 Even a black hole was shown as exploding when the third biscuit was sucked into it.Phrases such as "I bet you can't eat three" and "He must have eaten three" were in common use as humorous remarks in the 1970s and 1980s, with celebrities such as Brian Clough, Peter Shilton, Richard Kiel and Ian Botham all 'unable' to eat three.A later UK poster advertisement for Carling Black Label showed a bowl with four Shredded Wheat and the caption "I bet he drinks Carling Black Label."