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 undermine digestion and absorption of nutrients, and sugar was added to improve the flavor for children. The new breakfast cereals began to look starkly different from their ancestors. Ranger Joe, the first pre-sweetened breakfast cereal of sugar-coated puffed wheat or rice, was introduced in the US in 1939. Kellogg's Sugar Smacks, created in 1953, had 56% sugar by weight.Percentage Of Sugar In Common Foods Different mascots were introduced, such as the Rice Krispies elves"Breakfast Pals" (1939), Prelinger Archives; producer Cartoon Films, Ltd; sponsor Kellogg (W.K.) Co. and later pop icons like Tony the Tiger and the Trix Rabbit.
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 undermine digestion and absorption of nutrients, and sugar was added to improve the flavor for children. The new breakfast cereals began to look starkly different from their ancestors. Ranger Joe, the first pre-sweetened breakfast cereal of sugar-coated puffed wheat or rice, was introduced in the US in 1939. Kellogg's Sugar Smacks, created in 1953, had 56% sugar by weight.Percentage Of Sugar In Common Foods Different mascots were introduced, such as the Rice Krispies elves"Breakfast Pals" (1939), Prelinger Archives; producer Cartoon Films, Ltd; sponsor Kellogg (W.K.) Co. and later pop icons like Tony the Tiger and the Trix Rabbit