re: Kellogg's goes to war with Breitbart

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The more you know about Kellogg's, the worse it gets.

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Priceonomics : How Breakfast Became a Thing By Alex Mayyasi

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You’ve probably heard that “breakfast is the most important meal of the day.” What you may not know is the origin of this ode to breakfast: a 1944 marketing campaign launched by Grape Nuts manufacturer General Foods to sell more cereal.

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The modern era of breakfast begins with cereal. Before its invention, breakfast was not as standard or routine. "The Romans believed it was healthier to eat only one meal a day," food historian Caroline Yeldham has said . Many Native Americans, Abigail Carroll writes in The Invention of the American Meal , ate bits of food throughout the day (rather than at set meals) and sometimes fasted for days at a time. Of medieval Europe, historians alternatingly write that breakfast was only a luxury for the rich, only a necessity for laborers, or mostly skipped. And while many American colonists ate breakfast, they were reputedly harried affairs that took place after hours of morning work.

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The Invention of Cereal Before cereal represented our over-sugared, overprocessed relationship with food, Americans viewed cereal as a health food. Its origins lie in health sanitariums run in the mid to late 1800s by some familiar names—like Dr. John Harvey Kellogg. It was a reform period when doctors were still often called quacks: Germ theory was just gaining prominence, and Dr. Kellogg’s favorite medical tool was a bath. His malady cures resembled spa treatments; “hydrotherapy” was popular at the time. Kellogg and his peers believed they could improve Americans’ health by changing their diets. They believed that too much meat and too many spices had negative effects, and they preferred whole grains to white breads. A dietary reformer named Sylvester Graham invented the graham cracker in 1827. James Caleb Jackson, who did not allow red meat at his sanitarium, invented a cereal that he named “granula” in 1863. And James Kellogg developed granola or corn flakes in the 1890s.

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