Logan Hayes
Breakfast cereal is a category of food made from processed cereal grains that are eaten as part of breakfast or as a snack, primarily in Western societies. The idea of breakfast as a daily, first-thing-in-the-morning institution is a relatively modern concept. In the past, breakfast was not as standard or routine as it is now, and the format of breakfast has changed significantly over time. The modern version of breakfast was invented by marketers, with the first cold cereal being introduced in 1863 by James Caleb Jackson, a religiously conservative vegetarian who created a breakfast cereal from graham flour dough called granula. The cereal was so hard it needed to be soaked overnight. John Harvey Kellogg, a Seventh-day Adventist and health spa owner, created his own version called granola. Kellogg's brother, Will Keith Kellogg, added sugar to the original recipe and began mass marketing it, with the first in-box prize. The convenience of packaged breakfast cereals and clever marketing made them popular, and cereal companies teamed up with government nutritionists to promote the idea that everyone should eat a good breakfast of whole-grain cereal and fruit.
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What You'll Learn
John Harvey Kellogg, the father of the breakfast food industry
John Harvey Kellogg, born on February 26, 1852, in Tyrone, Michigan, is often regarded as the father of the breakfast food industry. He was an American physician, nutritionist, inventor, businessman, and advocate of the Progressive Movement. Kellogg lived for ninety-one years, perhaps due to the fresh air and vegetarian diet he advocated for as clean "biological living".
Kellogg was a Seventh-day Adventist and a vegetarian. In 1875, he received an M.D. from Bellevue Hospital Medical College in New York City. He became the superintendent of the Seventh-day Adventist Western Health Reform Institute in 1876, which later became the Battle Creek Sanitarium in Battle Creek, Michigan. The sanitarium was founded by members of the Seventh-day Adventist Church and combined aspects of a European spa, a hydrotherapy institution, a hospital, and a high-class hotel.
Kellogg treated both the rich and famous and the poor who could not afford other hospitals. He developed numerous nut and vegetable products to vary the diet of his patients, including a flaked-wheat cereal called Granose and cornflakes. Kellogg's cornflakes, originally known as "Granula", were created with the belief that bland food would reduce people's urge to masturbate. However, this name led to legal issues, and in 1881, the name was changed to "Granola". In 1898, Kellogg and his brother, W.K. Kellogg, founded the Battle Creek Sanitarium Health Food Company to produce cornflakes and other foods for sanitarium patients.
In 1906, after a dispute, W.K. Kellogg formed his own cereal company, the Kellogg Company, and one of the sanitarium patients, C.W. Post, also founded a rival cereal company. W.K. Kellogg mass-produced, copyrighted, and marketed the corn flake product, creating the famous Kellogg's brand. John Harvey Kellogg was inducted into the National Inventors Hall of Fame in 2006 for his discovery of tempering and the invention of the first dry flaked breakfast cereal, which transformed the typical American breakfast.
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Marketing campaigns and packaging design
Breakfast cereal's position as a staple of the American breakfast is a remarkable feat of marketing and packaging design. The product's convenience, health-consciousness, and changing class attitudes all contributed to its success.
The first cold breakfast cereal was introduced in 1863 by James Caleb Jackson, a religiously conservative vegetarian who ran a medical sanitarium in western New York. He created a cereal from graham flour dough that was dried and broken into hard shapes, which he called "granula." John Harvey Kellogg, a surgeon who ran a health spa in Michigan, later made a similar product, which he called "granola." Kellogg was a Seventh-day Adventist and believed in the importance of proper bowel movements and the dangers of masturbation, which he believed caused a host of health issues.
Kellogg's Corn Flakes, created with his brother Will Keith Kellogg, was the first cereal to use in-box prizes and mass marketing to promote their product. Will Keith Kellogg added sugar to the Corn Flakes and began marketing them heavily, eventually using his signature on every package as the company trademark.
In the early 20th century, cereal companies began to market their products to children. In 1909, Kellogg's introduced the first-ever cereal box prize with their Corn Flakes, offering a Funny Jungleland Moving Pictures Booklet with the purchase of two boxes. This new form of youth advertising would compel children to request that their mothers buy them specific brands of sweet cereal. Cereal boxes began to feature popular characters, such as Mr. T, Donkey Kong, and the Smurf-Berry Crunch. Co-branding cereal with popular characters was a successful strategy to promote sales.
Cereal companies also targeted health-conscious consumers. In 1944, during World War II, government nutritionists teamed up with cereal companies to suggest that everyone eat a "good breakfast of whole-grain cereal and fruit." While nutritionists are less certain about the value of this advice today, the campaign was successful in promoting cereal as a healthy breakfast option.
Through clever marketing and packaging design, breakfast cereal companies have been able to shape the American breakfast and create a demand for their products.
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Children as a target audience
Breakfast cereal's position as America's default breakfast food is a result of marketing and packaging design, not flavour or culture. The first cold cereal was introduced in 1863 by James Caleb Jackson, a religiously conservative vegetarian who ran a medical sanitarium in western New York. He created a breakfast cereal from graham flour dough that was dried and broken into shapes so hard they needed to be soaked in milk overnight. He called it "granula".
John Harvey Kellogg, a surgeon who ran a health spa in Michigan, soon made a version of his own, which he named "granola". Kellogg was a Seventh-day Adventist until he was thrown out of the church in 1907 over differences in theology. He was a firm believer in the Social Gospel, a Protestant movement that tackled social problems with Christian ethics. Kellogg was also a bit of a "nut" when it came to moral reform, particularly sex. He believed that certain foods excited the passions and was preoccupied with masturbation, which he believed caused a host of health problems, including epilepsy, mood swings, and acne.
Kellogg's cereals were originally developed as nutritious foods for patients at health spas. However, Kellogg's younger brother, Will Keith Kellogg, added sugar to their corn flakes and began mass marketing them, including the first in-box prize. This marked the beginning of the cereal industry's focus on children as a target audience.
In 1909, Kellogg's introduced the first-ever cereal box prize aimed at younger demographics. Anyone who bought two boxes of Corn Flakes would receive the Funny Jungleland Moving Pictures Booklet, a colourful book of animal illustrations. This new form of youth advertising would compel children to request that their mothers buy them specific brands of sweet cereal, catapulting cereal into millions of American pantries.
Over the years, cereals aimed at children became increasingly sweet and dessert-like, with brands such as Frosted Flakes, Fruit Loops, and Cocoa Puffs. Cereal companies also introduced co-branded cereals, with characters such as Mr. T, Donkey Kong, Smurf-Berry Crunch, and Cabbage Patch Kids. The Federal Trade Commission began taking a harder look at how cereal companies marketed their products to children, but the industry's focus on children remained.
While the strategy worked for decades, it eventually backfired as Americans became more health-conscious and low-sugar, low-carb diets gained popularity. The efforts of decades of marketing, which had focused on getting kids hooked on sugary cereals, resulted in many Americans viewing cereal as sugary junk food rather than a nutritious, fibre-rich food.
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The convenience of packaged breakfast cereals
Breakfast cereals have become a staple in many households, and their popularity can be attributed to several factors, one of which is convenience. The advent of packaged breakfast cereals revolutionized the way people consumed breakfast, offering a quick and easy alternative to traditional cooked meals.
The history of breakfast cereals dates back to the late 19th century, with the creation of ready-to-eat, packaged cereals. John Harvey Kellogg, a physician, nutritionist, and inventor, played a pivotal role in the development of the prepared breakfast food industry. Kellogg, influenced by his religious beliefs and interest in health, created granola, a cereal made from wheat and oats that could be eaten without cooking. This marked a significant shift towards convenience, as people could now enjoy a quick and nutritious breakfast without spending time preparing and cooking a meal.
The convenience of breakfast cereals was further enhanced by their portability. As people's lifestyles changed and more individuals began commuting to work, the ability to carry a box of cereal or a single-serving packet on the go became increasingly valuable. This portability also made cereals a popular choice for those who wanted a quick bite before rushing out the door or even while on the move.
Marketing played a significant role in promoting the convenience of breakfast cereals. Advertisements targeted busy housewives, emphasizing how cereals could make their lives easier while still providing a nourishing meal for their families. The idea of convenience was so appealing that it sparked a shift in breakfast culture, with people prioritizing quick and easy options over traditional, time-consuming meals.
In conclusion, the convenience of packaged breakfast cereals has been a key factor in their widespread adoption. The ease of preparation, portability, and marketing strategies targeting busy individuals and families have solidified their place as a breakfast staple. While other factors, such as health consciousness and changing class attitudes, have also contributed to the popularity of breakfast cereals, convenience remains a fundamental reason for their success and continued consumption.
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The decline in cereal consumption
Breakfast cereal's position as America's default breakfast food is a remarkable feat of marketing and packaging design. However, in recent years, cereal consumption has been on the decline.
One reason for this decline is the shift in dietary preferences towards low-sugar and low-carb options. While cereal companies have traditionally marketed their products as nutritious and fibre-rich, the reality is that many cereals are highly sweetened and perceived as sugary junk food. This disconnect between marketing and reality has led to a decline in consumption, as consumers become more health-conscious.
Additionally, the busier lifestyles of Americans have contributed to the decline of cereal consumption. Cereal is not a portable option for breakfast on the go, and with more people spending time commuting to work, alternative options like protein bars or fast food have become more appealing. The decline in birth rates has also played a role, as cereal is often marketed towards families with children.
The rise of competitors offering healthier and more convenient options has also impacted the cereal industry. With the explosion of the market for natural and organic foods, consumers are demanding more transparency in labelling and products without genetically modified or artificial ingredients. Cereal companies have struggled to keep up with these changing consumer preferences, and as a result, have lost market share to rival breakfast options.
Furthermore, the original marketing strategy of targeting children with colourful characters and prizes has backfired, as nutritionists and parents have become more critical of the high sugar content in cereals. The Federal Trade Commission has also scrutinized the tactics used by cereal companies to appeal to children, leading to a shift in marketing strategies that may have contributed to the decline in sales.
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