker 1: unpack that sentence a little bit. Uh So okay. Uh. 162 00:10:53,840 --> 00:10:59,480 Speaker 1: Cereal is a catch all word for for grains like wheat, oats, barley, rice, 163 00:10:59,600 --> 00:11:02,760 Speaker 1: and worn um. These these are the starchy seeds of 164 00:11:02,800 --> 00:11:06,080 Speaker 1: plants in the in the wide and weird grass family, 165 00:11:06,280 --> 00:11:11,240 Speaker 1: and they are pretty useful to humans overall. Um. Cereal 166 00:11:11,400 --> 00:11:15,040 Speaker 1: grains don't generally require a whole lot of processing to 167 00:11:15,080 --> 00:11:18,280 Speaker 1: be used, part of why they're so cool. Um. But 168 00:11:18,360 --> 00:11:21,760 Speaker 1: they are often processed and in this case meaning husked, 169 00:11:22,120 --> 00:11:26,200 Speaker 1: milder ground, and cooked in order to create desired flavors 170 00:11:26,200 --> 00:11:29,319 Speaker 1: and textures in the final product, or to cut down 171 00:11:29,360 --> 00:11:33,560 Speaker 1: on the consumers preparation time of the actual meal that 172 00:11:33,559 --> 00:11:37,679 Speaker 1: they're making. And how fine they are milder ground, and 173 00:11:37,679 --> 00:11:40,880 Speaker 1: how they're cooked makes a really huge difference. Like take 174 00:11:41,080 --> 00:11:43,640 Speaker 1: take oats and corn for example. Um, you can cook 175 00:11:43,720 --> 00:11:46,360 Speaker 1: these just enough to dry them out, grind them up 176 00:11:46,360 --> 00:11:50,840 Speaker 1: fairly rough, and then just sell that as oatmeal or grits. Um, 177 00:11:50,920 --> 00:11:52,679 Speaker 1: and you know the consumer may have to cook them 178 00:11:52,720 --> 00:11:56,760 Speaker 1: further often into like a hot porridge type breakfast cereal UM, 179 00:11:57,000 --> 00:11:59,839 Speaker 1: or at least rehydrate them, as in the case of 180 00:12:00,200 --> 00:12:03,400 Speaker 1: UM easily. As a manufacturer. You can also part cook 181 00:12:03,480 --> 00:12:05,920 Speaker 1: or chemically process the oatmeal or the grits to shorten 182 00:12:05,920 --> 00:12:09,360 Speaker 1: the consumers cooking time, or you can cook them completely 183 00:12:09,480 --> 00:12:12,600 Speaker 1: as with a granola, and then mix them with flavorings 184 00:12:12,600 --> 00:12:17,400 Speaker 1: and additions for a complete ready to eat product. But 185 00:12:18,720 --> 00:12:21,280 Speaker 1: you know, so, so that's that's a minimalist kind of 186 00:12:21,360 --> 00:12:24,320 Speaker 1: kind of approach. But one of the super fun things 187 00:12:24,360 --> 00:12:27,680 Speaker 1: about cereal grains is that those starches that they contain 188 00:12:28,280 --> 00:12:32,000 Speaker 1: can and will form up into really interesting structures if 189 00:12:32,040 --> 00:12:34,719 Speaker 1: you treat them right. Exactly how you treat them will 190 00:12:34,760 --> 00:12:39,679 Speaker 1: depend on what kind of cereal you're making flaked, shredded, puffed, 191 00:12:39,960 --> 00:12:44,280 Speaker 1: or extruded um. But but basically what you're what you're 192 00:12:44,320 --> 00:12:47,800 Speaker 1: looking to do is remove the fibrous outer hull or 193 00:12:47,920 --> 00:12:50,960 Speaker 1: brand of the seed and then cook up that the 194 00:12:51,000 --> 00:12:56,000 Speaker 1: starchy inner part, along with water and any flavoring, sweeteners, colors, 195 00:12:56,040 --> 00:13:00,000 Speaker 1: and enrichments that you want in the final product. UM 196 00:13:00,000 --> 00:13:01,880 Speaker 1: do all of that in a pressure cooker, giving you 197 00:13:01,920 --> 00:13:04,760 Speaker 1: a sort of dough that you can then UM roll 198 00:13:04,800 --> 00:13:08,720 Speaker 1: out into flakes or kind of comb into long ribbons 199 00:13:08,800 --> 00:13:12,360 Speaker 1: or shreds, or bake up into puffs. You can also 200 00:13:12,800 --> 00:13:16,760 Speaker 1: push that dough through a number of different heated high 201 00:13:16,800 --> 00:13:20,200 Speaker 1: pressure devices UM, so that when it comes out of 202 00:13:20,240 --> 00:13:24,600 Speaker 1: the opposite end of this heated high pressure tube, that 203 00:13:24,720 --> 00:13:27,000 Speaker 1: the steam that will be in the dough and the 204 00:13:27,040 --> 00:13:30,480 Speaker 1: sudden release of pressure from being outside of the tube 205 00:13:30,760 --> 00:13:33,600 Speaker 1: will make it puff up. UM. And you can use 206 00:13:33,640 --> 00:13:36,000 Speaker 1: this this process to create shapes too, by forcing the 207 00:13:36,040 --> 00:13:39,160 Speaker 1: dough through shaped tubes. Yeah. Sometimes like a blade at 208 00:13:39,160 --> 00:13:42,160 Speaker 1: the end will cut pieces off as they emerge. And 209 00:13:42,320 --> 00:13:48,280 Speaker 1: that's the basic process for both gun puffed and extruded cereals. 210 00:13:48,360 --> 00:13:51,240 Speaker 1: And it is fascinating and a little bit startling because 211 00:13:51,280 --> 00:13:53,280 Speaker 1: the pieces tend to like shoot out and have to 212 00:13:53,280 --> 00:13:55,440 Speaker 1: be caught by nets. We talked about this in our 213 00:13:55,480 --> 00:14:02,280 Speaker 1: Cheetos episode. Oh yeah, and that's cool to watch. Oh gosh, yeah, 214 00:14:02,280 --> 00:14:05,760 Speaker 1: Oh I love it. Um uh we we could I 215 00:14:05,760 --> 00:14:08,400 Speaker 1: could go further into into detail, and I suspect we 216 00:14:08,440 --> 00:14:11,480 Speaker 1: will in the future for very specific serial treatments. But 217 00:14:11,640 --> 00:14:14,079 Speaker 1: that's that's the overview. Yeah. And I will say that 218 00:14:14,120 --> 00:14:17,720 Speaker 1: advancements in technology, UM, including ways that the dough moves 219 00:14:17,720 --> 00:14:21,480 Speaker 1: through those pressurized tubes and um. The use of computers 220 00:14:21,480 --> 00:14:25,600 Speaker 1: that can control the temperature and pressure have reduced production 221 00:14:25,640 --> 00:14:28,280 Speaker 1: time for some of these cereals from as much as 222 00:14:28,320 --> 00:14:34,800 Speaker 1: twenty four hours to as little as twenty minutes. Wow science, 223 00:14:36,520 --> 00:14:39,640 Speaker 1: And like Cheetos, you can also add sweet or otherwise 224 00:14:39,680 --> 00:14:44,560 Speaker 1: flavored coatings after you've created your shapes. Indeed, wow. Speaking 225 00:14:44,560 --> 00:14:50,680 Speaker 1: of what about the nutrition? Oh gosh, okay, um, Well, alright, alright, 226 00:14:51,080 --> 00:14:56,880 Speaker 1: Because they are seeds, Whole cereal grains are this really 227 00:14:56,920 --> 00:15:01,920 Speaker 1: cool packet of a strong fiber encasing proteins that would 228 00:15:01,920 --> 00:15:04,720 Speaker 1: code for creating a plant, and these good fats to 229 00:15:04,760 --> 00:15:07,600 Speaker 1: help protect it and help it grow, and starches to 230 00:15:07,840 --> 00:15:11,880 Speaker 1: feed that growing plant. Whole grains are pretty good for you. 231 00:15:12,800 --> 00:15:17,400 Speaker 1: But uh, the processing of grains into cereals often removes 232 00:15:17,440 --> 00:15:21,000 Speaker 1: a lot of the things that aren't just starch um 233 00:15:21,040 --> 00:15:24,400 Speaker 1: and adds a lot of salt and sugar. Many ready 234 00:15:24,440 --> 00:15:26,800 Speaker 1: to eat breakfast cereals on the market are enriched, meaning 235 00:15:26,840 --> 00:15:29,720 Speaker 1: that they have vitamins and minerals added to to make 236 00:15:29,760 --> 00:15:31,360 Speaker 1: the more nutritious and make up for some of those 237 00:15:31,440 --> 00:15:36,840 Speaker 1: nutrients lost during processing. But these these breakfast cereals have 238 00:15:36,920 --> 00:15:39,600 Speaker 1: come under a lot of scrutiny over the years for 239 00:15:39,680 --> 00:15:43,760 Speaker 1: exactly how much sugar and salt they contain. And part 240 00:15:43,760 --> 00:15:46,320 Speaker 1: of the problem here is it sugar isn't just a 241 00:15:46,360 --> 00:15:50,400 Speaker 1: flavoring right like, It's also a texturing agent and preservative, 242 00:15:50,760 --> 00:15:54,080 Speaker 1: which is more important to some formulations than to others. 243 00:15:54,160 --> 00:15:58,720 Speaker 1: Like um, like corn based products and flaky products are 244 00:15:59,280 --> 00:16:04,280 Speaker 1: particularly dependent upon sugar. And when you have sugar, it 245 00:16:04,360 --> 00:16:08,000 Speaker 1: helps the flavor if you balance it with salt. So 246 00:16:08,120 --> 00:16:11,360 Speaker 1: it can be like an arms race of stuff that 247 00:16:11,480 --> 00:16:14,200 Speaker 1: isn't good for you being added into these things, um 248 00:16:14,200 --> 00:16:19,600 Speaker 1: and the loser is your nutrition every time. Ah. And 249 00:16:19,640 --> 00:16:22,240 Speaker 1: of course, like different cereals sold in different markets to 250 00:16:22,280 --> 00:16:26,720 Speaker 1: different demographics will contain more or less sugar and salt, 251 00:16:26,960 --> 00:16:29,160 Speaker 1: and in general they're the worst in the United States 252 00:16:29,200 --> 00:16:33,200 Speaker 1: because why not? Of course, of course other places are 253 00:16:33,240 --> 00:16:36,400 Speaker 1: catching up though, because Uh, read your dang labels, people, 254 00:16:37,160 --> 00:16:39,680 Speaker 1: That's That's what I'm saying. If you want to know 255 00:16:40,280 --> 00:16:44,520 Speaker 1: what's anything, read the label. I'll tell you. I guess 256 00:16:44,920 --> 00:16:48,600 Speaker 1: also recommend going back to our sugar episode, because yeah, 257 00:16:48,960 --> 00:16:51,040 Speaker 1: you get a good primer in that for I feel 258 00:16:51,080 --> 00:16:52,640 Speaker 1: I feel like most of us know now, But for 259 00:16:52,680 --> 00:16:55,200 Speaker 1: a long time I wasn't really sure how much sugar 260 00:16:55,400 --> 00:17:00,160 Speaker 1: was an obscene amount. Now I feel pretty confident. Um. 261 00:17:00,240 --> 00:17:02,160 Speaker 1: Also because people have called me out for it, I 262 00:17:02,160 --> 00:17:05,320 Speaker 1: haven't made a Seinfeld reference in a minute. Um. There 263 00:17:05,520 --> 00:17:09,240 Speaker 1: is an episode of Seinfeld where Kramer is stopped up, 264 00:17:09,240 --> 00:17:15,439 Speaker 1: has constipation, desperately tries to eat brand cereal um and 265 00:17:15,480 --> 00:17:18,439 Speaker 1: it doesn't work, and he says the brand isn't working 266 00:17:18,440 --> 00:17:24,439 Speaker 1: for me. Terry. Think about that line a lot. That 267 00:17:24,560 --> 00:17:27,680 Speaker 1: was a pretty decent Cramer that was. It depends on 268 00:17:28,240 --> 00:17:32,679 Speaker 1: the what's that the cadence? Yeah, yeah, yeah, yeah. I 269 00:17:32,720 --> 00:17:36,320 Speaker 1: also did a gesture that he did still encompassed a 270 00:17:36,320 --> 00:17:40,480 Speaker 1: lot of what he is. Um, I'm working on It's 271 00:17:40,480 --> 00:17:43,560 Speaker 1: on my list of impressions. But all right, what about 272 00:17:43,680 --> 00:17:48,320 Speaker 1: some numbers. So breakfast cereal is a big business. As 273 00:17:48,359 --> 00:17:52,480 Speaker 1: of sixteen, the global breakfast cereal market value, including both 274 00:17:52,480 --> 00:17:55,800 Speaker 1: hot and cold cereals and related bars and biscuits, um, 275 00:17:56,000 --> 00:18:02,160 Speaker 1: was some thirty seven billion dollars. Oh hand of that, 276 00:18:02,800 --> 00:18:06,880 Speaker 1: cold ready to eat cereals, along with related bars and biscuits, 277 00:18:07,040 --> 00:18:10,600 Speaker 1: accounted for about sixty of that market. You know, I 278 00:18:10,720 --> 00:18:15,200 Speaker 1: used to eat those like every every day at Marching 279 00:18:15,200 --> 00:18:18,240 Speaker 1: Band band camp and then every practice at band camp. 280 00:18:18,240 --> 00:18:20,040 Speaker 1: So I have a really bad association with him. It's 281 00:18:20,040 --> 00:18:21,560 Speaker 1: not that I think they taste bad, but you know 282 00:18:21,600 --> 00:18:24,640 Speaker 1: when you have like that memory, and so just thinking 283 00:18:24,680 --> 00:18:27,560 Speaker 1: about them makes me like, oh no, oh, no, thank you, 284 00:18:28,320 --> 00:18:30,200 Speaker 1: back in the heat, feeling like I'm going to pass 285 00:18:30,280 --> 00:18:35,080 Speaker 1: out all those drama. I don't need that. Oh you don't, Annie, 286 00:18:36,040 --> 00:18:39,000 Speaker 1: it's in the past. You're safe now, thank you. Safe 287 00:18:39,040 --> 00:18:42,920 Speaker 1: from Marching Band memories. Well not the memories. I can't 288 00:18:42,960 --> 00:18:45,080 Speaker 1: help you with the memories, but you're safe from Marching Band. 289 00:18:45,240 --> 00:18:51,720 Speaker 1: They do lurk around every corner, You're right, um uh 290 00:18:51,760 --> 00:18:55,200 Speaker 1: and uh so. So cold cold, ready to eat breakfast 291 00:18:55,200 --> 00:18:59,439 Speaker 1: cereal is a fairly American phenomenon, but his has also 292 00:18:59,520 --> 00:19:03,000 Speaker 1: been picked up intensely in the British Isles. Um as 293 00:19:03,040 --> 00:19:07,600 Speaker 1: of and I couldn't find more recent numbers or I 294 00:19:07,600 --> 00:19:09,600 Speaker 1: don't know, like there's some conflicting numbers out there, as 295 00:19:09,600 --> 00:19:12,240 Speaker 1: there are in any kind of market research category. But yeah, 296 00:19:12,320 --> 00:19:17,639 Speaker 1: um as Ireland eight the most cereal in the world 297 00:19:17,640 --> 00:19:21,919 Speaker 1: per capita um like dry cold breakfast cereal um an 298 00:19:21,960 --> 00:19:26,600 Speaker 1: average of eight point four kilos per person per year. Um, 299 00:19:26,640 --> 00:19:31,240 Speaker 1: that's about eighteen and a half pounds dang. At the time. 300 00:19:31,440 --> 00:19:34,880 Speaker 1: Other European countries, though, we're averaging like a kilo per 301 00:19:34,920 --> 00:19:38,520 Speaker 1: person per year or less. So North America still dominated 302 00:19:38,520 --> 00:19:45,160 Speaker 1: the market as a whole. Wow. Yeah, um and uh, 303 00:19:45,240 --> 00:19:49,000 Speaker 1: and that that has been changing. Um. Westernization and urbanization 304 00:19:49,119 --> 00:19:51,919 Speaker 1: have been increasing the number and the varieties of cereal 305 00:19:52,000 --> 00:19:54,560 Speaker 1: sold around the world over the past couple of decades. UM. 306 00:19:54,680 --> 00:19:57,320 Speaker 1: China and Russia are also now very big markets like 307 00:19:57,440 --> 00:20:01,280 Speaker 1: top five and Asia Pacific is the fastest growing market 308 00:20:01,320 --> 00:20:05,399 Speaker 1: area and globally it is a growing market. In the 309 00:20:05,480 --> 00:20:10,280 Speaker 1: US it's been dropping a little bit every year, but globally, um, 310 00:20:10,280 --> 00:20:13,880 Speaker 1: it's it's increasing about four percent per year. I guess 311 00:20:13,920 --> 00:20:17,240 Speaker 1: another episode, you could we listen to his Breakfast because 312 00:20:17,240 --> 00:20:20,440 Speaker 1: I was reading about how breakfast is the one meal 313 00:20:20,560 --> 00:20:23,119 Speaker 1: that's kind of consistently been going down in the US 314 00:20:23,359 --> 00:20:26,800 Speaker 1: of people who eat it, and so there's just all 315 00:20:26,800 --> 00:20:29,680 Speaker 1: of this marketing focus and cereal, I would argue, is 316 00:20:29,880 --> 00:20:34,239 Speaker 1: just very marketing focus and as it is. And I 317 00:20:34,280 --> 00:20:37,119 Speaker 1: remember reading a quote I can't remember from where, but 318 00:20:37,240 --> 00:20:41,480 Speaker 1: it's like if you own if if because breakfast is 319 00:20:41,520 --> 00:20:44,840 Speaker 1: kind of ritualistic. If somebody chooses your product, then you 320 00:20:44,960 --> 00:20:50,080 Speaker 1: own their breakfast. Um. So yeah, there's just this fight 321 00:20:50,119 --> 00:20:52,720 Speaker 1: for it. And then and they were saying, like, um, 322 00:20:52,880 --> 00:20:55,240 Speaker 1: fast food restaurants have been putting more and more money 323 00:20:55,720 --> 00:21:01,440 Speaker 1: into breakfast items because that's where the growth is and huh. Yeah, 324 00:21:01,960 --> 00:21:05,600 Speaker 1: it's a cutthroat world in the world of breakfast. Of 325 00:21:06,720 --> 00:21:11,200 Speaker 1: one of the tops is Cheerios. I suppose the Cheerios 326 00:21:11,280 --> 00:21:14,760 Speaker 1: brand made about one million dollars in sales. That's a 327 00:21:14,760 --> 00:21:17,880 Speaker 1: billion with a B, folks, billion with a B. They're 328 00:21:17,920 --> 00:21:20,240 Speaker 1: the best selling cereal in America. That includes all of 329 00:21:20,280 --> 00:21:25,359 Speaker 1: their cheerios hunting out cheeros. But okay, yeah, that's a lot. Yeah, 330 00:21:25,560 --> 00:21:29,000 Speaker 1: um and uh and and in general, breakfast cereals are 331 00:21:29,040 --> 00:21:32,280 Speaker 1: a high profit item. Um. They rake in a gross 332 00:21:32,320 --> 00:21:37,680 Speaker 1: margin of like forty and a profit margin of seventeen percent, 333 00:21:37,880 --> 00:21:41,720 Speaker 1: which is which is comfy. That's real comfy. And uh 334 00:21:41,800 --> 00:21:44,800 Speaker 1: and yet note that that is after factoring in the 335 00:21:44,800 --> 00:21:48,359 Speaker 1: costs of marketing cereals, which account for twenty tocent of 336 00:21:48,400 --> 00:21:52,720 Speaker 1: the total sales value of the product. That's a fifth 337 00:21:52,840 --> 00:21:55,679 Speaker 1: to a quarter of the money that it takes to 338 00:21:55,720 --> 00:22:00,200 Speaker 1: make cereal. Going to convincing you to buy it. Yeah. 339 00:22:00,200 --> 00:22:02,080 Speaker 1: I mean, I know a lot of us don't watch 340 00:22:02,080 --> 00:22:05,080 Speaker 1: commercials anymore, but any time I turn on like Nickelodeon, 341 00:22:05,880 --> 00:22:09,760 Speaker 1: you're going to see a serial commercial, and like every 342 00:22:09,760 --> 00:22:16,040 Speaker 1: break I would say yes. Um. And the story of 343 00:22:16,119 --> 00:22:21,040 Speaker 1: how we got to hear uh is fascinating because like, 344 00:22:21,040 --> 00:22:23,520 Speaker 1: like you may have noticed that a lot of that marketing, well, 345 00:22:23,560 --> 00:22:26,680 Speaker 1: a lot of the marketing is like funny cartoon characters 346 00:22:26,720 --> 00:22:30,199 Speaker 1: like delivering one liners, and the rest of it is 347 00:22:30,240 --> 00:22:37,400 Speaker 1: convincing you how just absolutely stoically healthy. These products are um, 348 00:22:37,400 --> 00:22:41,000 Speaker 1: even if they're flavored with like chocolate or marshmallows or whatever. 349 00:22:41,440 --> 00:22:47,440 Speaker 1: Right yeah, um and uh. And that duality goes back 350 00:22:47,440 --> 00:22:50,520 Speaker 1: to the very beginning of the serial story. It does, 351 00:22:50,880 --> 00:22:54,439 Speaker 1: it does, and we will get into that history, but 352 00:22:54,560 --> 00:22:56,320 Speaker 1: first we're going to take a quick break for a 353 00:22:56,359 --> 00:23:09,080 Speaker 1: word from our sponsor, and we're back. Thank you sponsor, Yes, 354 00:23:09,160 --> 00:23:14,120 Speaker 1: thank you so um. Of course, people have been cooking 355 00:23:14,200 --> 00:23:17,119 Speaker 1: cereal grains in various ways and eating them for breakfast 356 00:23:17,520 --> 00:23:21,320 Speaker 1: for pretty much ever, right uh. And the story of 357 00:23:21,359 --> 00:23:24,840 Speaker 1: modern breakfast cereal yes, is really a case of advertising, 358 00:23:25,200 --> 00:23:29,639 Speaker 1: and particularly health advertising and changing attitudes around food health 359 00:23:29,760 --> 00:23:34,639 Speaker 1: and breakfast in particular, and perhaps in America in particular. Yeah. Yeah, 360 00:23:36,040 --> 00:23:40,000 Speaker 1: So in brief to kind of sum up from our 361 00:23:40,040 --> 00:23:42,600 Speaker 1: Graham Cracker episode, and if you're very confused about why 362 00:23:42,720 --> 00:23:48,000 Speaker 1: we're mentioning Graham Crackers, I'll tell you. Um So, so, 363 00:23:48,080 --> 00:23:50,919 Speaker 1: there was this whole like health and morality movement that 364 00:23:51,040 --> 00:23:53,639 Speaker 1: kicked off in the early to mid eighteen hundreds in 365 00:23:53,680 --> 00:23:56,720 Speaker 1: the United States in particular. UM. That includes, but is 366 00:23:56,760 --> 00:24:00,199 Speaker 1: not limited to the temperance movement, which um which here 367 00:24:00,240 --> 00:24:04,879 Speaker 1: in the US is what led to prohibition there. You know, 368 00:24:05,240 --> 00:24:06,919 Speaker 1: there were just a whole bunch of changes going on 369 00:24:06,960 --> 00:24:09,760 Speaker 1: in society at the time, um, what with industrialization and 370 00:24:09,880 --> 00:24:14,359 Speaker 1: urbanization and the changes that those things rought in how 371 00:24:14,640 --> 00:24:18,720 Speaker 1: we eat and drink and medicate. Um. Drinking, alcohol and 372 00:24:18,840 --> 00:24:21,800 Speaker 1: especially distilled alcohol was on the rise, both for for 373 00:24:21,800 --> 00:24:24,880 Speaker 1: for leisure and for medicine. People were spending more time 374 00:24:24,880 --> 00:24:30,000 Speaker 1: indoors and in polluted environments, and there was a pushback, yes, 375 00:24:30,600 --> 00:24:32,879 Speaker 1: and one of the people who pushed back here in 376 00:24:32,880 --> 00:24:38,720 Speaker 1: the United States was um one Sylvester Graham. That guy. 377 00:24:40,400 --> 00:24:43,800 Speaker 1: He was, this this minister who preached virtue and good 378 00:24:43,800 --> 00:24:48,159 Speaker 1: health via abstaining from alcohol and tobacco and meat and 379 00:24:48,200 --> 00:24:51,760 Speaker 1: white bread and via taking in exercise and fresh air 380 00:24:51,840 --> 00:24:55,639 Speaker 1: and a vegetarian diet. I mean, he wasn't wrong about 381 00:24:55,680 --> 00:24:58,280 Speaker 1: those things, but he was a jerk about it. Okay, 382 00:24:58,400 --> 00:25:05,440 Speaker 1: um is he just he hated well I think like 383 00:25:05,440 --> 00:25:07,360 Speaker 1: like women as part of it, but but he he 384 00:25:07,400 --> 00:25:10,359 Speaker 1: really but more than women, he hated bread. Um. He 385 00:25:10,400 --> 00:25:15,239 Speaker 1: hated everything the commercialized manufactured bread stood for. You know, 386 00:25:15,280 --> 00:25:19,280 Speaker 1: like like contemporary manufacturing processes made it easy to to 387 00:25:19,400 --> 00:25:22,760 Speaker 1: separate the components of whole wheat grains and therefore made 388 00:25:22,760 --> 00:25:25,800 Speaker 1: it easy to make fluffy, delightful white bread. And so 389 00:25:25,840 --> 00:25:27,800 Speaker 1: he didn't like that you were removing the good parts 390 00:25:27,800 --> 00:25:30,200 Speaker 1: of the grains. And he furthermore thought that the only 391 00:25:30,240 --> 00:25:32,680 Speaker 1: good bread was made by wives and mothers with love 392 00:25:32,760 --> 00:25:37,400 Speaker 1: and care, which would then lead to a happy digestive system. Um. 393 00:25:37,440 --> 00:25:41,800 Speaker 1: He wrote in in this seven thing that he published 394 00:25:41,840 --> 00:25:45,760 Speaker 1: called um U Treatise on Bread and Bread Making, he wrote, 395 00:25:46,280 --> 00:25:50,120 Speaker 1: thousands in civic life will four years and perhaps as 396 00:25:50,160 --> 00:25:53,359 Speaker 1: long as they live, eat the most miserable trash that 397 00:25:53,440 --> 00:25:58,000 Speaker 1: can be imagined in the form of bread. Who wow, 398 00:25:59,200 --> 00:26:04,680 Speaker 1: strong words. I have strong feelings about bread, and I've 399 00:26:04,720 --> 00:26:08,680 Speaker 1: never felt that strongly about bread. No, I don't think 400 00:26:08,720 --> 00:26:15,320 Speaker 1: so either. But his alternative to this miserable trash that 401 00:26:15,440 --> 00:26:19,000 Speaker 1: was bread was products made of what came to be 402 00:26:19,040 --> 00:26:22,639 Speaker 1: known as graham flower, which is coarse ground, whole wheat flour, 403 00:26:22,760 --> 00:26:25,320 Speaker 1: more more like a meal than a flower really, um. 404 00:26:25,359 --> 00:26:28,080 Speaker 1: And it lends itself therefore to to crackers more than 405 00:26:28,119 --> 00:26:32,040 Speaker 1: to bread. And his original graham crackers contained no fat 406 00:26:32,200 --> 00:26:35,480 Speaker 1: and no sugar. Pretty different from what we're dealing with today. Yep, 407 00:26:35,560 --> 00:26:39,840 Speaker 1: he'd be rolling in his grave, and good on him. 408 00:26:41,200 --> 00:26:45,760 Speaker 1: I remember in that episode I came out so vehemently 409 00:26:45,800 --> 00:26:49,600 Speaker 1: against this, and I think you less so, but you know, um, 410 00:26:49,640 --> 00:26:53,280 Speaker 1: and we had such a kind listener. I can't remember 411 00:26:53,320 --> 00:26:55,520 Speaker 1: your name, but if you're still listening, I still remember this. 412 00:26:56,000 --> 00:27:01,440 Speaker 1: The sent as a shipment Bob's Bob's Mill, Grandpa bob 413 00:27:01,480 --> 00:27:04,000 Speaker 1: read Mill, a whole bunch of their products so that 414 00:27:04,040 --> 00:27:06,159 Speaker 1: we could make our own graham crackers and kind of 415 00:27:06,160 --> 00:27:08,919 Speaker 1: like come back to it had like a better place 416 00:27:11,520 --> 00:27:14,159 Speaker 1: that it made me laugh and I appreciated it both. 417 00:27:14,359 --> 00:27:17,399 Speaker 1: So yes, thank you if you're still this thing. That 418 00:27:17,440 --> 00:27:20,960 Speaker 1: stuff was so good. Oh my gosh. Anyway, okay, yes, alright, 419 00:27:21,000 --> 00:27:25,320 Speaker 1: So moving on to a fellow named James Caleb Jackson. 420 00:27:25,920 --> 00:27:29,119 Speaker 1: He invented a product he called Granula with a you 421 00:27:29,920 --> 00:27:32,400 Speaker 1: at a sanitarium he ran in New York in sixty 422 00:27:32,760 --> 00:27:35,879 Speaker 1: Perhaps his mother invented it. I feel like that's the 423 00:27:35,920 --> 00:27:39,280 Speaker 1: case throughout most of these stories, is perhaps someone else 424 00:27:39,320 --> 00:27:43,399 Speaker 1: in the family invented it. But yeah, yeah, Jackson was 425 00:27:43,440 --> 00:27:48,400 Speaker 1: a very conservative, very religious vegetarian who he created this 426 00:27:48,720 --> 00:27:52,080 Speaker 1: granula out of dried gram flour that he then broke 427 00:27:52,119 --> 00:27:55,399 Speaker 1: into shapes um orkin perhaps his mother did. It was 428 00:27:55,440 --> 00:27:57,600 Speaker 1: so tough it had to be soaked in milk overnight 429 00:27:57,640 --> 00:28:00,920 Speaker 1: before it could be eaten. And something that's something that 430 00:28:01,080 --> 00:28:04,600 Speaker 1: stuck around even when the toughness is no longer there. 431 00:28:05,040 --> 00:28:08,520 Speaker 1: M hm. And yeah. This was during industrialization, when labor 432 00:28:08,600 --> 00:28:11,800 Speaker 1: was undergoing a really massive upheaval and life was becoming 433 00:28:11,800 --> 00:28:16,560 Speaker 1: more fast paced, and cereal offered a more convenient, quicker 434 00:28:16,840 --> 00:28:20,720 Speaker 1: breakfast option, and it was heavily touted that it was 435 00:28:20,800 --> 00:28:24,439 Speaker 1: easier to digest and breakfast was like prior to this 436 00:28:24,480 --> 00:28:29,720 Speaker 1: from what I read, this huge meat heavy meal. Um yeah, 437 00:28:30,160 --> 00:28:33,119 Speaker 1: because there was also simultaneously this rise of yeah, this 438 00:28:33,240 --> 00:28:38,160 Speaker 1: focus on wellness and and cereal really revolutionized how we 439 00:28:38,240 --> 00:28:43,520 Speaker 1: saw breakfast here in the United States. Weird. Yeah, I know, 440 00:28:44,680 --> 00:28:49,320 Speaker 1: I know, but it's about to get whirred over. At 441 00:28:49,360 --> 00:28:53,920 Speaker 1: his Battle Creek, Michigan SPA, the Battle Creek Sanitarium, surgeon 442 00:28:54,280 --> 00:28:58,840 Speaker 1: John Harvey Kellogg. Yep, that one made his own version 443 00:28:58,880 --> 00:29:02,680 Speaker 1: of Granula. Originally he called it Granula, but he had 444 00:29:02,720 --> 00:29:06,040 Speaker 1: to change his name to Granola, allegedly after a lawsuit 445 00:29:06,200 --> 00:29:09,360 Speaker 1: forced him to change the name. Yeah, and I wanted 446 00:29:09,400 --> 00:29:12,200 Speaker 1: to put in here. Uh. Sanitarium is a word that 447 00:29:12,240 --> 00:29:15,160 Speaker 1: we've we've come to associate with like a like a 448 00:29:15,200 --> 00:29:18,719 Speaker 1: mental health hospital. Um, I think modern le but um. 449 00:29:18,720 --> 00:29:21,800 Speaker 1: But at the time sanitariums focused on both physical and 450 00:29:21,920 --> 00:29:26,400 Speaker 1: mental health. They were more like retreats the hospitals really. Yeah. Yeah, 451 00:29:26,440 --> 00:29:29,400 Speaker 1: And you do see the word spa used frequently. I 452 00:29:29,400 --> 00:29:33,480 Speaker 1: think they're more medicinally focused, perhaps in how we see 453 00:29:33,480 --> 00:29:38,360 Speaker 1: spas today. Yes, neither the word sanitarium nor spa are 454 00:29:38,920 --> 00:29:41,400 Speaker 1: being used in the way that we think of now. Yes, 455 00:29:41,880 --> 00:29:44,920 Speaker 1: I think of it's somewhere in between. And that's probably 456 00:29:45,040 --> 00:29:50,240 Speaker 1: what you've got. Yes. Oh, the yogurt episode is another 457 00:29:50,280 --> 00:29:56,120 Speaker 1: one you could check out. Oh my god. Alright, So 458 00:29:56,200 --> 00:29:59,840 Speaker 1: Kellogg was raised as a Seventh Day Adventist, and he 459 00:30:00,000 --> 00:30:05,920 Speaker 1: incorporated Adventist beliefs around health into his sanitarium, things like vegetarianism, 460 00:30:05,960 --> 00:30:09,720 Speaker 1: avoidance of tobacco and alcohol, and a focus on exercise. 461 00:30:10,120 --> 00:30:12,719 Speaker 1: On top of that, he was really, really, really focused 462 00:30:12,960 --> 00:30:17,240 Speaker 1: on digestive health. He was a proponent of regular enemas 463 00:30:17,320 --> 00:30:20,640 Speaker 1: and staying away from fatty, spicy, salty, and greasy foods. 464 00:30:21,400 --> 00:30:26,440 Speaker 1: And he thought granola would promote digestive wellness. After his 465 00:30:26,520 --> 00:30:30,520 Speaker 1: first attempt at this biscuit led to a patient breaking 466 00:30:30,560 --> 00:30:34,000 Speaker 1: a tooth, he twice baked a mixture of cormell oats 467 00:30:34,000 --> 00:30:36,200 Speaker 1: and flour and then broke them up into smaller pieces. 468 00:30:36,240 --> 00:30:39,920 Speaker 1: And this was around eighteen seventy seven. Oh yeah, and 469 00:30:39,960 --> 00:30:43,600 Speaker 1: he thought granola might prevent people from wanting sex or masturbating, 470 00:30:43,640 --> 00:30:47,880 Speaker 1: which he believed were bad. Yeah. Yeah, Kellogg bought in 471 00:30:48,040 --> 00:30:52,400 Speaker 1: on a lot of what Graham and his contemporaries were 472 00:30:52,480 --> 00:30:57,560 Speaker 1: thinking about all of that sex and masturbation thing. Um. 473 00:30:57,680 --> 00:31:00,920 Speaker 1: They they thought it was a bad real like like 474 00:31:01,040 --> 00:31:03,720 Speaker 1: not good for your health at all. Um. And he 475 00:31:03,800 --> 00:31:08,120 Speaker 1: thought specifically the latter would lead to um. As scholar 476 00:31:08,440 --> 00:31:13,320 Speaker 1: Verne L. Bullog or blow rights and get ready to 477 00:31:13,520 --> 00:31:16,640 Speaker 1: uh to mark list off of your bingo cards, savor 478 00:31:16,720 --> 00:31:22,640 Speaker 1: listeners because here we go. Oh, general disability, consumption like symptoms, 479 00:31:22,720 --> 00:31:28,320 Speaker 1: premature and defective development, sudden changes in disposition, lassitude, sleeplessness, 480 00:31:28,600 --> 00:31:34,080 Speaker 1: failure of mental capacity, fickleness, untrustworthiness, love of solitude, bashfulness, 481 00:31:34,160 --> 00:31:39,240 Speaker 1: unnatural boldness, mock piety, easily being frightened, confusion of ideas, 482 00:31:39,440 --> 00:31:42,360 Speaker 1: aversion to girls and boys, but a dedicated liking of 483 00:31:42,400 --> 00:31:48,000 Speaker 1: boys and girls, round shoulders, week back and stiffness of joints, 484 00:31:48,040 --> 00:31:51,720 Speaker 1: paralysis of the lower extremities, unnatural gait, bad posture in bed, 485 00:31:51,880 --> 00:31:55,920 Speaker 1: lack of breast development in females, capricious appetite, fondness for 486 00:31:56,000 --> 00:32:02,880 Speaker 1: unnatural or hurtful irritation articles such as salt, pepper, spice, is, vinegar, mustard, clay, slate, pencils, plaster, 487 00:32:03,000 --> 00:32:07,840 Speaker 1: and chalk, disgusted simple food, use of tobacco, unnatural paleness, 488 00:32:08,040 --> 00:32:12,400 Speaker 1: acne or pimples, biting of fingernails, shifty eyes, moist cold hands, 489 00:32:12,480 --> 00:32:18,680 Speaker 1: palpitation of the heart, hysteria in females, corrosis or green sickness, anemia, 490 00:32:19,120 --> 00:32:23,600 Speaker 1: epileptic fits, bedwetting, and use of obscene words and phrases. 491 00:32:24,000 --> 00:32:29,760 Speaker 1: Oh dear. Yeah, you know, there's some real interesting things 492 00:32:29,880 --> 00:32:32,040 Speaker 1: on here. But the one that really stood out to 493 00:32:32,080 --> 00:32:37,040 Speaker 1: me for some reason is disgusted at simple foods because 494 00:32:37,080 --> 00:32:40,200 Speaker 1: it's kind of the product he's trying to convince people 495 00:32:40,240 --> 00:32:42,800 Speaker 1: they need. Not he was not really selling about it. 496 00:32:42,920 --> 00:32:46,160 Speaker 1: He wasn't really about selling it. But it's just funny. 497 00:32:47,240 --> 00:32:49,200 Speaker 1: He's like, that's why you don't like this thing that 498 00:32:49,280 --> 00:32:53,320 Speaker 1: I made? Yeah, yeah, um and yeah. And so he 499 00:32:53,360 --> 00:33:00,320 Speaker 1: thought that, you know, eating granola would prevent you'res actual 500 00:33:00,360 --> 00:33:05,680 Speaker 1: desires and therefore prevent all of these ailments. Yes. Um. 501 00:33:05,720 --> 00:33:08,200 Speaker 1: According to some things I read, he also recommended tying 502 00:33:08,400 --> 00:33:12,280 Speaker 1: children's hands behind their backs. Um. So that's a it's 503 00:33:12,320 --> 00:33:16,520 Speaker 1: a different podcast. But he has a very storied, in 504 00:33:16,560 --> 00:33:19,440 Speaker 1: many ways upsetting history, if you want to look that up. 505 00:33:20,000 --> 00:33:22,000 Speaker 1: But when it comes to this, he was a believer 506 00:33:22,320 --> 00:33:25,840 Speaker 1: in that. He was a true believer. Uh. And he 507 00:33:25,920 --> 00:33:29,120 Speaker 1: wanted reform of how we ate in this country and 508 00:33:29,120 --> 00:33:31,479 Speaker 1: how we viewed health. H and he that went as 509 00:33:31,520 --> 00:33:33,960 Speaker 1: far as him handing out recipes for his gredola. He 510 00:33:34,000 --> 00:33:37,040 Speaker 1: did try to, I believe he tried to patent it, 511 00:33:37,680 --> 00:33:40,840 Speaker 1: but he never succeeded, but he wanted to protect it, 512 00:33:41,480 --> 00:33:47,080 Speaker 1: but also was willing to share it. However, C W Post, 513 00:33:47,320 --> 00:33:50,520 Speaker 1: one of Kellec's patients, also riffed on this idea and 514 00:33:50,560 --> 00:33:53,440 Speaker 1: came up with grape nuts, which went on to become 515 00:33:53,480 --> 00:33:56,880 Speaker 1: the first popular product to run a discount coupon campaign. 516 00:33:57,480 --> 00:34:00,080 Speaker 1: Uh yeah, but Kellogg really didn't like this, and it 517 00:34:00,160 --> 00:34:03,200 Speaker 1: accused him of stealing the recipe from his safe. But 518 00:34:03,280 --> 00:34:05,520 Speaker 1: again from what I read, he was handed them out, 519 00:34:05,640 --> 00:34:08,600 Speaker 1: so I think he just didn't like he was like 520 00:34:09,000 --> 00:34:12,520 Speaker 1: profiting off of it. Yeah. Yeah, because Posts set up 521 00:34:12,520 --> 00:34:16,200 Speaker 1: this rival retreat in Battle Creek called La Vita in 522 00:34:17,160 --> 00:34:22,120 Speaker 1: mm hmm, Well, Killog wasn't done in the serial world. 523 00:34:22,160 --> 00:34:24,600 Speaker 1: He and his brother will Keith Kellogg or W. K. 524 00:34:24,800 --> 00:34:29,640 Speaker 1: Kellogg innovated a flaked cereal or that's one version. Many 525 00:34:29,719 --> 00:34:33,680 Speaker 1: members of the Kellogg family and employees at his sanitarium 526 00:34:33,719 --> 00:34:37,560 Speaker 1: also a claim to inventing the cereal. The official story, 527 00:34:37,600 --> 00:34:41,680 Speaker 1: according to the company's website, puts the date at when 528 00:34:41,760 --> 00:34:44,640 Speaker 1: some wheat based cereal dough was accidentally left out for 529 00:34:44,719 --> 00:34:49,719 Speaker 1: a decent amount of chime unspecified um and it fermented. 530 00:34:50,440 --> 00:34:53,160 Speaker 1: The dough was then rolled out into thin flakes that 531 00:34:53,280 --> 00:34:57,280 Speaker 1: crisped up when baked. The recipe was refined over the years, 532 00:34:57,280 --> 00:35:00,640 Speaker 1: the doe swapped out for corn dough um. Dr Kellog 533 00:35:00,760 --> 00:35:06,000 Speaker 1: called the flakes um for eating at a sanitarium granose flakes. 534 00:35:06,960 --> 00:35:14,120 Speaker 1: The tagline enriched the Blood. There was this big focus 535 00:35:14,160 --> 00:35:18,080 Speaker 1: on blood around that time. Other other taglines for various 536 00:35:18,080 --> 00:35:26,360 Speaker 1: products included keeps the blood cool and makes red blood redder. Okay, 537 00:35:27,120 --> 00:35:29,560 Speaker 1: not sure. I'm not sure about it. It sounds like 538 00:35:29,640 --> 00:35:33,239 Speaker 1: you're marketing to vampires. Not it does. Indeed, can you 539 00:35:33,280 --> 00:35:37,520 Speaker 1: imagine you're watching children's cereal commercial and it's like, keeps 540 00:35:37,560 --> 00:35:46,480 Speaker 1: their blood cool? Okay, alright, but okay. Tired of the 541 00:35:46,520 --> 00:35:49,920 Speaker 1: treatment um he received the hands of his brother, Will 542 00:35:50,000 --> 00:35:54,880 Speaker 1: pivoted toward the commercial sector with corn flakes after purchasing 543 00:35:54,880 --> 00:35:57,839 Speaker 1: the recipe and founding the Battle Creek Toasted corn Flake 544 00:35:57,960 --> 00:36:01,200 Speaker 1: Company in nineteen o six, and part of the shift 545 00:36:01,320 --> 00:36:04,520 Speaker 1: corn was simply because it was cheaper than wheat at 546 00:36:04,520 --> 00:36:07,560 Speaker 1: the time, as it was largely still considered a food 547 00:36:07,560 --> 00:36:11,040 Speaker 1: for animals, not people, and Will got the idea to 548 00:36:11,200 --> 00:36:15,759 Speaker 1: add sugar, offered the first prize in the box and 549 00:36:15,840 --> 00:36:20,000 Speaker 1: started mass marketing and it worked. By nine, the company 550 00:36:20,040 --> 00:36:24,279 Speaker 1: was producing one twenty thousand cases a day. There were 551 00:36:24,360 --> 00:36:29,879 Speaker 1: one hundred cero companies in Battle Creek alone by night three. 552 00:36:30,520 --> 00:36:34,319 Speaker 1: I love this just in this one area. Yeah, I 553 00:36:34,360 --> 00:36:35,800 Speaker 1: see you. I'm going to do it too, about to 554 00:36:35,800 --> 00:36:40,799 Speaker 1: do a better and it's just I'll multiply. Perhaps not surprisingly, 555 00:36:41,040 --> 00:36:45,200 Speaker 1: Dr Gellogg related a roof of this. He objected to 556 00:36:45,200 --> 00:36:48,080 Speaker 1: the addition of sugar, which he viewed as a vice uh, 557 00:36:48,160 --> 00:36:50,359 Speaker 1: and he took his brother to court over the use 558 00:36:50,400 --> 00:36:54,160 Speaker 1: of the family name. However, the court ruled and Will's 559 00:36:54,200 --> 00:36:58,200 Speaker 1: favor in nineteen twenty and Will renamed the company the 560 00:36:58,320 --> 00:37:03,120 Speaker 1: Kellogg Company in nineteen twenty five. Around the same time, 561 00:37:03,800 --> 00:37:09,400 Speaker 1: Post debuted their product Elijah's Manna, but after some protests 562 00:37:09,400 --> 00:37:13,279 Speaker 1: by religious groups, they renamed it to Post toast Ees 563 00:37:14,960 --> 00:37:20,080 Speaker 1: Yes by a turn and I love yesh yeah and 564 00:37:20,120 --> 00:37:23,839 Speaker 1: great nuts. Uh. When they came out in seven, they 565 00:37:23,920 --> 00:37:28,000 Speaker 1: came with the promise of curing all kinds of things, 566 00:37:28,040 --> 00:37:35,840 Speaker 1: including maulvaria and alcoholism. Yeah uh. Post once said, um, 567 00:37:35,880 --> 00:37:39,800 Speaker 1: the sunshine that makes a business plant grow is advertising, 568 00:37:41,040 --> 00:37:44,640 Speaker 1: and the company went all in on that. UM. One 569 00:37:44,719 --> 00:37:48,239 Speaker 1: advertising tract that they printed was titled the Road to 570 00:37:48,360 --> 00:37:52,799 Speaker 1: Willville UM. By nineteen o three, dude was making a 571 00:37:52,840 --> 00:37:57,760 Speaker 1: million bucks a year. Oh my gosh, Oh my gosh. 572 00:37:58,000 --> 00:38:00,719 Speaker 1: It's funny too, because to this day eyes have an 573 00:38:00,760 --> 00:38:06,600 Speaker 1: association that grape nuts are the healthier cereals. I don't 574 00:38:06,600 --> 00:38:08,279 Speaker 1: know if that's any truth to it, but I have 575 00:38:08,400 --> 00:38:11,520 Speaker 1: the association. I they are low in sugar, and from 576 00:38:11,520 --> 00:38:14,360 Speaker 1: what I recall from being a child, they taste like dirt. 577 00:38:14,560 --> 00:38:23,040 Speaker 1: So take that great nuts. Post also purchased the exclusive 578 00:38:23,160 --> 00:38:26,960 Speaker 1: rights to the production of the serial rolling machine needed 579 00:38:27,000 --> 00:38:29,480 Speaker 1: for the process being used at the time, a product 580 00:38:29,480 --> 00:38:32,200 Speaker 1: that will Kellogg originally had a hand in designing. This 581 00:38:32,360 --> 00:38:38,239 Speaker 1: again cut through world here cereal um jumping to a 582 00:38:38,239 --> 00:38:41,320 Speaker 1: different continent for a second. In the early nineteen hundreds, 583 00:38:41,680 --> 00:38:44,960 Speaker 1: Swiss Dr Maximilian Bircher Benner came up with a mixture 584 00:38:44,960 --> 00:38:48,399 Speaker 1: of uncooked oats, dried fruits and nuts, originally served with 585 00:38:48,480 --> 00:38:52,520 Speaker 1: orange juice but later milk called musically. He got the 586 00:38:52,520 --> 00:38:55,040 Speaker 1: inspiration for this from a dish he had while traveling, 587 00:38:55,120 --> 00:38:59,000 Speaker 1: so it existed in some form before this UM and 588 00:38:59,000 --> 00:39:02,400 Speaker 1: probably could be his own. Episode. Usually was documented in 589 00:39:02,400 --> 00:39:05,759 Speaker 1: the UK by and its popularity really took off in 590 00:39:05,760 --> 00:39:07,640 Speaker 1: the ninete sixties. Before that, it was sort of seen 591 00:39:07,680 --> 00:39:12,040 Speaker 1: as this fringe alternative health food. Um. I have to 592 00:39:12,080 --> 00:39:14,080 Speaker 1: say I had usually a lot when I was in 593 00:39:14,120 --> 00:39:18,680 Speaker 1: Australia and I loved it. Oh, sure, yeah, I is. 594 00:39:18,800 --> 00:39:23,480 Speaker 1: It's great. By the nineteen tents, Quaker Oats Company introduced 595 00:39:23,560 --> 00:39:26,960 Speaker 1: puffed rice and puffed wheat after they acquired a technique 596 00:39:26,960 --> 00:39:31,160 Speaker 1: that caused grains of rice to explode under pressure. They 597 00:39:31,239 --> 00:39:37,239 Speaker 1: marketed as this amazing scientific innovation, touting it as the 598 00:39:37,320 --> 00:39:41,360 Speaker 1: first quote food shot from guns and quote the eighth 599 00:39:41,520 --> 00:39:48,840 Speaker 1: wonder of the world. M Uh Americans and their guns, y'all. 600 00:39:49,680 --> 00:39:56,440 Speaker 1: Even the cereal, even cereal mm hmm mm. In the 601 00:39:56,560 --> 00:40:01,480 Speaker 1: nineteen twenties, some of the very earliest radio programs aired 602 00:40:01,520 --> 00:40:06,200 Speaker 1: sponsorships from Kellogg's. Also in the nineteen twenties, and accident 603 00:40:06,400 --> 00:40:09,920 Speaker 1: led to the creation of wheaties when a health clinician 604 00:40:10,000 --> 00:40:13,520 Speaker 1: knocked over some wheat brand onto a hot stove. By 605 00:40:13,560 --> 00:40:17,520 Speaker 1: the nineteen thirties, their slogan Breakfast of Champions was being 606 00:40:17,640 --> 00:40:20,279 Speaker 1: used in marketing materials, first on a billboard for minor 607 00:40:20,360 --> 00:40:24,480 Speaker 1: league baseball team in Minnesota. Rice Crispies entered the scene 608 00:40:24,520 --> 00:40:30,320 Speaker 1: soon after that. Yeah, and in um, Snap, crackle and pop, 609 00:40:31,080 --> 00:40:34,319 Speaker 1: We're designed by this um, this cartoonist by the name 610 00:40:34,320 --> 00:40:37,560 Speaker 1: of Vernon Grant or or artist of Vernon Grant, And 611 00:40:37,920 --> 00:40:40,760 Speaker 1: they would go on to become the first cartoon marketing 612 00:40:40,840 --> 00:40:45,240 Speaker 1: characters for Cereal, for Rice crispies, UM, and supposedly Grant's 613 00:40:45,280 --> 00:40:51,960 Speaker 1: work largely influenced none other than Walt Disney. Wow, M 614 00:40:52,400 --> 00:40:55,560 Speaker 1: I mean I still remember those characters? Oh yeah, yeah, 615 00:40:55,560 --> 00:40:59,800 Speaker 1: they're still around. Um. Also in the nineteen thirties, Kellogg's 616 00:41:00,000 --> 00:41:03,319 Speaker 1: opened its first British manufacturing plant in Manchester, UM to 617 00:41:03,520 --> 00:41:07,160 Speaker 1: create the then already popular in the area of corn 618 00:41:07,200 --> 00:41:11,280 Speaker 1: flakes and other products. Perhaps the first iteration of wheat checks, 619 00:41:11,400 --> 00:41:15,920 Speaker 1: called shredded Ralston, was invented by Rawston Peering, a company 620 00:41:15,960 --> 00:41:18,480 Speaker 1: in the nineteen thirties, and this product was intended for 621 00:41:18,560 --> 00:41:22,719 Speaker 1: followers of Rawstonism, which was the social movement entrenched with 622 00:41:22,840 --> 00:41:28,880 Speaker 1: racism that also believed in mind control. Uh yeah um. 623 00:41:28,920 --> 00:41:31,960 Speaker 1: It wasn't until the nineteen fifties and a rice version 624 00:41:32,040 --> 00:41:35,440 Speaker 1: that the name checks showed up mhm h. In the 625 00:41:35,520 --> 00:41:40,680 Speaker 1: nineteen forties, cheeriots made their way to shelves, but they 626 00:41:40,680 --> 00:41:45,279 Speaker 1: were soon renamed Cheerios. Grape Nuts introduced the eat a 627 00:41:45,320 --> 00:41:49,520 Speaker 1: good Breakfast, Do a Better Job campaign in As a 628 00:41:49,560 --> 00:41:53,560 Speaker 1: part of this, shoppers received pamphlets espousing the health benefits 629 00:41:53,560 --> 00:41:58,080 Speaker 1: of breakfast, and radio announcers declared nutrition experts say breakfast 630 00:41:58,160 --> 00:42:00,839 Speaker 1: is the most important meal of the day. We've all 631 00:42:00,880 --> 00:42:08,000 Speaker 1: heard it. Yeah, that's where it comes from, Thanks Grape Nuts. Ironically, 632 00:42:08,000 --> 00:42:11,400 Speaker 1: the nineteen forties is also when we saw the introduction 633 00:42:11,760 --> 00:42:16,759 Speaker 1: of sugary coatings on cereals, on posts cereals specifically, and 634 00:42:17,239 --> 00:42:21,400 Speaker 1: during this time, Tony the Tiger debuted and Post licensed 635 00:42:21,440 --> 00:42:26,800 Speaker 1: Mickey Mouse for use on its cereal boxes. Several things 636 00:42:26,880 --> 00:42:30,000 Speaker 1: happened that changed the serial world after World War Two 637 00:42:30,400 --> 00:42:33,880 Speaker 1: in the fifties that led to an increase in consumption. First, 638 00:42:34,440 --> 00:42:38,080 Speaker 1: there was a push for sugar and sugared products. Second, 639 00:42:38,640 --> 00:42:43,200 Speaker 1: the advent of television in American households and the commercials 640 00:42:43,239 --> 00:42:46,920 Speaker 1: that came with that. Yeah. Legend has it that in 641 00:42:47,120 --> 00:42:52,480 Speaker 1: nine the then share of Kellogg's met atman Leo Burnett 642 00:42:52,680 --> 00:42:57,440 Speaker 1: on a train by total chance, and their relationship just 643 00:42:57,560 --> 00:43:02,680 Speaker 1: absolutely changed both television and advertising, and like serial advertising 644 00:43:02,680 --> 00:43:05,520 Speaker 1: in particular as we know it, I feel like we've 645 00:43:05,520 --> 00:43:10,000 Speaker 1: talked about him before. Well, in either case, Kellogg and 646 00:43:10,120 --> 00:43:13,120 Speaker 1: Tony the Tiger was in some of these very early 647 00:43:13,280 --> 00:43:17,400 Speaker 1: television commercials for Cereal um and yeah, the first of 648 00:43:17,719 --> 00:43:23,399 Speaker 1: many advertised Cereal mass advertised animated Cereal mascots to come. Uh. 649 00:43:23,440 --> 00:43:27,239 Speaker 1: This decade also gave us corn pops and tricks. Hmm. 650 00:43:28,160 --> 00:43:31,680 Speaker 1: If you go into the sixties, Quaker debut products like 651 00:43:31,760 --> 00:43:36,920 Speaker 1: capt'n Crunch and now discontinued product called Quake that featured 652 00:43:36,960 --> 00:43:40,440 Speaker 1: a series of commercials depicting battles between an alien named 653 00:43:40,719 --> 00:43:47,040 Speaker 1: Quisp and a minor named Quake. Um. Yeah. Both of 654 00:43:47,080 --> 00:43:49,880 Speaker 1: these products were essentially sweetened corn and oat dough molded 655 00:43:49,880 --> 00:43:52,400 Speaker 1: into shapes. However, one of the reasons I want to 656 00:43:52,400 --> 00:43:55,719 Speaker 1: bring this up is in the FCC decreed that children's 657 00:43:55,719 --> 00:44:00,600 Speaker 1: cartoon characters could not give marketing messaging during the show itself. 658 00:44:01,440 --> 00:44:05,799 Speaker 1: Yeah yeah, relegating it to commercials only. Um. And there's 659 00:44:05,800 --> 00:44:09,120 Speaker 1: a lot of scrutiny around around uh products marketed to 660 00:44:09,200 --> 00:44:13,800 Speaker 1: children at the time. In v an advisor on nutrition 661 00:44:13,920 --> 00:44:18,880 Speaker 1: to then President Nixon testified to Congress that rats fed cereals, 662 00:44:19,400 --> 00:44:23,279 Speaker 1: these sugary breakfast cereals. Those rats were less healthy than 663 00:44:23,800 --> 00:44:27,760 Speaker 1: other rats that he fed ground up paperboard cereal boxes. 664 00:44:28,880 --> 00:44:32,080 Speaker 1: If that paperboard was mixed with milk, sugar and raisins. 665 00:44:33,440 --> 00:44:37,560 Speaker 1: I have a lot of questions. What was President Nixon 666 00:44:37,560 --> 00:44:42,000 Speaker 1: dowing here? You have all these rats? It wasn't It 667 00:44:42,040 --> 00:44:45,640 Speaker 1: wasn't Nixon. It was his advisor did who did the 668 00:44:45,840 --> 00:44:54,839 Speaker 1: testifying and the hypothetical experimentation. Not Nixon? Yeah, oh man, 669 00:44:55,320 --> 00:45:01,040 Speaker 1: all right, I like where you took it. I like that. 670 00:45:01,760 --> 00:45:04,320 Speaker 1: Oh jeez. I was just imagining him in the Oval office, 671 00:45:04,360 --> 00:45:08,200 Speaker 1: like eat this cardboard rats. Oh man, I should That 672 00:45:08,239 --> 00:45:10,080 Speaker 1: was an opportunity to try and nix an impression. I 673 00:45:10,080 --> 00:45:13,200 Speaker 1: really didn't do it, but I work on that. Cool. 674 00:45:13,360 --> 00:45:19,480 Speaker 1: That's when I can manage. Also in the seventies we 675 00:45:19,520 --> 00:45:23,000 Speaker 1: see just this whole Smories board of fruity monster based 676 00:45:23,000 --> 00:45:26,000 Speaker 1: cereals like frank and Berry and Booberry, which was a 677 00:45:26,080 --> 00:45:31,600 Speaker 1: Halloween products that I really didn't know that was the case. Yeah, 678 00:45:31,640 --> 00:45:34,520 Speaker 1: I think I think it's seasonal these days. Anyway, it's seasonal, 679 00:45:34,920 --> 00:45:38,520 Speaker 1: but I don't know. And Interesting Count Chocola was also 680 00:45:38,680 --> 00:45:41,880 Speaker 1: in this a decade. Also non monster varieties like fruity 681 00:45:41,880 --> 00:45:44,480 Speaker 1: Pebbles and Coco pebbles um. And all of this was 682 00:45:44,520 --> 00:45:47,440 Speaker 1: happening as Granola's commercial sales were on the rise, and 683 00:45:47,440 --> 00:45:51,520 Speaker 1: the Federal Trade Commission was yes scrutinizing the marketing tactics 684 00:45:51,600 --> 00:45:56,759 Speaker 1: of these products. When it came to children, Honeyout Cheerios 685 00:45:56,960 --> 00:46:02,399 Speaker 1: debuted in nineteen seventy nine. In the seventies we had 686 00:46:02,920 --> 00:46:05,719 Speaker 1: these monster and Fruit bas cereals, But the eighties was 687 00:46:05,800 --> 00:46:08,320 Speaker 1: all about these tie ins and co branding, like having 688 00:46:08,480 --> 00:46:11,880 Speaker 1: Mr T as a spokesperson for Mr T shape Cereal, 689 00:46:14,920 --> 00:46:17,600 Speaker 1: and then you had things like Smurfberry Crunch and the 690 00:46:17,640 --> 00:46:22,360 Speaker 1: California Raisins for Post Raisin brand. The California Raisins have 691 00:46:22,400 --> 00:46:26,600 Speaker 1: always creeped me out. Yeah, I claymation in general really 692 00:46:26,640 --> 00:46:31,560 Speaker 1: creeps me out. Um, and I just don't I I 693 00:46:31,600 --> 00:46:34,200 Speaker 1: don't know, I don't know. Man, they move wrong. It's 694 00:46:34,239 --> 00:46:38,400 Speaker 1: not cool. I remember a listener sent as a clip 695 00:46:38,680 --> 00:46:41,320 Speaker 1: for commercial from that and I was I was highly disturbed. 696 00:46:41,440 --> 00:46:44,879 Speaker 1: So I'm on, I'm on the same train. And as 697 00:46:44,880 --> 00:46:48,400 Speaker 1: a kid, my brother loved Gumby. I couldn't watch it 698 00:46:48,440 --> 00:46:51,640 Speaker 1: disturbed me so much. Oh yeah, yeah, Gumby too. It 699 00:46:51,800 --> 00:46:56,880 Speaker 1: always okay, all right, this is a different show. But 700 00:46:57,000 --> 00:47:02,040 Speaker 1: speaking of disturbing UM in these Uh, Neil Gaiman wrote 701 00:47:02,120 --> 00:47:07,960 Speaker 1: a serial convention into his comic book Sandman, and yes, 702 00:47:08,640 --> 00:47:12,080 Speaker 1: cereal was a pun. No one was there to talk 703 00:47:12,120 --> 00:47:16,640 Speaker 1: about cereal. They were they were serial killers of course, yeah, 704 00:47:17,280 --> 00:47:20,160 Speaker 1: UM and in topical pun news. But much later, UM 705 00:47:20,320 --> 00:47:24,520 Speaker 1: London had a pair of serial killer cafes UM c 706 00:47:24,719 --> 00:47:29,560 Speaker 1: e r e A l Killer cafes from UM. These 707 00:47:29,600 --> 00:47:33,080 Speaker 1: kind of like nineties themed sweet nostalgia joints that UM 708 00:47:33,080 --> 00:47:36,560 Speaker 1: that collectively sold over a million bowls of cereal before 709 00:47:36,800 --> 00:47:39,680 Speaker 1: going online this year. UM in response to COVID nineteen 710 00:47:40,320 --> 00:47:45,160 Speaker 1: mm hm m hm, and nostalgia really did become a 711 00:47:45,239 --> 00:47:48,319 Speaker 1: focus of the market and the post market. UM. In 712 00:47:48,400 --> 00:47:52,560 Speaker 1: the two thousand's a fellow who we mentioned in our 713 00:47:52,680 --> 00:47:56,880 Speaker 1: Molecular Astronomy episode of Ferran Andrea made what he called 714 00:47:57,200 --> 00:48:01,880 Speaker 1: Kellogg's Paea at l W E UM. This was a 715 00:48:01,960 --> 00:48:08,280 Speaker 1: reduced seafood broth over rice crispies. UM. Yeah, there's the 716 00:48:08,280 --> 00:48:11,920 Speaker 1: there's the Mammafuku offshoot Milk Bar that has ice creams 717 00:48:11,920 --> 00:48:16,040 Speaker 1: made from dairy steeped in cereals. Uh. There are vodkas 718 00:48:16,120 --> 00:48:19,680 Speaker 1: flavored like fruit loops, they really taste like fruit loops 719 00:48:19,800 --> 00:48:24,279 Speaker 1: if that's what you're into. Um, I like the I've 720 00:48:24,280 --> 00:48:29,280 Speaker 1: had the Mama. I think they have like milk, cereal 721 00:48:29,320 --> 00:48:31,640 Speaker 1: milk flavored something. I've had it. It was good. I 722 00:48:31,680 --> 00:48:37,640 Speaker 1: liked it. Oh cool, give that review I read. I 723 00:48:37,640 --> 00:48:39,160 Speaker 1: read in one place ice creams, but then I felt 724 00:48:39,160 --> 00:48:44,040 Speaker 1: like it was something else, somewhere else anyway. In kind 725 00:48:44,040 --> 00:48:48,080 Speaker 1: of running along that theme, m Kellogg's opened to museum 726 00:48:48,320 --> 00:48:51,640 Speaker 1: or like a roadside attraction in Battle Creek called Cereal 727 00:48:51,719 --> 00:48:56,480 Speaker 1: City USA. Um and this uh, this followed the company 728 00:48:56,520 --> 00:49:00,759 Speaker 1: shutting down tours of its nearby real production silly due 729 00:49:00,800 --> 00:49:08,160 Speaker 1: to fears of rivals stealing trade secrets. Yes, lug Worth 730 00:49:08,200 --> 00:49:11,200 Speaker 1: in there. Yeah. The The attraction was set up to 731 00:49:11,280 --> 00:49:15,000 Speaker 1: look like a twentie century factory and told the story 732 00:49:15,320 --> 00:49:19,120 Speaker 1: of of cereals creation. Visitors could also tore Battle Creek 733 00:49:19,160 --> 00:49:22,960 Speaker 1: from a little go kart train. Yeah, meet the mascots. 734 00:49:22,960 --> 00:49:26,200 Speaker 1: Of course, samples some cereals. But but it closed in 735 00:49:26,239 --> 00:49:30,399 Speaker 1: two thousand seven. Little attendants. Yeah, well, if anyone who 736 00:49:30,480 --> 00:49:34,080 Speaker 1: happened to go before then let us know. Yeah, if 737 00:49:34,120 --> 00:49:39,400 Speaker 1: you've got photographs or memorabilia or just memories, absolutely let US. Know. Yes, 738 00:49:40,160 --> 00:49:44,400 Speaker 1: Puffins was introduced by a small Northern California natural foods 739 00:49:44,400 --> 00:49:49,440 Speaker 1: bakery in the nineteen nineties and this molassas sweetened corn cereal. 740 00:49:50,040 --> 00:49:52,480 Speaker 1: They really rode the wave, the rising wave of organic 741 00:49:52,640 --> 00:49:55,160 Speaker 1: and a desire for healthier serial alternatives. And I have 742 00:49:55,160 --> 00:49:57,719 Speaker 1: to say I've had him and I really enjoyed them. UM. 743 00:49:57,760 --> 00:50:01,880 Speaker 1: And I can't speak to those things, but I actually UM. 744 00:50:01,920 --> 00:50:04,719 Speaker 1: The trend of natural and organic foods continued into the 745 00:50:04,760 --> 00:50:10,359 Speaker 1: two thousands. The acquisition of Caushi by Kellogg's really exemplifies that. 746 00:50:11,040 --> 00:50:14,920 Speaker 1: As part of this. UM. Yeah, there's been this continued 747 00:50:14,920 --> 00:50:21,360 Speaker 1: conversation around marketing towards kids and accurate labeling sugar. Yeah. Yeah, 748 00:50:21,680 --> 00:50:25,400 Speaker 1: that the changes in nutrition labeling laws UM. Specifically in 749 00:50:25,440 --> 00:50:27,400 Speaker 1: the UK and the US I can speak to, but 750 00:50:27,520 --> 00:50:29,960 Speaker 1: I'm pretty sure it's been happening the world over over 751 00:50:29,960 --> 00:50:34,040 Speaker 1: the past couple of decades have resulted, UM in further 752 00:50:34,120 --> 00:50:41,040 Speaker 1: scrutiny of breakfast cereals. UM. And then in uh, breakfast 753 00:50:41,040 --> 00:50:46,720 Speaker 1: cereals were labeled a thing, what millennials are killing another thing. Yeah, 754 00:50:46,800 --> 00:50:50,400 Speaker 1: there's this market survey where these lazy millennials reported that 755 00:50:50,440 --> 00:50:53,319 Speaker 1: it's inconvenient to eat breakfast cereals because you have to 756 00:50:53,400 --> 00:50:59,560 Speaker 1: clean up afterwards. Yeah, and I will remind you that 757 00:50:59,560 --> 00:51:02,759 Speaker 1: that even and I mean even in s like millennials 758 00:51:03,320 --> 00:51:09,879 Speaker 1: were already like thirty four years old. So I'm not sure, right, 759 00:51:10,120 --> 00:51:12,520 Speaker 1: this is the thing that bothers me all the time. 760 00:51:12,560 --> 00:51:16,799 Speaker 1: It's fine, it's fine, but but yes, um, Over the 761 00:51:16,840 --> 00:51:19,640 Speaker 1: past couple of decades, a lot of new development has 762 00:51:19,680 --> 00:51:24,960 Speaker 1: indeed been focused on repackaging cereal into bars or whatever, 763 00:51:25,160 --> 00:51:28,239 Speaker 1: for for on the go eating, to appeal to us 764 00:51:28,239 --> 00:51:32,560 Speaker 1: tricksie millennials who are killing everything. Yeah, you know, it's 765 00:51:32,560 --> 00:51:38,160 Speaker 1: a big plot. We're all in on it, and uh, 766 00:51:38,200 --> 00:51:46,080 Speaker 1: you're just gonna have to anovate to keep up. Yep, yep, sorry, 767 00:51:46,120 --> 00:51:54,040 Speaker 1: not sorry, that's right, that's right, I do. I'm gonna 768 00:51:54,080 --> 00:51:56,120 Speaker 1: go look up after this a picture of all the 769 00:51:56,200 --> 00:51:58,600 Speaker 1: mascots together, and I think we should just have a 770 00:51:58,600 --> 00:52:05,399 Speaker 1: food mascot horror comic. Like I feel it. I feel 771 00:52:05,400 --> 00:52:12,000 Speaker 1: pretty good. Actually yeah, yeah, yeah, I will. We were 772 00:52:12,040 --> 00:52:14,879 Speaker 1: saying before we started recording that, like we didn't even 773 00:52:14,960 --> 00:52:17,759 Speaker 1: go that deep on the on the mascot and it 774 00:52:17,760 --> 00:52:20,239 Speaker 1: could be like a whole other like we could just 775 00:52:20,280 --> 00:52:24,680 Speaker 1: have a whole episode of like these cereal mascots and 776 00:52:24,760 --> 00:52:28,600 Speaker 1: they're like backstories as they are, and how weird they are. 777 00:52:29,080 --> 00:52:31,480 Speaker 1: Oh yeah, I mean I remember it being a large 778 00:52:31,520 --> 00:52:34,120 Speaker 1: topic of conversation when I was in school that how 779 00:52:34,239 --> 00:52:36,600 Speaker 1: mean the kids were to the tricks rabbit because they 780 00:52:36,600 --> 00:52:39,279 Speaker 1: wouldn't share the tricks. So I bet he sits at 781 00:52:39,320 --> 00:52:41,520 Speaker 1: home at night and the lights are off and he's 782 00:52:41,560 --> 00:52:48,640 Speaker 1: just plotting like, oh, one day those kids will pay. 783 00:52:49,640 --> 00:52:54,840 Speaker 1: Oh no, all right, yeah, put that in the back burner. 784 00:52:55,760 --> 00:53:00,120 Speaker 1: All right, well, cool, cool, cool cool. We'd below do 785 00:53:00,200 --> 00:53:03,880 Speaker 1: your ideas from listeners about this, and he thoughts, uh 786 00:53:03,960 --> 00:53:07,600 Speaker 1: and speaking of we do have some listener mail. We do, 787 00:53:07,719 --> 00:53:09,480 Speaker 1: but first we've got one more quick break for a 788 00:53:09,480 --> 00:53:22,080 Speaker 1: word from our sponsor. And we're back. Thank you, sponsor, Yes, 789 00:53:22,200 --> 00:53:28,960 Speaker 1: thank you, And we're back with trying to do this. 790 00:53:29,120 --> 00:53:33,080 Speaker 1: Nineties commercials they're so in your face. We talked about 791 00:53:33,120 --> 00:53:38,279 Speaker 1: them before, like the skateboarding and the bright zig zagging colors. 792 00:53:38,719 --> 00:53:42,319 Speaker 1: Oh yeah, yeah, lots of vocal fry um, lots of 793 00:53:42,640 --> 00:53:44,920 Speaker 1: like kind of kind of like like dovetailing with the 794 00:53:44,920 --> 00:53:48,360 Speaker 1: whole like extreme sports kind of thing. They're kind of 795 00:53:48,400 --> 00:53:51,480 Speaker 1: yelling at you to be honest. Yeah, there was a 796 00:53:51,520 --> 00:53:55,600 Speaker 1: lot of yelling in the nineties. If anyone hasn't seen 797 00:53:55,600 --> 00:53:58,120 Speaker 1: the nineties Kids commercial, go look it up. You will 798 00:53:58,239 --> 00:54:03,319 Speaker 1: be shocked. It's high energy. High energy is a good 799 00:54:03,320 --> 00:54:07,680 Speaker 1: way to describe it. Uh huh uh huh um. Okay. 800 00:54:07,719 --> 00:54:11,080 Speaker 1: So to preface these letters, I love how many people 801 00:54:11,080 --> 00:54:14,600 Speaker 1: have been emailing about salt and pepper shakers and also 802 00:54:14,640 --> 00:54:22,920 Speaker 1: specifically the one that Lauren mentioned. It's fantastic, So Sarah Roote, 803 00:54:23,239 --> 00:54:25,400 Speaker 1: I will say I was excited immediately when the episode 804 00:54:25,400 --> 00:54:27,440 Speaker 1: on salt and pepper shaker episode showed up in my 805 00:54:27,480 --> 00:54:29,960 Speaker 1: podcast feed. My mom is a collector of salt and 806 00:54:29,960 --> 00:54:33,879 Speaker 1: pepper shakers. For any given family meal where we are 807 00:54:33,920 --> 00:54:36,240 Speaker 1: sitting at the dining room table, there is at least 808 00:54:36,320 --> 00:54:39,680 Speaker 1: two sets on the table. For holidays, at least four 809 00:54:39,800 --> 00:54:44,359 Speaker 1: or more sets to make an appearance. Yeah beautiful. A 810 00:54:44,360 --> 00:54:47,120 Speaker 1: common gift for my mom is salt and pepper shakers. 811 00:54:47,280 --> 00:54:50,000 Speaker 1: The salt and pepper shakers are all displayed prominently in 812 00:54:50,080 --> 00:54:54,080 Speaker 1: the China cabinet. Highlights include the creepy, snowy al salt 813 00:54:54,080 --> 00:54:56,480 Speaker 1: and pepper shakers that belonged to my great grandmother. I 814 00:54:56,520 --> 00:54:59,200 Speaker 1: think the silver ones that were one of my mom's 815 00:54:59,239 --> 00:55:02,840 Speaker 1: friends family members. Her friend knew she would appreciate them, 816 00:55:02,880 --> 00:55:07,240 Speaker 1: and my personal favorite the humping turtles that my sister's 817 00:55:07,280 --> 00:55:10,400 Speaker 1: then boyfriend now husband bought from my mom on a 818 00:55:10,440 --> 00:55:20,680 Speaker 1: trip to Florida. I mean those are pretty fantastic. Yeah, 819 00:55:21,239 --> 00:55:24,800 Speaker 1: not having seen your mother's full collection, UM, I'm gonna 820 00:55:24,840 --> 00:55:33,640 Speaker 1: say that those have to be standouts, good choices. Oh yeah, 821 00:55:33,719 --> 00:55:36,560 Speaker 1: And Michael wrote, I listened to your podcast on salt 822 00:55:36,600 --> 00:55:38,880 Speaker 1: and pepper shakers and wanted to share the story of 823 00:55:38,920 --> 00:55:41,960 Speaker 1: my great granny's salt and pepper shakers. She had something 824 00:55:42,040 --> 00:55:45,400 Speaker 1: like fifty sets and my mother was said to inherit 825 00:55:45,440 --> 00:55:49,360 Speaker 1: them upon her mother's passing. Needless to say, throughout the years, 826 00:55:49,480 --> 00:55:52,440 Speaker 1: pairs were taken and or broken by other family members, 827 00:55:52,480 --> 00:55:55,640 Speaker 1: and my mother only received twelve or so sets. My 828 00:55:55,680 --> 00:55:58,960 Speaker 1: mother also received a photo album, and behind a middle 829 00:55:59,000 --> 00:56:01,000 Speaker 1: school picture of my mom, there was a black and 830 00:56:01,000 --> 00:56:05,760 Speaker 1: white photo of the salt and pepper collection. Over the years, 831 00:56:05,880 --> 00:56:08,640 Speaker 1: thanks to the picture and eBay, I have been able 832 00:56:08,680 --> 00:56:11,440 Speaker 1: to replace almost all of the salt and pepper shakers, 833 00:56:11,480 --> 00:56:14,880 Speaker 1: and now my mom has almost eighty sets. My personal 834 00:56:14,920 --> 00:56:18,200 Speaker 1: favorites are the donkey figure where the saddle bags are 835 00:56:18,280 --> 00:56:21,600 Speaker 1: the salt and pepper shaker, and the poodle figure where 836 00:56:21,600 --> 00:56:27,960 Speaker 1: the six puppies that hang off the side are shakers. Ingenuity. 837 00:56:28,400 --> 00:56:32,279 Speaker 1: It's so impressive, you know. It's that's the thing. It's 838 00:56:32,320 --> 00:56:36,680 Speaker 1: such a simple thing, but there are endless ways to 839 00:56:36,880 --> 00:56:42,880 Speaker 1: create it. Yeah, it just feels like this kind of doofie. 840 00:56:42,960 --> 00:56:45,960 Speaker 1: And I say that in the most loving way, like doofie, 841 00:56:46,040 --> 00:56:50,000 Speaker 1: like doofie here, but like putting this thought in effort 842 00:56:50,000 --> 00:56:54,279 Speaker 1: and care. I love it like a condiment shaker. It's 843 00:56:54,320 --> 00:56:59,480 Speaker 1: so good. Gosh, that's beautiful. Yes, I love that you 844 00:56:59,520 --> 00:57:03,040 Speaker 1: helped create the collection with a the help of a 845 00:57:03,120 --> 00:57:09,200 Speaker 1: photo she must have taken. Oh gosh, I love. I 846 00:57:09,239 --> 00:57:12,160 Speaker 1: love all of the enabling, all of the like like 847 00:57:12,160 --> 00:57:15,319 Speaker 1: like loving enabling that goes on in these stories about 848 00:57:15,360 --> 00:57:20,080 Speaker 1: salt and pepper shakers meet meat. So please keep sending 849 00:57:20,120 --> 00:57:23,680 Speaker 1: those in our way. You can email us at hello 850 00:57:23,840 --> 00:57:25,880 Speaker 1: at favorite pod dot com and thanks to those listeners 851 00:57:25,920 --> 00:57:29,160 Speaker 1: for emailing us. Yes, you can also get in touch 852 00:57:29,320 --> 00:57:33,080 Speaker 1: via social media. We are on Twitter, Facebook, and Instagram 853 00:57:33,120 --> 00:57:35,240 Speaker 1: at savor pod and we do hope to hear from you. 854 00:57:35,840 --> 00:57:38,480 Speaker 1: Savor is production of I Heart Radio For more podcasts 855 00:57:38,560 --> 00:57:40,760 Speaker 1: my Heart Radio, you can visit the I Heart Radio app, 856 00:57:40,920 --> 00:57:43,880 Speaker 1: Apple Podcasts, or wherever you listen to your favorite shows. 857 00:57:44,240 --> 00:57:47,800 Speaker 1: Thanks as always to our superproducers Dylan Fagan and Andrew Howard, 858 00:57:47,840 --> 00:57:50,960 Speaker 1: who waited patiently for the entire second half of the 859 00:57:51,000 --> 00:57:53,919 Speaker 1: episode to break in when we took our listener mail 860 00:57:53,920 --> 00:57:58,280 Speaker 1: break talking about how terrible of a dude Kellogg. Yes, 861 00:57:58,880 --> 00:58:03,520 Speaker 1: it was top notch. Was thanks to you for listening, 862 00:58:03,600 --> 00:58:05,520 Speaker 1: and we hope that lots more good things are coming 863 00:58:05,560 --> 00:58:13,680 Speaker 1: your way. H