Cereal Wars - Sugar Rush | 3
Business Wars
Audible
4.6 • 13.5K Ratings
🗓️ 22 July 2019
⏱️ 30 minutes
🧾️ Download transcript
Summary
World War II is in the rearview mirror, and breakfast cereal is on the brink of a new calorific era. Post Cereals decides to break from its healthful past and start sugar coating its cereals. It’s a move that leaves Kellogg’s and General Mills in a quandary: should they follow Post’s lead or stick to their nutritional traditions?
But sugary cereal isn’t the only new challenge the cereal giants are wrestling with. A new, exciting medium called television is taking off fast and changing the rules of cereal promotion. And this TV and sugar boom is going to put children at the heart of the cereal business.
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Transcript
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| 0:00.0 | Hey, prime members, you can listen to business wars, add free on Amazon music. |
| 0:04.8 | Download the app today. |
| 0:07.0 | It's 1948, and in Battle Creek, Michigan, posts top executives are in the conference room, |
| 0:23.0 | launching on the latest creation to come out of the company's experimental kitchen. |
| 0:28.0 | Sugar Crisp. |
| 0:30.0 | It all started when a post salesman noticed an unfamiliar serial in a Pennsylvania grocery |
| 0:35.6 | store, something called Ranger Joe, a bunch of puffed wheat coated in sticky sugar, and |
| 0:41.9 | packaged in a cellophane bag. |
| 0:44.5 | The salesman had never seen any serial like it before, and neither had the posts head office |
| 0:49.9 | team. |
| 0:51.9 | Next is the nation's number two serial maker, but it's itching to take over the lead from |
| 0:56.3 | Kellogg's. |
| 0:57.8 | Maybe, just maybe this would be the ticket. |
| 1:02.1 | So General Manager Clarence Eldridge directed the company's food scientists to create a |
| 1:07.1 | similar sweetened serial. |
| 1:09.6 | Now he and his team are trying it for the first time. |
| 1:15.0 | After emptying his bowl, Eldridge wipes the milk from his lips with an napkin and |
| 1:19.5 | grins. |
| 1:20.5 | Well, this certainly passes the taste test. |
| 1:24.3 | What's the market research say? |
| 1:26.6 | Post marketing chief answers. |
| 1:29.0 | Everything points to Sugar Crisp being very popular. |
... |
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