A few months ago I wrote about the “high margin-to-cost” breakfast cereal business. I have a few more thoughts, this time not specifically about the product itself, but about the pervasive use of fruity words in the naming of those breakfast cereals. Continue reading
Category Archives: Marketing Strategies
Breakfast Candy
Let’s talk about breakfast cereals, shall we? Developed by a couple of enterprising health spa owners from Battle Creek, Michigan, they originally provided an economical use for the crumbs that fell to the bottom of the bread ovens. The word “cereal,” which simply means grain, comes from Ceres, the Roman goddess of agriculture. Breakfast cereal? That’s a marketing term. Continue reading
The Message
Today I’d like to speak about something that has been on my mind all week, and that something is “the message.”
As we all know, over the past 100 years the processed food industry has developed ever more sophisticated strategies for influencing the public to purchase an ever-growing proportion of processed edibles to replace real food. And the industry has been so successful in this endeavor, if you want to call it that, that ⅔ of Americans are now overweight, and 50 percent are expected to carry a diagnosis of diabetes by age 65. Continue reading