Everything about Breakfast Cereal totally explained
A
breakfast cereal is a
packaged food product made from
cereal intended to be consumed as part of a
breakfast. It is usually eaten cold as a ready to eat meal and mixed with a liquid, such as
milk or
water, though occasionally
yoghurt and fruit are also added. The exception to the rule are cereals such as
oatmeal and
porridge, which are eaten hot.
Breakfast cereals are marketed to all ages. For adults, companies such as
Kellogg's,
Sanitarium,
Quaker Oats,
Post,
Nestlé, and
General Mills promote their products for the health benefits gained from eating
oat-based and high-
fiber cereals. Manufacturers often fortify breakfast cereals with various
vitamins and advertise this fact to attract customers. Cereals with relatively high
sugar content are also produced.
The breakfast cereal industry is highly profitable, with gross profit margins around 40-45%, 90% penetration in some markets, and steady and continued growth throughout its history.
History
Breakfast cereals have their beginnings in the
vegetarian movement in the last quarter of the nineteenth century, which influenced members of the
Seventh-day Adventist Church in the United States. The main
Western breakfast at that time was a
cooked breakfast of
eggs,
bacon,
sausage, and
beef. The first breakfast cereal,
Granula (named after ) was invented in the
United States in 1863 by
James Caleb Jackson, operator of the Jackson Sanitorium in
Dansville,
New York and a staunch vegetarian. The cereal never became popular; it was far too inconvenient, as the heavy bran nuggets needed soaking overnight before they were tender enough to eat.
The next generation of breakfast cereals was considerably more convenient, and, combined with clever marketing, they finally managed to catch on. In 1877,
John Harvey Kellogg, operator of the
Battle Creek Sanitarium in
Battle Creek, Michigan, invented a biscuit made of ground-up
wheat,
oat, and
cornmeal for his patients suffering from bowel problems. The product was initially also named "Granula", but changed to "Granola" after a lawsuit. His most famous contribution, however, was an accident. After leaving a batch of boiled wheat soaking overnight and rolling it out, Kellogg had created wheat flakes. His brother
Will Keith Kellogg later invented
corn flakes from a similar method, bought out his brother's share in their business, and went on to found the Kellogg Company in 1906. With his shrewd marketing and advertising, Kellogg's sold their one millionth case after three years.
Post
Charles William Post, a patient at the Battle Creek Sanitarium, also made significant contributions to breakfast cereals. After his 1893 visit, he started his own sanitarium, the La Vita Inn, and developed his own coffee substitute,
Postum. In 1897, Post invented
Grape-Nuts and, coupled with a nation-wide advertising campaign, became a leader in the cereal business.
The 20th century
In the 1930s, the first puffed cereal,
Kix, went on the market. Beginning after
World War II, the big breakfast cereal companies – now including
General Mills, who entered the market in 1924 with
Wheaties – increasingly started to target children. Sugar was added, and the once-healthy breakfasts began to look starkly different from their fiber-rich ancestors; Kellogg's
Sugar Smacks, created in 1953, had 56% sugar by weight. Different mascots were introduced, first with the
Rice Krispies elves and later pop icons like
Tony the Tiger and the
Trix Rabbit.
Because of Kellogg, the city of
Battle Creek, Michigan is nicknamed the "cereal city".
Muesli
Muesli is a popular breakfast cereal based on uncooked
rolled oats, fruit and nuts. It was developed around 1900 by the Swiss physician
Maximilian Bircher-Benner for patients in his hospital. It is available in a
packaged dry form such as
Alpen, or it can be made fresh.
Hot cereals
Most hot cereals can be classified as
porridges, in that they consist of cereal grains which are soaked and/or boiled to soften them and make them palatable.
Canada
Common hot cereals in Canada include
oatmeal,
Cream of Wheat and
Red River cereal. These hot cereals are typically served with maple syrup or brown sugar and milk or cream.
Yoghurt is a popular addition to Red River cereal. Due to commercial availability, instant oatmeal has become increasingly popular, in flavors such as peaches and cream, maple and brown sugar, and cinnamon raisin.
China
In China, a popular breakfast combination is
fried bread and
rice congee.
Greece
In Greece,
cornmeal is poured into boiling milk to create a cereal of a thick consistency which is often served to young children.
India
In India, a popular breakfast combination is
poha and
milk. Poha is flattened rice flakes or wheat flakes and mixed with hot milk, sugar or
jaggery and a minute quantity of
cardamom, making a wholesome breakfast. This is very popular in
West India. In North India, a similar breakfast is Dalia, made with whole wheat grits. It can be made both sweet(cooked in milk with sugar) or salty (cooked in water using vegetables)
Russia
In Russia, a popular breakfast is
kasha, a porridge of buckwheat (гречка), farina (манна), or other grains. Kasha is found throughout much of Eastern Europe, including Poland, Croatia, and Lithuania.
South Africa
Pap is a kind of porridge used in a variety of African meals eaten throughout the day. In other parts of Africa it's known as ugali, sadza, and banku.
Porridge brands unique to South Africa include Jungle Oats and Bokomo Maltabella (made from malted sorghum).
Further Information
Get more info on 'Breakfast Cereal'.
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