Editing Breakfast cereal (section)

===National advertising===

Kellogg began the breakfast cereal marketing and introduced the first in-box prize in the early 1900s.<ref name="nyt2016">{{cite news |last1=Severson |first1=Kim |title=A Short History of Cereal |url=https://www.nytimes.com/interactive/2016/02/22/dining/history-of-cereal.html |access-date=9 February 2020 |work=The New York Times |date=22 February 2016}}</ref> Quaker Oats entered the market with Puffed Rice and Wheat Berries it had introduced at the [[Louisiana Purchase Exposition|1904 World Fair]], with raw grains shot with hot compressed air from tubes, popping up to many times their size.<ref name="cruikshank">{{cite book |last1=Cruikshank |first1=Jeffrey L. |last2=Schultz |first2=Arthur W. |title=The man who sold America : the amazing (but true!) story of Albert D. Lasker and the creation of the advertising century |date=2010 |publisher=Harvard Business Press |isbn=9781422161777 |pages=[https://archive.org/details/manwhosoldameric0000crui/page/102 102]–104 |url=https://archive.org/details/manwhosoldameric0000crui |url-access=registration |access-date=9 February 2020}}</ref> They were marketed as a revolution in food science.<ref name="nyt2016"/> In the 1920s, national advertising in magazines and radio broadcasts played a key role in the emergence of the fourth big cereal manufacturer, [[General Mills]]. In 1921, [[James Ford Bell]], president of a Minneapolis wheat milling firm, began experimenting with rolled wheat flakes. After tempering, steaming, cracking wheat, and processing it with syrup, sugar, and salt, it was prepared in a pressure cooker for rolling and then dried in an electric oven. By 1925, [[Wheaties]] had become the "Breakfast of Champions". In 1928, four milling companies consolidated as the General Mills Company in Minneapolis. The new firm expanded packaged food sales with heavy advertising, including sponsorship of radio programs such as "[[Skippy (comic strip)|Skippy]]", "[[Jack Armstrong, the All-American Boy|Jack Armstrong, The All-American Boy]]", and baseball games. [[Jack Dempsey]], [[Johnny Weissmuller]], and others verified the "Breakfast of Champions" slogan. By 1941 Wheaties had won 12% percent of the cereal market. Experiments with the puffing process produced [[Kix (cereal)|Kix]], a puffed corn cereal, and [[Cheerios]], a puffed oats cereal. Further product innovation and diversification brought total General Mills sales to over $500 million annually (18% in packaged foods) by the early 1950s.<ref>Tom Forsythe, et al. ''General Mills: 75 Years of Innovation, Invention, Food & Fun'' (2003)</ref><ref>James Gray, ''Business Without Boundary: The Story of General Mills'' (1954)</ref> In 1944 General Foods launched a marketing campaign for Grape Nuts, focusing on nutritional importance of breakfast.<ref name=atlantic2016/>