The Great American Cereal Book

Fuelled by advertising billions and some of the most aggressive and creative marketing in history, The Great American Cereal Book is a pop culture compendium of breakfast cereal history, lore, and over 300 photographic images from the last 100 years. Cereal and their cartoon spokes-characters are some of the most enduring pop culture icons of the 20th century. We immediately recognise Tony the Tiger, Count Chocula, Quisp, and Quake, and remember their slogans, 'Silly rabbit, Trix are for kids!' and They're grrreat!' Generously illustrated with images of all of our favourites, including Cheerios, Cocoa Puffs, Frosted Flakes, Grape-Nuts, and Trix., The Great American Cereal Book celebrates the birth of the first ready-to-eat cereal in the 1860s (a hard-as-rocks concoction called 'Granula') and explores the evolution that followed, from the domination of Kellogg's through the onset of challengers, Quaker Oats, then the pre-sweetened wave of Nestle, and the advent of postmodern cereal such as Smorz and Homer's Cinnamon Donut Cereal. Showcasing the best and most recognisable breakfast cereals and their packaging, and offering behind-the-scenes stories about the creation of these iconic kitchen table characters, Gitlin's humorous commentary sheds light on how our morning breakfast cereal has morphed into a cultural obsession.