Chuck Bryant

Electric light bath.

Electric light bath.

Yes, I remember that.

It was like one of those one person steam rooms where your head stuck out, but it was light.

Exactly.

Yeah.

So that's what was going on at Battle Creek.

But C.W.

Post tries that Kellogg Corn Flake, says, I love this stuff.

I'm going to form a company to make it.

And the Post Company was formed in 1895.

And it was about 10 or 11 years after that that Kellogg got into the cereal business like legit wise and established their Battle Creek Toasted Corn Flake Company.

Yeah.

So they're like, we're going to sell these things outside of the sanitarium.

And now Post and Kellogg's were direct competitors in this new emerging cereal market that those two companies created out of thin air.

By the time the 60s roll around, a good half a century later, breakfast cereal was a thing.

It had been healthy, healthy, healthy.

And then I think starting in 1948, Sugar Crisp was the first sugar cereal that came out.

And it was like, wow, they went full bore right out of the gate.

Yeah.