Breakfast cereal 82776 224957473 2008-07-11T04:53:02Z TylerPuetz 5684039 Reverted edits by [[Special:Contributions/Cabello123|Cabello123]] to last version by Gogo Dodo (using [[WP:HG|Huggle]]) {{Refimprove|date=June 2008}} [[Image:NCI Visuals Food Meal Breakfast.jpg|thumb|Cold breakfast cereal]] A '''breakfast cereal''' is a [[Fast moving consumer goods|packaged]] food product made from [[cereal]] intended to be consumed as part of a [[breakfast]]. It is usually eaten cold as a ready to eat meal and mixed with a liquid, such as [[milk]] or [[water]], though occasionally [[yoghurt]] and fruit are also added. The exception to the rule are cereals such as [[oatmeal]] and [[porridge]], which are eaten hot. Breakfast cereals are marketed to all ages. For adults, companies such as [[Kellogg Company|Kellogg's]], [[Sanitarium Health Food Company|Sanitarium]], [[Quaker Oats Company|Quaker Oats]], [[Post Cereals|Post]], [[Nestlé]], and [[General Mills]] promote their products for the health benefits gained from eating [[oat]]-based and high-[[Dietary fiber|fiber]] cereals. Manufacturers often fortify breakfast cereals with various [[vitamin]]s and advertise this fact to attract customers. Cereals with relatively high [[sugar]] content are also produced. The breakfast cereal industry is highly profitable, with gross profit margins around 40-45%,<ref> {{cite web |url=http://www.guardian.co.uk/business/2006/dec/28/food.usnews |title=How constipation cure became huge business | Business | The Guardian |publisher=guardian.co.uk |accessdate=2008-04-20 |last= |first= }} </ref> 90% penetration in some markets,<ref> {{cite web |url=http://www.researchandmarkets.com/reports/3509 |title=Breakfast Cereals Market Report - Market Research Reports - Research and Markets |publisher=www.researchandmarkets.com |accessdate=2008-04-20 |last= |first= }} </ref> and steady and continued growth throughout its history.<ref>http://www.mmc.gov.uk/rep_pub/reports/1970_1975/fulltext/067c01.pdf</ref> ==History== Breakfast cereals have their beginnings in the [[Vegetarianism|vegetarian movement]] in the last quarter of the nineteenth century, which influenced members of the [[Seventh-day Adventist Church]] in the United States.<ref> {{cite web |url=http://inventors.about.com/library/inventors/blcereal.htm |title=The History of Breakfast Cereals |publisher=inventors.about.com |accessdate=2008-04-20 |last= |first= }} </ref> The main [[Western culture|Western]] breakfast at that time was a [[full breakfast|cooked breakfast]] of [[Egg (food)|egg]]s, [[bacon]], [[sausage]], and [[beef]]. The first breakfast cereal, [[Granula]] (named after [[Wiktionary:granule|granules]]) was invented in the [[United States]] in 1863 by [[James Caleb Jackson]], operator of the Jackson Sanitorium in [[Dansville, Livingston County, New York|Dansville]], [[New York]] and a staunch vegetarian. The cereal never became popular; it was far too inconvenient, as the heavy bran nuggets needed soaking overnight before they were tender enough to eat. The next generation of breakfast cereals was considerably more convenient, and, combined with clever marketing, they finally managed to catch on. In 1877, [[John Harvey Kellogg]], operator of the [[Battle Creek Sanitarium]] in [[Battle Creek, Michigan]], invented a biscuit made of ground-up [[wheat]], [[oat]], and [[cornmeal]] for his patients suffering from bowel problems. The product was initially also named "Granula", but changed to "Granola" after a lawsuit. His most famous contribution, however, was an accident.<!--How does one accidentally boil wheat, leave it out overnight, and roll it out?--> After leaving a batch of boiled wheat soaking overnight and rolling it out, Kellogg had created wheat flakes. His brother [[Will Keith Kellogg]] later invented [[corn flakes]] from a similar method, bought out his brother's share in their business, and went on to found the Kellogg Company in 1906. With his shrewd marketing and advertising, Kellogg's sold their one millionth case after three years. === Post === [[C. W. Post|Charles William Post]], a patient at the Battle Creek Sanitarium, also made significant contributions to breakfast cereals. After his 1893 visit, he started his own sanitarium, the La Vita Inn, and developed his own coffee substitute, [[Postum]]. In 1897, Post invented [[Grape-Nuts]] and, coupled with a nation-wide advertising campaign, became a leader in the cereal business. === The 20th century === In the 1930s, the first puffed cereal, [[Kix (cereal)|Kix]], went on the market. Beginning 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. Sugar was added, and the once-healthy breakfasts began to look starkly different from their fiber-rich ancestors; Kellogg's [[Honey Smacks|Sugar Smacks]], created in 1953, had 56% sugar by weight.<ref>[http://www.karlloren.com/diet/p35.htm Percentage Of Sugar In Common Foods<!-- Bot generated title -->]</ref> Different mascots were introduced, first with the [[Rice Krispies]] elves and later pop icons like [[Tony the Tiger]] and the [[Trix (cereal)|Trix]] Rabbit. Because of Kellogg, the city of [[Battle Creek, Michigan]] is nicknamed the "cereal city".<ref>[http://www.roadsideamerica.com/sights/sightstory.php?tip_AttrId=%3D13038 Cereal City USA - Closed, Battle Creek, Michigan<!-- Bot generated title -->]</ref> ==Muesli== {{Main|Muesli}} Muesli is a popular breakfast cereal based on uncooked [[rolled oats]], fruit and nuts. It was developed around 1900 by the Swiss physician [[Maximilian Bircher-Benner]] for patients in his hospital.<ref>J.A. Kurmann, et al.: Encyclopedia of Fermented Fresh Milk Products: an international inventory of fermented milk, cream, buttermilk, whey, and related products. Springer Verlang, 1992. Page 75: Bircher Muesli.</ref> It is available in a [[Fast moving consumer goods|packaged]] dry form such as [[Alpen (food)|Alpen]], or it can be made fresh. == Hot cereals == Most hot cereals can be classified as [[porridge]]s, in that they consist of cereal grains which are soaked and/or boiled to soften them and make them palatable. ===Canada=== Common hot cereals in Canada include [[oatmeal]], [[Cream of Wheat]] and [[Red River cereal]]. These hot cereals are typically served with maple syrup or brown sugar and milk or cream. [[Yoghurt]] is a popular addition to Red River cereal. Due to commercial availability, instant oatmeal has become increasingly popular, in flavors such as peaches and cream, maple and brown sugar, and cinnamon raisin. ===China=== In China, a popular breakfast combination is [[Youtiao|fried bread]] and [[rice congee]]. ===Greece=== In Greece, [[cornmeal]] is poured into boiling milk to create a cereal of a thick consistency which is often served to young children. ===India=== In India, a popular breakfast combination is [[Flattened rice|poha]] and [[milk]]. Poha is flattened rice flakes or wheat flakes and mixed with hot milk, sugar or [[jaggery]] and a minute quantity of [[cardamom]], making a wholesome breakfast. This is very popular in [[West India]]. In North India, a similar breakfast is Dalia, made with whole wheat grits. It can be made both sweet(cooked in milk with sugar) or salty (cooked in water using vegetables). The South Indian staple breakfast is [[idli]], [[sambar]], and [[vada]]. Like all traditional South Indian meals, this breakfast is served on a banana leaf. ===Russia=== In Russia, a popular breakfast is [[kasha]], a porridge of buckwheat (гречка), farina (манна), or other grains. Kasha is found throughout much of Eastern Europe, including Poland, Croatia, and Lithuania. ===South Africa=== [[Pap (food)|Pap]] is a kind of porridge used in a variety of African meals eaten throughout the day. In other parts of Africa it is known as ugali, sadza, and banku. Porridge brands unique to South Africa include Jungle Oats and Bokomo Maltabella (made from malted sorghum).<ref>[http://www.satooz.com/category4_1.htm Pronutro, Cereals, Mealie Meal<!-- Bot generated title -->]</ref> ==See also== *[[Cereal box prize]] *[[Cerealicious]] *[[Farina (food)|Farina]] *[[Grits]] *[[List of breakfast cereals]] ==Notes== {{reflist}} == References == *''Breakfast Cereals and How They Are Made'', Elwood F. Caldwell, American Association of Cereal Chemists, 2000, ISBN 1891127152 *''Cerealizing America: The Unsweetened Story of American Breakfast Cereal '', Scott Bruce, Faber & Faber, 1995, ISBN 0571198511 ===External links=== * [http://cerealbuzz.com Cereal Buzz: Breakfast Cereal News & Reviews] * [http://www.acaloriecounter.com/breakfast-cereal.php Breakfast Cereal Compared] - Nutrition facts and ingredients of 50 popular cereals compared side-by-side. * [http://www.mrbreakfast.com/article.asp?articleid=13 The Early Days of Breakfast Cereals] * [http://www.fitnessandfreebies.com/health/cereal.html The History of Cereal] * [http://www.kraftfoods.com/PostCereals/heritage.htm Post Heritage] [[Category:Breakfast cereals| ]] [[fr:Céréales de petit-déjeuner]] [[is:Morgunkorn]] [[he:דגני בוקר]] [[nl:Ontbijtgraan]] [[ja:シリアル食品]] [[ce:Чуьппалгаш]] [[pl:Płatki śniadaniowe]] [[fi:Aamiaismurot]] [[sv:Flingor]]