Breakfast cereal Oats Company made a candy-coated puffed cereal, a wheat-based product similar to Cracker Jack's candy-coated popcorn. Ranger Joe, the first pre-sweetened breakfast cereal, and little more than candy-coated puffed wheat or rice, was introduced in the US in 1939. After World War II, the big breakfast cereal companies—now including General Mills, who entered the market in 1924 with Wheaties—increasingly started to target children. The flour was refined to remove fiber, which at the time was considered to undermine digestion and absorption of nutrients, and sugar was added to improve the flavor for children. The new breakfast cereals began to look
Clackers cereal and formulated to be crunchy in milk for longer periods than the mean average for breakfast cereals, Clackers was primarily marketed for those younger than thirteen years of age. But the cereal was not a major success for General Mills, partially because the commercials, which many adult viewers considered annoying, actually overshadowed the cereal itself. The untimely delivery of toy dune buggies to be used in a promotion also doomed the cereal to failure. General Mills discontinued production of its Clackers brand in 1973. Clackers cereal Clackers was the name of a breakfast cereal that the General Mills Corporation manufactured