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
Nesquik (cereal) Nesquik (cereal) Nesquik, also known as Nestlé Nesquik and Nesquik Cereal, is a family of breakfast cereals made by Cereal Partners Worldwide in a joint venture between General Mills and Nestlé, and based on the popular Nesquik product line. Nesquik Cereal was first introduced in the US in 1999. The cereal consists of small, 1 centimetre spheres of chocolate cereal. Nesquik Cereal is most similar to General Mills' Cocoa Puffs; it is also their most direct competitor. Nesquik Cereal is made with whole-grains and is thus a whole-grain cereal. Nesquik Cereal is sold in dozens of countries worldwide such as