가을바람님의
통찰력 넘치는 글을
즐독하고 있습니다.
그런데 볶은 곡식 이야기를 읽으면서
건강기별은 화잇이 시작한 것도 아니고
볶은곡식도 그 분의 창작품(?)이 아닌데 하는 생각이 들었읍니다.
참고로 씨리얼의 역사에 대한글을 올립니다. 혹시 참고가 되까하고.
Enter Dr. James Caleb Jackson, an active abolitionist, health advocate and founder of the famous Jackson Sanitarium in New York. Jackson was a firm believer in the healing and cleansing properties of water. By mixing water with graham flower and baking it, Jackson developed the first “ready-to-eat” cereal, Granula. The cereal was tasteless and had to be soaked overnight in milk before eating. Though it may not sound very appetizing, Granula struck a chord with some folks, and the Our Home Granula Company was born. Sanitariums like Jackson’s are largely responsible for the early versions of our beloved breakfast cereals.
In 1866, a follower of Jackson’s, Ellen White (founder of the Seventh Day Adventist Church), started the Western Health Reform Institute in Battle Creek, Michigan with her husband James. The early years of the Institute were unremarkable, and attendance was low. In 1886, Ellen took a chance on young John Harvey Kellogg when she hired him to help market her sanitarium. White paid for Kellogg to study at New York’s Belleview Hospital, where he began thinking of ways to make ready-to-eat cereals available to the masses. When he returned to Battle Creek, Kellogg took over the struggling Institute and renamed it the Battle Creek Sanitarium. He advocated a vegetarian diet and told patients to “eat what the monkeys eat – simple food and not too much of it.” At the sanitarium, Kellogg taught his unorthodox fitness program to several celebrities, including President Taft, Amelia Earhart and Thomas Edison.
Kellogg also created a cereal like Jackson’s and even named it Granula, until a lawsuit forced him to change the name to Granola. Together with his brother, Will Kellogg, John developed the first commercial cereal flake. Their cereal, Granose Flakes, hit the market in 1896. A rift developed between the two brothers. After 22 years, Will parted ways with John and the sanitarium. He went on to form the Battle Creek Toasted Corn Flake Company, which came to be known as the Kellogg Company in 1925.
Battle Creek, Michigan was a hotspot for the growing cereal industry. By 1902, 40 cereal brands, including Post, had emerged in the area. It was also in Battle Creek that Dr. Alexander P. Anderson developed a way of making puffed rice by shooting grains of rice from a cannon. He sold this method to Quaker Oats, who introduced the first puffed rice cereal in 1905.
In the early 1900s, the Swiss joined the cereal craze when Dr. Maximilian Bircher-Benner developed a mixture called Muesli for his hospital patients. The cereal mixture featured uncooked rolled oats, dried fruit, and nuts. It was inspired by a dish Bircher-Benner and his wife had been served while hiking through the Swiss Alps. Originally, it was served with orange juice instead of milk. Muesli was introduced to Great Britain as early as 1926, and was widely thought of as a “fringe” health food until it gained popularity in the 1960s. Today, it is one of the most popular breakfast cereals in Europe.
As you can see, early cereals were developed and consumed as health food. That all changed in 1939 when the first sweetened cereal, Ranger Joe Popped Wheat Honnies, debuted on grocery store shelves. From that point forward, sweetened cereals grew in popularity, eventually becoming the norm. Radio and television advertisements propelled breakfast cereals into popularity. Product placement in children’s television became the popular marketing choice for cereal companies. Cartoon characters didn’t just appear on the box—producers worked cereal brands into their stories, and characters frequently gorged themselves on sugary cereals in what amounted to 30-minute infomercials. This changed in 1969, when the FCC ruled that characters in children’s shows must not appear in commercial messages during the show itself. By then, it was too late… children had become the target audience of choice for cereal brands. Advertising practices changed, but the goal was the same, and kids were completely hooked on cereal. The rest is Saturday morning cartoon history.
