Chuck Bryant

I mean, with sugar crisp.

I think they call it golden crisp now because you like a mob with torches and pitchforks would come after you if you called your cereal sugar crisp.

Yeah.

But it's the same thing.

And that came out in the 40s.

So by the time the 60s were around, you had a lot of different sugary cereals and Kellogg's and Post were making a lot of them.

But the upshot of the cereal market being established is there's not a lot of new things you can do.

You can come up with a new cereal and it'll be kind of a hit or not.

And that's about all you can do.

So they started looking for entirely new products to kind of fill, like I said, this vacuum that was being left by second wave feminism, getting women out of the house and into the workplace.

So they were like, we need to come up with convenience foods that are even more convenient than cereal.

Yeah, then pouring something out of a box and adding milk.

And then reading the back of the box.

Or water in the case of, was that Fridays?

You better put some water in that damn box.

I love that one.

So classic.

So this was also a time a post-war sort of food science boom was happening where they were making all this sort of dehydrated space age astronaut food and stuff like that.

So that had a lot to do with it as well.

And Post was experimenting with that stuff and experimenting with wrapping things in foil, dehydrating or partially dehydrating stuff.