Cerealizing America
Subtitle: the unsweetened story of American breakfast cereal
By: Scott Bruce and Bill Crawford.
Contributors: Crawford, Bill, 1955-
Publisher: Faber and Faber
Published: 1995
Place of publication: Boston
Language: eng
Number of pages: 312
Subjects: Cereal products industry -- United States -- History.
Description: A product of nineteenth-century religious reform, twentieth-century media hype, and an enduring health food fanaticism, breakfast cereal has become an American institution. Part history, part expose, and part celebration, Cerealizing America chronicles the entire saga of cold cereal.

The story begins in the late 1800s, when a young Adventist doctor named John Harvey Kellogg transformed Battle Creek, Michigan, into a mecca for health seekers. Among the thousands who came to experience his regimen of biologic living was C. W. Post, whose appropriation of Kellogg's recipes kicked off a struggle for breakfast table supremacy that continues to this day.

As other cereal manufacturers entered the fray, so did the ad agencies, opening the door to sponsorship of radio and television shows from The Lone Ranger to The Beverly Hillbillies, premiums from decoder rings to Yukon real estate, and a cast of pitch-characters from Cap'n Crunch to Count Chocula.

Filled to the brim with scandals, triumphs, and flukes; the Cream of Wheat boycott; the legal battle for Snap, Crackle, and Pop; the sugar-sweetened years and the oat bran craze, Cerealizing America features appearances by Ronald Reagan, Mr. T., Bullwinkle Moose, and the Dallas Cowboys, all lovingly and humorously presented. It will engross anyone interested in popular culture, business, or advertising, and cereal lovers the world over.
Notes: Includes bibliographical references (p. 271-295) and index.