Why 74-Year-Old Cheerios Is Still America’s No. 1 Cereal

Puffed oats changed breakfast forever

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It was 1941, and Lester Borchardt had a crazy idea. His employer, General Mills, was looking for a product that would compete with Wheaties and Corn Flakes in the growing ready-to-eat cereal category. The competing brands were made from corn; General Mills placed its bet on oats. But since America already had oatmeal, the company needed a marketing edge.

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