The Business of Food with Steve Alexander
https://serve.castfire.com/audio/8484188/8484188_2026-06-30-164128.64kmono.mp3 [https://serve.castfire.com/audio/8484188/8484188_2026-06-30-164128.64kmono.mp3] Whether you eat it for breakfast or another meal, cereal is arguably the most popular item in the grocery store. The cereal aisle is big for a reason: Industry and government figures show Americans purchase roughly 2.5 billion boxes of cereal every year, which translates to roughly 10 to 14 pounds of cereal per person. 94% of Americans buy cereal at some point during the year, usually two boxes per trip. And we owe it all to an invention more than 120 years ago by a fellow in Battle Creek, Michigan, named Will Keith Kellogg. It’s a fascinating history. Will founded the Battle Creek Toasted Corn Flake Company, which became the Kellogg company, and is now WK Kellogg Co. In the late 1800s, Will and his brother, John, ran a sanitarium in Battle Creek based on the health and dietary principles advocated by the Seventh-Day Adventist Church. The brothers pioneered the process of making flaked cereal, which Will wanted to keep secret because of the commercial potential. But, John allowed anyone in the sanitarium to observe the flaking process and one sanitarium guest, C. W. Post [https://en.wikipedia.org/wiki/C._W._Post], copied the process to start his own company. That company became Post Cereals [https://en.wikipedia.org/wiki/Post_Holdings] and, later, General Foods [https://en.wikipedia.org/wiki/General_Foods]. Will wasn’t happy about that and he left the sanitarium to start his own cereal company. Today, the cereal company he founded is called WK Kellogg Co and is part of the giant Ferrero food company. In the audio clip above, Doug VanDeVelde, Chief Growth Officer at WK Kellogg, tells WGN’s Steve Alexander that “We really see ourselves as being in the business of joy. We’ve put the toys back in the box.” The original “happy meal,” if you think about it. (If you’re of a certain age, you may remember battles with siblings to see who got the toy first, or arguing with your mother about having to eat all the cereal before you could get down to where the toy was.) VanDeVelde said Kellogg’s newest initiative is SPOONS, an acronym designed to make it easier for cereal shoppers to find what they’re looking for: S – Simple ingredients: VanDeVelde says many Kellogg’s cereals are made with ingredients you’d find in your pantry – cooked in a similar way you’d make grains at home, just in larger batches! In fact, 75% of Kellogg’s cereals are simply puffed, toasted, flaked or shredded. P – Protein: He says adding milk to cereal brings grains and protein together to offer an easy, effective solution for building meals to help manage hunger and support wellness. VanDeVelde points to a study showing a bowl of cereal and milk has as much protein as an egg. O – Outstanding fiber: VanDeVelde points out surveys showing nearly 95% of people don’t get enough fiber. He says WK Kellogg has more than 140 options that have 3-17g per serving. O – Other nutritious foods: Cereal makes it easy to create balanced meals, bringing whole grains, fruit and dairy together to give people choices they can feel good about. N – Nutrients you need: WK Kellogg says cereal provides essential vitamins, minerals and nutrients – such as fiber, whole grains, iron and folate – that most people don’t get enough of in their daily diet. Add milk and there is the added benefit of calcium and vitamin D. S – Single-digit sugars: Often criticized for its sugar content, especially cereals marketed to kids, WK Kellogg points out that nearly half of its cereals have 10 grams or less of added sugar per serving, including a new lower-sugar option for Frosted Flakes. WK Kellogg Co Continues Transformation of Cereal Aisle with Roll-Out of SPOONS On-Pack Nutrition Guide [https://www.multivu.com/wk_kellogg_co/image/9376051-WKKC-Video.jpg]https://www.prnewswire.com/news-releases/wk-kellogg-co-continues-transformation-of-cereal-aisle-with-roll-out-of-spoons-on-pack-nutrition-guide-302783819.html# SPOONS will be applied to classic brands, including Kellogg’s All-Bran, Kellogg’s Corn Flakes, Kellogg’s Frosted Mini-Wheats, Kellogg’s Raisin Bran and Kellogg’s Rice Krispies throughout the United States. 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