A breakfast cereal (or just cereal) is a food made from
processed grains that is often eaten as, or with, the first meal of the
day. It is often eaten cold, usually mixed with
milk (e.g.
cow's milk,
soy
milk,
rice
milk,
almond milk), water, or yogurt, and sometimes
fruit,
but may be eaten dry. Some companies promote their products for the
health benefits from eating oat-based and high-fiber
cereals. Cereals may be
fortified with
vitamins.
Some cereals are made with high sugar content. Many breakfast cereals
are produced via
extrusion. It is commonly eaten with a
spoon.
The breakfast cereal industry has gross profit margins of 40-45%,[1]
90% penetration in some markets,[2]
and steady and continued growth throughout its history.[3]
History
Porridge was a traditional food in much of Northern Europe and
Russia back to antiquity.[4]
Barley was a common grain used, though other grains and yellow peas
could be used. In many modern cultures, porridge is still eaten as a
breakfast dish.
United States
Colonial
North American natives had found a way to make ground corn palatable;
calling it "grits"
and "hominy",
Southern colonists adapted it as their main breakfast food. Northerners
never took a liking to it.[5]
19th century
Food reformers in the 19th century called for cutting back on
excessive meat consumption at breakfast. They explored numerous
vegetarian alternatives. Late in the century the
Seventh Day Adventists based in Michigan made these food reforms
part of their religion, and indeed non-meat breakfasts were featured in
their sanitariums and led to new breakfast cereals.[6]
Cooked oatmeal
Ferdinand Schumacher, a German immigrant, began the cereals
revolution in 1854 with a hand oats grinder in the back room of a small
store in Akron, Ohio. His German Mills American Oatmeal Company was the
nation's first commercial oatmeal manufacturer. He marketed the product
locally as a substitute for breakfast pork. Improved production
technology (steel cutters, porcelain rollers, improved hullers),
combined with an influx of German and Irish immigrants, quickly boosted
sales and profits. In 1877, Schumacher adopted the Quaker symbol, the
first registered trademark for a breakfast cereal. The acceptance of
"horse food" for human consumption encouraged other entrepreneurs to
enter the industry. Henry Parsons Crowell started operations in 1882,
and John Robert Stuart in 1885.[7]
Crowell cut costs by consolidating every step of the processing—grading,
cleaning, hulling, cutting, rolling, packaging, and shipping—in one
factory operating at Ravenna, Ohio. Stuart operated mills in Chicago and
Cedar Rapids, Iowa. Stuart and Crowell combined in 1885 and initiated a
price war. After a fire at his mill in Akron, Schumacher joined Stuart
and Crowell to form the Consolidated Oatmeal Company. The American
Cereal Company (Quaker
Oats) created a cereal made from oats in 1877, manufacturing the
product in
Akron, Ohio.[8]
Separately, In 1888, a trust or holding company combined the nation's
seven largest mills into the American Cereal Company using the Quaker
Oats brand name. By 1900 technology, entrepreneurship, and the "Man in
Quaker Garb"—a symbol of plain honesty and reliability—gave Quaker Oats
a national market and annual sales of $10 million.[9]
Early in the 20th century, the Quaker Oats Company (formed in 1901 to
replace the American Cereal Company) jumped into the world market.
Schumacher, the innovator; Stuart, the manager and financial leader and
Crowell, the creative merchandiser, advertiser, and promoter, doubled
sales every decade. Alexander Anderson's steam-pressure method of
shooting rice from guns created puffed rice and puffed wheat. Crowell's
intensive advertising campaign in the 1920s and 1930s featured
promotions with such celebrities as Babe Ruth, Max Baer, and Shirley
Temple. Sponsorship of the popular "Rin-Tin-Tin" and "Sergeant Preston
of the Yukon" radio shows aided the company's expansion during the
depression. Meat rationing during World War II boosted annual sales to
$90 million, and by 1956 sales topped $277 million. By 1964 the firm
sold over 200 products, grossed over $500 million, and claimed that 8
million people ate Quaker Oats each day. Expansion included acquisition
of Aunt Jemima Mills Company in 1926, which continues as a leading brand
of pancake mixes and syrup, the sport drink Gatorade in 1983, and in
1986, the Golden Grain Company, producers of Rice-A-Roni canned lunch
food. In 2001 Quaker Oats was itself bought out by the much larger
Pepsico.[10]
Ready-to-eat
The first breakfast cereal,
Granula
was invented in the United States in 1863 by
James Caleb Jackson, operator of Our Home on the Hillside which was
later replaced by the Jackson Sanatorium in
Dansville, New York. The cereal never became popular since it was
inconvenient, as the heavy bran nuggets needed soaking overnight before
they were tender enough to eat.[11][12][13]
Ready-to-eat 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.[12]
George H. Hoyt created
Wheatena circa 1879, during an era when retailers would typically
buy cereal (the most popular being cracked
wheat,
oatmeal,
and
cerealine) in barrel lots, and scoop it out to sell by the pound to
customers. Hoyt, who had found a distinctive process of preparing wheat
for cereal, sold his cereal in boxes, offering consumers a sanitary
appeal.[14][15]
Battle Creek: two Kelloggs and a Post
1910 Kellogg's Corn Flakes advertisement
Packaged breakfast cereals were considerably more convenient than a
product that had to be cooked and combined with clever marketing, they
became popular. The major innovations took place in
Battle Creek, Michigan, a center of the Seventh Day Adventist
church. New breakfast-food concepts came from John H. Kellogg and
Charles W. Post. The cereal industry rose from a combination of sincere
religious belief and commercial interest in health foods. Dr.
John Harvey Kellogg (1851-1943), son of an Adventist factory owner
in Battle Creek was encouraged by his church to take an MD at the
Bellevue Hospital Medical College in New York City in 1875. He became
medical superintendent at the
Western Health Reform Institute in Battle Creek, established in 1866
by the Adventists to offer their natural remedies for illness. Many
wealthy industrialists came to Kellogg's sanitarium for recuperation and
rejuvenation. They were accustomed to breakfast of ham, eggs, sausages,
fried potatoes, hot biscuits, hotcakes, and coffee. In Battle Creek they
found fresh air, exercise, rest, "hydrotherapy," a strict vegetarian
diet, and abstinence from alcohol, tobacco, coffee, and tea. Kellogg
experimented with granola; it resembled toasted bread crumbs. He boiled
some wheat, rolled it into thin films, and baked the resulting flakes in
the oven; he acquired a patent in 1891. In 1895 he launched Cornflakes,
which overnight captured a national market. Soon there were forty rival
manufacturers in the Battle Creek area. His brother
William K. Kellogg (1860-1951) was a private and humorless man who
had dropped out of high school and stood in the shadow of flamboyant
John. William, after working many years for his brother, in 1906, broke
away, bought the
corn flakes rights from his brother and set up the Kellogg Toasted
Corn Flake Company.[3] William Kellogg discarded the health food
concept, opting for heavy advertising and commercial taste appeal. His
signature on every package became the company trademark and insurance of
quality.[16][17]
Charles W. Post, a former Kellogg patient, discovered a new angle,
with Postum, a cereal coffee substitute that eliminated most of the
caffeine found in regular coffee. "It Makes Red Blood," the Postum ads
proclaimed. In 1898 he introduced
Grape-nuts, the concentrated cereal with a nutty flavor and in the
late 1890s Post joined the cornflake wars with Post Toasties. Good
business sense, determination, and powerful advertising produced a
multi-million dollar fortune for Post in a few years. After his death in
1914 his company acquired the Jell-O company in 1925, Baker's chocolate
in 1927, Maxwell House coffee in 1928, Birdseye frozen foods in 1929,
and changed its name to General Foods in 1929. Philip Morris tobacco
bought General Foods for $5.6 billion in 1985, merged it with its Kraft
division, then spun off Kraft as independent.[18]
20th century
Breakfast cereal primarily marketed to children, such as
Froot Loops, is commonly brightly colored and high in
sugar.
In 1902
Force wheat flakes became the first ready-to-eat breakfast cereal
introduced into the United Kingdom. The cereal, and the
Sunny
Jim character, achieved wide success in Britain, at its peak in 1930
selling 12.5 million packages.
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. The flour was
refined to remove fiber, which at the time was considered to make
digestion and absorption of nutrients difficult, and
sugar was
added to improve the flavor for children. The new breakfast cereals
began to look starkly different from their ancestors. As one example,
Kellogg's
Sugar Smacks, created in 1953, had 56% sugar by weight.[19]
Different mascots were introduced, such as the
Rice Krispies elves[20]
and later pop icons like
Tony the Tiger and the
Trix Rabbit.
Because of
Kellogg and
Post, the city of
Battle Creek, Michigan was nicknamed the "Cereal Capitol of the
World". Though it was determined by
linguists circa 1993 that the word "Capitol" was misused, and that
actually the homophonic "Capital" had been intended on all of the town's
official signage and tourism errata, the
City Council voted for the -ol form to be kept, citing both
tradition and concerns over appropriating double the amount of local tax
money to the same projects. The error was amended in 2006, because of a
grant from Post and several anonymous donors.[21]
National advertising and General Mills
National advertising in magazines and radio, and after 1950
television, was the key to the emergence in the 1920s of the fourth big
manufacturer, General Mills. In 1921,
James Ford Bell, president of a Minneapolis wheat milling firm,
began experimenting with rolled wheat flakes. After tempering, steaming,
and cracking wheat and processing it with syrup, sugar, and salt, it was
prepared in a pressure cooker for rolling and then dried in an electric
oven. By 1925 Wheaties had become the "Breakfast of Champions." In 1928
four milling companies consolidated as the General Mills Company in
Minneapolis. The new firm expanded packaged food sales by heavy
advertising, including sponsorship of such radio programs as "Skippy,"
"Jack Armstrong, The All-American Boy," and baseball games. Endorsements
by
Jack Dempsey,
Johnny Weissmuller, and others verified the "Breakfast of Champions"
slogan. By 1941 Wheaties had won 12% percent of the cereal market.
Experiments with the puffing process produced
Kix, a puffed corn cereal, and
Cheerios, a puffed oats cereal. Further product innovation and
diversification brought total General Mills sales to over $500 million
annually (18% in packaged foods) by the early 1950s.[22][23]
Processing
Processing is the modification of a grain or mixture of grains
usually taking place in a facility remote from the location where the
product is eaten. This distinguishes "breakfast cereals" from foods made
from grains modified and cooked in the place where they are eaten.
Muesli
Muesli is a 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.[24]
It is available in a
packaged dry form such as
Alpen, or it can be made fresh.
Warm cereals
Most warm 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. Sweeteners, such
as brown sugar, honey, or maple syrup, are often added either by the
manufacturer, during cooking, or before eating.
Canada
Common hot cereals in parts of 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.
Yogurt
is a popular addition to Red River cereal. Many Canadians also enjoy
cereals common to the style pioneered and currently prevalent in the
United States market.
China
In China, porridges such as
rice congee, or those made with other ingredients (including corn
meal or millet) are often eaten for breakfast.
Greece
In Greece,
cornmeal is poured into boiling milk to create a cereal of a thick
consistency which is often served to young children.
Ireland
Ireland is known for their oatmeal. Arguably the most famous variety
of these is steel-cut oatmeal. Oatmeal is very popular in Ireland, and
is a common breakfast there. It is one of Ireland's major culinary
exports, and is widely-available throughout the world. Major brands
include McCann's.
Russia
In
Russia, a breakfast is
kasha, a
porridge of
buckwheat (Russian:
гречка, grechka),
farina (Russian:
манка, manka), or other
grains. Kasha is found throughout much of
Eastern Europe, including
Poland
and
Croatia.
South Africa
Pap is a porridge used in a variety of meals eaten throughout the
day. In the
Afrikaans culture of descendants of Dutch farmers and French
Huguenots, it is usually sprinkled with sugar and then eaten with milk;
it can be made to a very stiff consistency so that it forms – what could
be described as – a softish lumpy crumble (called krummel-pap) or
a more creamy porridge consistency (called slap-pap). It is
generally made from maize ("mealie") meal and is sold under various
brand names. Taystee Wheat is made into a creamy wheat-based porridge.
Porridge brands unique to South Africa include Jungle Oats and Bokomo
Maltabella (made from malted
sorghum).[25]
In other parts of Africa it is known as ugali, sadza,
and banku.
UK
Scotland is famous for its consumption of oats. In
Northern Ireland, UK, the company White's has been milling oats in
Tandragee since 1841.[26]
United States
Oatmeal is popular in the United States. Wheat-based cereals (Cream
of Wheat,
Malt-o-Meal,
Wheatena, etc.) are widely available if less popular.
Grits is
a porridge of native American origin made from corn (maize)
which is popular in
the South.
Gluten-free
Breakfast cereal companies make gluten-free cereals which are free of
any gluten
containing grains. These cereals are targeted for consumers who suffer
from
Celiac Disease. Some companies that produce gluten-free cereals
include Kellogg's, General Mills, Nature's Path and Arrowhead Mills.
See also