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
Honeycomb (cereal) clubhouse called the Honeycomb Hideout in which the visitor had arrived, initially hostile, and exclaimed a need for a "big" taste. Then, the kids had introduced the visitor to the cereal, winning over the visitor, examining the size of the cereal bits with a tape measure and singing the jingle: During the 1980s, the cereal offered the Honeycomb Hideout Club for children, distributing badges, membership cards and clubhouse toy incentives on specially marked box tops. The jingle was spoofed on the "Futurama" episode entitled "The Sting" in 2003. Honeycomb Kid sought what he called "The Honeycomb Secret." Honeycomb Kid had