The goal of both Kellogg and Post, their arch rival, was to expand into the breakfast market beyond the success of their cereal products such as Fruit Loops, Mini-Wheats and Apple Jacks. They wanted to create a quick and healthy breakfast mom’s could hand their kids as they’re running out the door.
The vision: convenience, convenience, convenience, and one of the executive’s daughter’s wish for dessert at breakfast.
Pop-tarts were invented in 1964 and are TODAY the most popular product in Kellogg’s portfolio.
Later the book details products like Lunchabes and other successful moves to eliminate food preparation and increase convenience. The cost has been an obesity epidemic that continues to spiral.
The solution? Inconvenience and lower spending. Examples:
- prepare meals with their base ingredients instead of prepared or fast food meals (or better yet garden!)
- use a push mower instead of a gas/electric machine (or worse ride on)
- walk or pedal around town instead of driving
... and so much more.
What are you doing to curb the crimes of convenience?