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The first
two titans of cereal
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00:00:04,265 --> 00:00:07,050
created a $398 billion industry
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00:00:07,181 --> 00:00:09,879
and revolutionized the most
important meal of the day.
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00:00:11,098 --> 00:00:12,882
And now, in the 1960s,
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00:00:13,013 --> 00:00:14,927
they're gearing
up to do it again,
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00:00:16,407 --> 00:00:18,409
with a new arsenal
of innovations.
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00:00:18,540 --> 00:00:21,717
What would normally
take someone hours to bake
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00:00:21,847 --> 00:00:24,589
was suddenly there, popping
up in a matter of moments.
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00:00:25,895 --> 00:00:28,071
There was no product
like this in stores.
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00:00:28,202 --> 00:00:30,639
It was almost a new
category of food.
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00:00:30,769 --> 00:00:32,249
A rivalry
is renewed.
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00:00:33,337 --> 00:00:35,122
I told you we
needed to act now.
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00:00:35,252 --> 00:00:36,558
These guys have
been duking it out
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00:00:36,688 --> 00:00:38,560
since the early part
of the 20th century.
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00:00:39,909 --> 00:00:42,303
They'll channel
the power of modern technology.
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00:00:42,433 --> 00:00:45,523
The first company to
harness toaster technology
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00:00:45,654 --> 00:00:46,655
in the breakfast market
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00:00:46,785 --> 00:00:47,873
stands to make millions.
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00:00:49,440 --> 00:00:52,226
Completely
reinvent how food is sold.
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00:00:52,356 --> 00:00:54,750
There's a way
to reach consumers
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00:00:54,880 --> 00:00:57,231
in a way there never
has been before.
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00:00:57,361 --> 00:00:58,362
Yabba dabba doo!
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00:00:58,493 --> 00:00:59,798
What was not to love?
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00:00:59,929 --> 00:01:01,539
It was an edible cartoon.
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00:01:01,670 --> 00:01:02,845
They taste like joy.
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00:01:04,716 --> 00:01:05,935
And
revolutionize the way
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00:01:06,066 --> 00:01:07,719
Americans start their day.
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00:01:09,156 --> 00:01:12,637
Now, you have created
a new breakfast category,
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00:01:12,768 --> 00:01:15,510
a new taste sensation,
an innovation,
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00:01:15,640 --> 00:01:18,817
and something that will populate
American breakfast tables
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for years to come.
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00:01:45,192 --> 00:01:48,673
It's 1962,
and for the past 70 years,
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ready-made breakfast
has been a battleground
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between two major players,
Kellogg's and Post.
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00:01:56,638 --> 00:02:00,903
Before then, most breakfasts
were leftovers, meats, eggs.
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00:02:01,033 --> 00:02:04,428
Suddenly, there is this
move to things like cereal,
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00:02:04,559 --> 00:02:05,690
and it's quick.
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00:02:05,821 --> 00:02:06,865
Since
its inception,
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00:02:06,996 --> 00:02:09,651
Kellogg's has pioneered
healthy cereals
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00:02:09,781 --> 00:02:13,089
like Corn Flakes,
Special K, and All-Bran.
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00:02:13,220 --> 00:02:16,136
While Post has its
flagship icon Grape Nuts,
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00:02:16,266 --> 00:02:17,963
they're largely
following Kellogg's
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00:02:18,094 --> 00:02:20,401
with imitations like their
version of Corn Flakes,
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00:02:20,531 --> 00:02:22,054
Post Toasties.
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00:02:22,185 --> 00:02:24,231
They've got Post
Rice Krinkles,
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00:02:24,361 --> 00:02:26,755
sort of just the bad
version of Rice Krispies.
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00:02:26,885 --> 00:02:28,235
People just said "No."
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00:02:28,365 --> 00:02:29,845
They looked at it
and they was like,
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00:02:29,975 --> 00:02:32,064
"Oh, if I want Rice Krispies,
I'll just get Rice Krispies.
50
00:02:32,195 --> 00:02:33,457
I don't need to
buy Rice Krinkles."
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00:02:33,588 --> 00:02:36,982
Post has always sort of been
second fiddle to Kellogg's.
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00:02:43,685 --> 00:02:46,949
Now, Post
Cereal has a new president.
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C.W. Cook, he's clearly
a very ambitious guy.
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When he becomes
president in '62,
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it's almost like when, you know,
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00:02:53,956 --> 00:02:55,392
when Kennedy became president,
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00:02:55,523 --> 00:02:56,872
he was like, "We're gonna
send man to the moon."
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00:02:57,002 --> 00:02:59,309
I think C.W. Cook,
his own moonshot,
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00:02:59,440 --> 00:03:02,530
was, "We're gonna be number
one in breakfast foods."
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00:03:02,660 --> 00:03:04,923
Cook wants to
get there with innovation,
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00:03:05,054 --> 00:03:06,360
not imitation.
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00:03:07,665 --> 00:03:09,798
Post, they've been
losing the big games,
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00:03:09,928 --> 00:03:12,540
and they wanna win a
championship, finally.
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00:03:19,547 --> 00:03:21,418
Cook directs
his top food technician,
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00:03:21,549 --> 00:03:22,898
Stan Reesman,
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00:03:23,028 --> 00:03:26,162
to create a product to lead
Post into a new frontier.
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00:03:26,293 --> 00:03:27,729
He's a product
development guy,
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00:03:27,859 --> 00:03:29,470
and he's tasked
with coming up with,
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00:03:29,600 --> 00:03:30,775
really, food innovations.
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00:03:30,906 --> 00:03:34,257
Stan Reesman has been
at Post for 20 years,
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00:03:34,388 --> 00:03:36,651
and he really wants
to leave his mark.
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Okay, Stan.
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00:03:50,447 --> 00:03:51,231
I'll bite.
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00:03:53,015 --> 00:03:54,582
What's with the dog food?
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00:03:56,932 --> 00:03:59,195
Reesman's
unprecedented strategy
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00:03:59,326 --> 00:04:01,937
is to actually pivot
Post away from cereal.
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00:04:03,243 --> 00:04:05,636
At the time, there's
a popular product
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00:04:05,767 --> 00:04:08,552
that was a dog food
called the Gaines Burger,
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which was really innovative,
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00:04:10,250 --> 00:04:13,601
because you had a
soft form of dog food
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00:04:13,731 --> 00:04:15,603
that didn't require refrigeration,
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00:04:16,995 --> 00:04:18,910
so you didn't have to
worry about it spoiling
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00:04:19,041 --> 00:04:20,912
and getting a lot of bacteria.
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00:04:21,043 --> 00:04:23,088
The thing is, the process
of making Gaines Burgers
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00:04:23,219 --> 00:04:25,613
was a process of dehydration.
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00:04:25,743 --> 00:04:28,485
Moisture is
notoriously unforgiving
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00:04:28,616 --> 00:04:31,183
when it comes to
bacteria, and pathogens,
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and all kinds of stuff
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00:04:32,489 --> 00:04:34,404
that will send you
running to the bathroom.
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00:04:34,535 --> 00:04:36,406
So, he was looking
at that and thinking,
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00:04:36,537 --> 00:04:38,365
"Okay, what else can
we make for breakfast
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00:04:38,495 --> 00:04:39,757
using this process?"
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00:04:40,889 --> 00:04:43,761
We're about to
reinvent breakfast.
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00:04:45,372 --> 00:04:46,721
You gotta give him credit,
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for a guy who
looked at dog food,
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00:04:48,549 --> 00:04:51,595
and he sees maybe the
future of breakfast.
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00:04:58,602 --> 00:05:00,300
Meanwhile,
Kellogg's executive
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00:05:00,430 --> 00:05:02,345
William LaMothe has
worked his way up
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00:05:02,476 --> 00:05:04,216
through the ranks of
the cereal company
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00:05:04,347 --> 00:05:06,044
for the last 12 years.
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00:05:06,175 --> 00:05:08,656
William E. LaMothe
is a true go-getter.
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00:05:08,786 --> 00:05:10,135
Straight out of
Fordham University,
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00:05:10,266 --> 00:05:11,746
he goes to work for Kellogg's,
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00:05:11,876 --> 00:05:13,182
and immediately shows
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an incredible aptitude
for advertising,
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00:05:15,140 --> 00:05:18,100
so much so that he
eventually gets promoted
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00:05:18,230 --> 00:05:21,016
to vice president of product
development and marketing.
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00:05:22,713 --> 00:05:23,888
Under
LaMothe's leadership,
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00:05:24,019 --> 00:05:27,065
Kellogg's has had success,
starting in the '50s,
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00:05:27,196 --> 00:05:29,372
by leaning into
a new demographic
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who they believe
is not looking for
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bland, nutritious cereals.
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00:05:33,289 --> 00:05:34,551
Now, the
sort of war years,
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00:05:34,682 --> 00:05:36,510
you saw sugar rationing
and everything.
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00:05:36,640 --> 00:05:38,816
Post-war, you've got all
those resources back.
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00:05:38,947 --> 00:05:41,341
You've also got all these
people coming back from war,
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all these kids being born.
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00:05:43,038 --> 00:05:44,518
Kids, of course, love sugar,
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00:05:44,648 --> 00:05:46,911
so that by the time you
get into the '50s and '60s,
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00:05:47,042 --> 00:05:51,307
you've got an entirely
new category of consumer,
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00:05:51,438 --> 00:05:52,569
consuming, believe it or not,
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19 billion bowlfuls of
sugary cereal per year.
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00:05:57,618 --> 00:05:59,533
That is a huge market.
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00:05:59,663 --> 00:06:01,361
Kellogg's
sugary pioneers,
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00:06:01,491 --> 00:06:04,712
including Sugar Pops, Sugar
Smacks, and Frosted Flakes,
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00:06:04,842 --> 00:06:08,498
have cemented them as the
most popular cereal company.
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00:06:08,629 --> 00:06:10,413
But Kellogg's can't lay claim
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00:06:10,544 --> 00:06:12,807
to having the top
cereal in the country.
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00:06:12,937 --> 00:06:16,027
That honor belongs to a
bland, unsweetened, oat cereal
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00:06:16,158 --> 00:06:17,594
from a smaller company.
131
00:06:17,725 --> 00:06:18,987
So, there's General Mills.
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00:06:19,117 --> 00:06:23,948
They had the number
one cereal in America.
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00:06:24,079 --> 00:06:26,298
Cheerios,
with power protein.
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00:06:26,429 --> 00:06:29,345
Kellogg's basically
invented breakfast.
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00:06:29,476 --> 00:06:31,521
It drives LaMothe crazy
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00:06:31,652 --> 00:06:33,697
that they don't have
the number one cereal.
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00:06:33,828 --> 00:06:36,526
LaMothe tried to
capture the magic of Cheerios
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00:06:36,657 --> 00:06:38,441
with his own oat cereal.
139
00:06:38,572 --> 00:06:40,878
Kellogg's new OKs.
140
00:06:41,009 --> 00:06:43,794
But OKs cereal
fails to gain traction,
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00:06:43,925 --> 00:06:46,101
and sales have been
in a steady decline.
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00:06:47,494 --> 00:06:49,539
OK is not really a fun cereal.
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00:06:49,670 --> 00:06:51,323
K is not a really fun letter.
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00:06:51,454 --> 00:06:53,761
Why would you choose
a name like OKs?
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00:06:53,891 --> 00:06:57,242
Why would you want to have
a cereal that's just okay?
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00:06:57,373 --> 00:07:00,028
OKs
is losing money,
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00:07:00,158 --> 00:07:02,378
but despite pressure
from the Kellogg's board
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00:07:02,509 --> 00:07:04,206
to stop production,
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00:07:04,336 --> 00:07:07,383
LaMothe refuses to admit defeat.
150
00:07:07,514 --> 00:07:08,950
LaMothe is the
kind of guy that,
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00:07:09,080 --> 00:07:11,605
if he had 10 successes
and one failure,
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00:07:11,735 --> 00:07:14,085
he would obsess about
that one failure.
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00:07:14,216 --> 00:07:15,565
Gimme another month.
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00:07:29,405 --> 00:07:31,842
LaMothe is
about to risk his reputation
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00:07:31,973 --> 00:07:34,932
on a last-ditch idea to
salvage his OKs debacle.
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00:07:40,416 --> 00:07:43,898
You can save millions of
dollars, and tons of time,
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00:07:44,028 --> 00:07:46,030
in figuring out ways to use
what you've already got,
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00:07:46,161 --> 00:07:47,379
and figure out a way
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00:07:47,510 --> 00:07:49,425
to creatively put a fresh
coat of paint on them
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00:07:49,556 --> 00:07:50,557
that doesn't require
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new lines being built
at your factories.
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He sees how well
Cheerios is doing,
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00:07:56,737 --> 00:08:00,262
and they're essentially these
little, beautiful O shapes.
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00:08:00,392 --> 00:08:02,569
LaMothe makes
the decision to ditch the K
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00:08:02,699 --> 00:08:04,179
and just sell the Os,
166
00:08:05,528 --> 00:08:07,748
but to avoid simply
being a Cheerios clone,
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00:08:07,878 --> 00:08:09,358
he ups the ante.
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00:08:09,489 --> 00:08:11,316
Let's go with
what we know works.
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Starting with the word sugar.
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00:08:15,364 --> 00:08:18,193
Realizing that he really
can't dethrone Cheerios,
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00:08:18,323 --> 00:08:19,934
LaMothe says to
himself, you know what?
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I am not gonna be outdone in
this sugary cereal market.
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00:08:24,025 --> 00:08:25,766
But it's his
next innovation that will
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00:08:25,896 --> 00:08:29,509
make this cereal unlike
any that have come before,
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00:08:29,639 --> 00:08:31,598
trying to incorporate a flavor
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that has yet to be used
in any Kellogg cereal.
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Fruit.
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They absolutely do
not have any real fruit,
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but they taste like
what people imagine
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00:08:43,261 --> 00:08:44,959
fruit should taste like.
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00:08:45,089 --> 00:08:46,177
They taste like joy.
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00:08:47,439 --> 00:08:48,789
It looks like Cheerios,
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00:08:48,919 --> 00:08:52,444
but a little bit more
fantastical, and exciting,
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00:08:52,575 --> 00:08:54,316
and kid-like.
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00:08:54,446 --> 00:08:55,360
They weren't
different flavors,
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but they were different colors.
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Very cool, very exciting.
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Unlike anything that
Kellogg's had ever had before.
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00:09:04,369 --> 00:09:06,154
LaMothe's new creation
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00:09:06,284 --> 00:09:09,853
will evolve into a brighter
cereal with six different colors
191
00:09:09,984 --> 00:09:13,509
and will one day sell more
than 90 million boxes a year
192
00:09:13,640 --> 00:09:15,816
and become a cereal aisle icon.
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00:09:17,426 --> 00:09:18,819
Fruit Loops.
194
00:09:20,516 --> 00:09:22,344
But right now,
it's just another sugary cereal
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00:09:22,474 --> 00:09:24,476
in a crowded market.
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00:09:24,607 --> 00:09:27,044
LaMothe knows he
needs another big hook
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00:09:27,175 --> 00:09:28,568
to set Fruit Loops apart.
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00:09:30,352 --> 00:09:32,136
While LaMothe has his sight set
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00:09:32,267 --> 00:09:34,878
on having the nation's
number one cereal,
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00:09:35,009 --> 00:09:38,665
his rivals at Post are
thinking bigger, beyond cereal.
201
00:09:41,624 --> 00:09:43,626
Stan Reesman has
been experimenting
202
00:09:43,757 --> 00:09:45,367
with Gaines Burger dog food
203
00:09:45,497 --> 00:09:49,327
and ways to apply its food
dehydration technology.
204
00:09:49,458 --> 00:09:53,636
One food that really
dehydrates well is fruit.
205
00:09:53,767 --> 00:09:56,247
It can be dry, but it
still has its flavor.
206
00:09:56,378 --> 00:09:57,684
So, Stan Reesman
wants to figure out
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00:09:57,814 --> 00:10:01,122
how to use dehydrated fruit
in a breakfast product.
208
00:10:02,340 --> 00:10:03,733
Maybe we can make
a breakfast pastry
209
00:10:03,864 --> 00:10:05,605
so it's not completely dry,
210
00:10:05,735 --> 00:10:07,563
but you don't have
to refrigerate it.
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00:10:07,694 --> 00:10:08,825
Reesman has set
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00:10:08,956 --> 00:10:11,349
a near-impossible
task for himself,
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00:10:11,480 --> 00:10:14,004
and it would be a first
in the breakfast market.
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00:10:14,135 --> 00:10:18,052
Create a dehydrated,
shelf-stable fruit pastry.
215
00:10:18,182 --> 00:10:19,836
Anyone who's ever
gone to a bakery
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00:10:19,967 --> 00:10:23,057
and bought pastries
knows they go stale.
217
00:10:23,187 --> 00:10:26,277
Jellies, equally, turn
spoiled, go rancid,
218
00:10:26,408 --> 00:10:29,541
and become a health hazard,
let alone taste terrible.
219
00:10:29,672 --> 00:10:32,762
This is a very challenging
scientific problem,
220
00:10:32,893 --> 00:10:34,285
and if you can figure that out,
221
00:10:34,416 --> 00:10:36,070
you've probably got a winner.
222
00:10:37,419 --> 00:10:39,682
Reesman and
Post will figure it out,
223
00:10:39,813 --> 00:10:42,990
and they will pioneer a new
category of breakfast food
224
00:10:43,120 --> 00:10:44,948
that will be worth
close to $1 billion.
225
00:10:46,428 --> 00:10:47,603
But one of the biggest mistakes
226
00:10:47,734 --> 00:10:50,127
in the history of American food
227
00:10:50,258 --> 00:10:53,653
is about to drop their idea
right into Kellogg's lap.
228
00:10:59,615 --> 00:11:02,662
In 1963, Kellogg's
is about to unleash the cereal
229
00:11:02,792 --> 00:11:04,402
that could solidify them
230
00:11:04,533 --> 00:11:08,232
as the undisputed number one
breakfast makers in the nation.
231
00:11:08,363 --> 00:11:10,147
But executive William LaMothe
232
00:11:10,278 --> 00:11:13,237
knows that it takes more than
a good product to stand out
233
00:11:13,368 --> 00:11:15,065
in the cutthroat cereal market.
234
00:11:15,196 --> 00:11:18,503
William LaMothe realized
you needed a good slogan,
235
00:11:18,634 --> 00:11:21,550
and, in many cases,
a good mascot.
236
00:11:22,769 --> 00:11:24,466
In
the 1950s and '60s,
237
00:11:24,596 --> 00:11:26,555
advertising is more
crucial than ever
238
00:11:26,686 --> 00:11:28,992
thanks to a new, popular medium.
239
00:11:29,123 --> 00:11:31,647
Television is new the
hearth for the family.
240
00:11:31,778 --> 00:11:34,563
So, there's a way
to reach consumers
241
00:11:34,694 --> 00:11:37,000
in a way there never
has been before.
242
00:11:37,131 --> 00:11:40,700
Plus, with cartoons, you
immediately reach children.
243
00:11:40,830 --> 00:11:42,876
And Kellogg's
is at the forefront.
244
00:11:43,006 --> 00:11:45,443
In 1955, Rice Krispies characters
245
00:11:45,574 --> 00:11:47,576
Snap, Crackle, and Pop
246
00:11:47,707 --> 00:11:50,144
appeared for the
first time on TV.
247
00:11:50,274 --> 00:11:51,101
I'm Snap.
248
00:11:51,232 --> 00:11:51,928
I'm Crackle.
249
00:11:52,059 --> 00:11:53,234
I'm Pop.
250
00:11:53,364 --> 00:11:54,714
These are not just
pushing the cereals,
251
00:11:54,844 --> 00:11:57,499
they're pushing kind of a
cartoon connection with them.
252
00:11:57,629 --> 00:12:01,590
So, Tony the Tiger is almost
as cartoon-like and lovable
253
00:12:01,721 --> 00:12:02,330
as Bugs Bunny.
254
00:12:02,460 --> 00:12:03,679
They're great!
255
00:12:03,810 --> 00:12:05,159
What was not to love?
256
00:12:05,289 --> 00:12:07,378
It was an edible cartoon.
257
00:12:07,509 --> 00:12:08,205
The driving force
258
00:12:08,336 --> 00:12:10,077
behind these iconic characters
259
00:12:10,207 --> 00:12:12,775
is none other than
William LaMothe.
260
00:12:12,906 --> 00:12:15,822
Now, he needs to
work his magic again.
261
00:12:15,952 --> 00:12:18,520
The man behind
Snap, Crackle, Pop,
262
00:12:18,650 --> 00:12:20,000
Tony the Tiger,
263
00:12:20,130 --> 00:12:23,655
the sunshine scooping down
two scoops of raisins,
264
00:12:23,786 --> 00:12:28,008
introduced Toucan
Sam to the world.
265
00:12:28,138 --> 00:12:29,270
Follow your nose.
266
00:12:29,400 --> 00:12:30,227
Yahoo!
267
00:12:30,358 --> 00:12:31,402
It always knows.
268
00:12:31,533 --> 00:12:33,709
Toucans are known for
jumping through trees
269
00:12:33,840 --> 00:12:35,189
and foraging for fruit.
270
00:12:35,319 --> 00:12:37,060
Ironically, toucans
cannot smell,
271
00:12:37,191 --> 00:12:39,193
but they have a colorful beak,
272
00:12:39,323 --> 00:12:41,717
and I think that's why
Kellogg's picked it, you know,
273
00:12:41,848 --> 00:12:44,198
the colorful beak
matched their cereal.
274
00:12:45,634 --> 00:12:47,984
Fruit Loops
bursts onto the market
275
00:12:48,115 --> 00:12:52,772
and will eventually reach
annual sales of $270 million.
276
00:12:57,602 --> 00:12:59,866
But LaMothe doesn't know
the breakfast battleground
277
00:12:59,996 --> 00:13:03,173
is about to shift away
from cereal entirely.
278
00:13:07,917 --> 00:13:09,876
Post Cereal's Stan Reesman
279
00:13:10,006 --> 00:13:12,792
presents C.W. Cook with
his newly-developed
280
00:13:12,922 --> 00:13:15,359
oven-warmed pastry with
strawberry filling.
281
00:13:15,490 --> 00:13:16,621
He's an innovator
282
00:13:16,752 --> 00:13:20,190
and did something no
one had ever seen before
283
00:13:20,321 --> 00:13:23,454
when it came to the
creation of pastries.
284
00:13:23,585 --> 00:13:24,847
This is something
that's gonna, you know,
285
00:13:24,978 --> 00:13:28,329
change the face of breakfast
and how we have our mornings.
286
00:13:37,642 --> 00:13:38,339
Good.
287
00:13:42,734 --> 00:13:43,735
But.
288
00:13:45,085 --> 00:13:47,391
So, Cook thought of
something that Reesman
289
00:13:47,522 --> 00:13:49,219
really hadn't thought about.
290
00:13:49,350 --> 00:13:51,569
Kids have to turn on the oven
291
00:13:51,700 --> 00:13:53,006
to make themselves breakfast.
292
00:13:55,095 --> 00:13:56,009
That's not gonna fly.
293
00:14:01,231 --> 00:14:02,972
This is the 1960s.
294
00:14:03,103 --> 00:14:05,845
You know, mom was home,
and mom cooked everything.
295
00:14:05,975 --> 00:14:09,283
The idea that children
would heat up the oven,
296
00:14:09,413 --> 00:14:12,199
put a pastry in the oven,
was not very convenient,
297
00:14:12,329 --> 00:14:14,723
but most importantly,
it wasn't safe.
298
00:14:14,854 --> 00:14:18,161
But children can make a
bowl with cereal on their own,
299
00:14:18,292 --> 00:14:20,294
and it's quick, it's easy.
300
00:14:24,776 --> 00:14:26,561
So, Reesman goes
back to the drawing board.
301
00:14:31,218 --> 00:14:32,567
They're really
trying to create
302
00:14:32,697 --> 00:14:34,656
a very easy-to-use experience,
303
00:14:34,786 --> 00:14:38,486
have a warm, delicious
pastry in an instant.
304
00:14:38,616 --> 00:14:40,183
In 1963,
305
00:14:40,314 --> 00:14:43,578
the microwave is not yet
a common household item,
306
00:14:43,708 --> 00:14:45,841
but Reesman sees
untapped potential
307
00:14:45,972 --> 00:14:48,365
in another appliance that is.
308
00:14:48,496 --> 00:14:50,063
We don't think twice
309
00:14:50,193 --> 00:14:52,195
about throwing a slice
of bread in a toaster.
310
00:14:52,326 --> 00:14:54,284
Well, now imagine a world
311
00:14:54,415 --> 00:14:58,593
where toasters are the new
vanguard of technology.
312
00:14:58,723 --> 00:14:59,899
Although
General Electric
313
00:15:00,029 --> 00:15:02,423
invented the toaster in 1909,
314
00:15:02,553 --> 00:15:05,208
it wasn't until 1926
315
00:15:05,339 --> 00:15:09,386
that the first easy to use
pop-up toaster was released.
316
00:15:09,517 --> 00:15:12,476
But the toaster is so
prohibitively expensive.
317
00:15:12,607 --> 00:15:14,304
While
toasters in the 1930s
318
00:15:14,435 --> 00:15:18,656
could cost up to about
$540 in today's money,
319
00:15:18,787 --> 00:15:22,399
by the 1960s, the price
has dropped to about $11,
320
00:15:23,226 --> 00:15:24,836
but its only function
321
00:15:26,012 --> 00:15:27,927
was toasting bread.
322
00:15:28,057 --> 00:15:29,450
Pretty much all
you used it for
323
00:15:29,580 --> 00:15:32,148
was to turn bread
into toast, right?
324
00:15:32,279 --> 00:15:33,280
That was it.
325
00:15:33,410 --> 00:15:35,978
Which means that
the first company
326
00:15:36,109 --> 00:15:39,547
to harness toaster technology
in the breakfast market
327
00:15:39,677 --> 00:15:42,158
stands to make millions.
328
00:15:46,728 --> 00:15:49,078
Reesman alters
the dimensions of his pastry
329
00:15:49,209 --> 00:15:50,819
into toaster-sized squares.
330
00:15:53,082 --> 00:15:54,214
Boom, you can
throw in a toaster.
331
00:15:54,344 --> 00:15:57,826
Ah, there's that delicious,
warm, fruity filling
332
00:15:57,957 --> 00:15:59,871
with the crusty, flaky
layers around it,
333
00:16:00,002 --> 00:16:01,786
and it works.
334
00:16:01,917 --> 00:16:05,007
What would normally
take someone hours to bake
335
00:16:05,138 --> 00:16:07,662
was suddenly there, popping
up in a matter of moments.
336
00:16:09,751 --> 00:16:12,319
There was no product
like this in stores.
337
00:16:12,449 --> 00:16:14,669
It was almost a new
category of food.
338
00:16:16,497 --> 00:16:17,846
And they came up with a name.
339
00:16:19,326 --> 00:16:20,153
Country Squares.
340
00:16:23,243 --> 00:16:25,158
Bet you thought I was
gonna say Pop-Tarts.
341
00:16:25,288 --> 00:16:27,638
I think when Post named
their breakfast pastry
342
00:16:27,769 --> 00:16:29,379
the Country Squares,
343
00:16:29,510 --> 00:16:33,209
they were really trying
to invoke that feeling
344
00:16:33,340 --> 00:16:35,646
of something that's homemade.
345
00:16:35,777 --> 00:16:38,084
C.W. Cook
believed he found the product
346
00:16:38,214 --> 00:16:40,477
that will finally put
Post ahead of Kellogg's.
347
00:16:40,608 --> 00:16:41,696
Boy, C.W. Cook,
348
00:16:41,826 --> 00:16:44,351
he really wants to
stick it to Kellogg's.
349
00:16:45,830 --> 00:16:47,615
And
in February, 1964,
350
00:16:47,745 --> 00:16:49,878
he publishes a
national press release
351
00:16:50,009 --> 00:16:51,619
to tout their new creation.
352
00:16:51,749 --> 00:16:52,881
The only problem?
353
00:16:53,012 --> 00:16:54,665
The launch is still months away.
354
00:16:56,145 --> 00:16:59,105
They've announced it,
they haven't released it.
355
00:16:59,235 --> 00:17:01,150
Stan Reesman was
still figuring out
356
00:17:01,281 --> 00:17:04,284
the mass production
ramifications of this
357
00:17:04,414 --> 00:17:06,155
when they announced it.
358
00:17:07,591 --> 00:17:09,028
He's just like, "I figured
out how to make one."
359
00:17:09,158 --> 00:17:11,117
You know, "I didn't figure
out how to make a million."
360
00:17:11,247 --> 00:17:12,161
One of the things
you're taught
361
00:17:12,292 --> 00:17:14,468
is never telegraph your punch.
362
00:17:14,598 --> 00:17:16,948
Post did not get this memo.
363
00:17:17,079 --> 00:17:18,907
Now, the
whole food industry
364
00:17:19,038 --> 00:17:21,040
knows that Country
Squares are coming,
365
00:17:24,652 --> 00:17:25,914
including Kellogg's.
366
00:17:27,785 --> 00:17:29,918
A toasted breakfast.
367
00:17:30,049 --> 00:17:33,008
LaMothe realizes
he has a small window
368
00:17:33,139 --> 00:17:35,619
to beat his arch-rival, Post,
369
00:17:35,750 --> 00:17:39,101
and create his version
of the toaster pastry.
370
00:17:39,232 --> 00:17:40,407
Now, the race is on
371
00:17:40,537 --> 00:17:42,583
for LaMothe to hit
the market first,
372
00:17:42,713 --> 00:17:44,976
ensuring that
Kellogg's, not Post,
373
00:17:45,107 --> 00:17:47,588
is the name that changes
breakfast as we know it
374
00:17:48,893 --> 00:17:50,939
and reaps the untold
millions in profit
375
00:17:52,245 --> 00:17:53,768
which could have been Post's.
376
00:18:01,341 --> 00:18:04,561
In 1964, the Post
Company announced to the world
377
00:18:04,692 --> 00:18:07,390
that they invented a
revolutionary new product,
378
00:18:07,521 --> 00:18:09,827
the first shelf-stable pastry,
379
00:18:09,958 --> 00:18:12,613
which is also the
first toaster pastry,
380
00:18:12,743 --> 00:18:14,615
but the announcement
is premature.
381
00:18:14,745 --> 00:18:15,703
It's a great idea,
382
00:18:15,833 --> 00:18:18,053
but they don't have
the product yet.
383
00:18:18,184 --> 00:18:19,794
Post, in the breakfast game,
384
00:18:19,924 --> 00:18:22,362
had been number two
for a long time.
385
00:18:22,492 --> 00:18:24,538
Maybe making that
announcement early
386
00:18:24,668 --> 00:18:27,106
was a desire to sort
of throw a punch.
387
00:18:27,236 --> 00:18:29,325
Now, Kellogg's
VP, William LaMothe,
388
00:18:29,456 --> 00:18:30,370
is tipped off
389
00:18:30,500 --> 00:18:32,981
and determined to
perfect the same idea
390
00:18:33,112 --> 00:18:34,983
and race it to market first.
391
00:18:35,114 --> 00:18:38,073
So, he does what any innovator
in his position would do.
392
00:18:38,204 --> 00:18:40,162
He turns to Post.
393
00:18:40,293 --> 00:18:41,250
Not the company.
394
00:18:41,381 --> 00:18:45,254
Plant manager of
Keebler, Bill Post.
395
00:18:45,385 --> 00:18:46,821
Though not a
part of the Kellogg's umbrella
396
00:18:46,951 --> 00:18:48,301
at the time,
397
00:18:48,431 --> 00:18:51,217
the Keebler Company is also
located in Battle Creek
398
00:18:51,347 --> 00:18:53,044
and has been
mass-producing cookies
399
00:18:53,175 --> 00:18:55,090
for over a hundred years.
400
00:18:55,221 --> 00:18:57,048
And for the past 20 years,
401
00:18:57,179 --> 00:18:59,877
37-year-old Bill Post
has worked his way up
402
00:19:00,008 --> 00:19:01,705
through the ranks at Keebler,
403
00:19:01,836 --> 00:19:04,621
gaining knowledge of how
to create baked goods.
404
00:19:04,752 --> 00:19:06,710
They looked to Bill
and said, "Can you help?
405
00:19:06,841 --> 00:19:09,148
Can you bring this
vision to life?"
406
00:19:09,278 --> 00:19:10,714
Bill
Post is given weeks
407
00:19:10,845 --> 00:19:12,412
to back-engineer a product
408
00:19:12,542 --> 00:19:15,806
that Stan Reesman worked
on for over a year.
409
00:19:15,937 --> 00:19:18,331
Bill Post, he can make a
cracker, he can make a cookie,
410
00:19:18,461 --> 00:19:21,421
but now you have to
create a toaster pastry
411
00:19:21,551 --> 00:19:22,813
that won't burn
412
00:19:22,944 --> 00:19:24,946
and will come out
to market faster
413
00:19:25,076 --> 00:19:26,817
than Post's Country Squares.
414
00:19:28,167 --> 00:19:29,429
Initially,
415
00:19:29,559 --> 00:19:32,910
when the first iterations of
the pastry came out,
416
00:19:33,041 --> 00:19:35,478
the steam inside of them
417
00:19:35,609 --> 00:19:38,177
was causing them to
explode in the toaster.
418
00:19:39,526 --> 00:19:41,789
Then, not only is your
toaster pastry ruined,
419
00:19:41,919 --> 00:19:43,007
your toaster's ruined.
420
00:19:43,138 --> 00:19:45,140
That would've been an
instant brand killer.
421
00:20:04,072 --> 00:20:06,857
So, because he is a
self-taught technologist
422
00:20:06,988 --> 00:20:08,859
and a problem-solver first,
423
00:20:08,990 --> 00:20:11,122
Bill Post has an innovation
424
00:20:11,253 --> 00:20:13,560
that most home bakers
already know about.
425
00:20:16,302 --> 00:20:18,869
He employs a
technique used in pie making
426
00:20:19,000 --> 00:20:22,699
and is reminiscent of Keebler's
popular saltine crackers.
427
00:20:22,830 --> 00:20:24,832
Docking holes are basically
428
00:20:24,962 --> 00:20:27,704
little, tiny pinpricks
in the dough,
429
00:20:27,835 --> 00:20:31,230
but they allow for the
steam to be released.
430
00:20:56,429 --> 00:20:58,344
You now have a
more durable dough
431
00:20:58,474 --> 00:21:01,303
that won't explode,
won't expand,
432
00:21:01,434 --> 00:21:04,263
and still give you that
delicious, flaky pastry crust
433
00:21:04,393 --> 00:21:05,960
that you're looking for.
434
00:21:06,090 --> 00:21:07,440
With
the code cracked,
435
00:21:07,570 --> 00:21:11,444
Kellogg's can now rush their
toaster pastry into production.
436
00:21:11,574 --> 00:21:13,446
There were a
lot of people that
437
00:21:13,576 --> 00:21:15,361
pushed back on this
idea with Bill,
438
00:21:15,491 --> 00:21:17,145
and said, "That's not
gonna work in a toaster,
439
00:21:17,276 --> 00:21:19,408
you will not find
success with that."
440
00:21:19,539 --> 00:21:22,019
Bill Post is one of the
coolest characters to me.
441
00:21:22,150 --> 00:21:24,979
One of the things that
really defined his success
442
00:21:25,109 --> 00:21:27,068
was that, whenever
anyone told him
443
00:21:27,198 --> 00:21:28,765
something couldn't be done,
444
00:21:28,896 --> 00:21:30,419
he took it kind of personally
445
00:21:30,550 --> 00:21:32,900
and decided he was
gonna prove them wrong.
446
00:21:37,208 --> 00:21:38,601
While at Post,
447
00:21:38,732 --> 00:21:41,561
Stan Reesman has completed
the development of his pastry,
448
00:21:41,691 --> 00:21:44,259
but the release of Country
Squares is still delayed.
449
00:21:44,390 --> 00:21:46,261
There was battles
about the flavors,
450
00:21:46,392 --> 00:21:49,612
and the distribution, and the
packaging, and the pricing.
451
00:21:49,743 --> 00:21:51,919
Stan Reesman, he's gotta
be pulling his hair out.
452
00:21:52,049 --> 00:21:52,789
Like, throw me a line.
453
00:21:52,920 --> 00:21:53,921
Let's get this thing in stores,
454
00:21:54,051 --> 00:21:55,923
people are gonna go
crazy when they see it.
455
00:21:56,053 --> 00:21:58,926
And they did go crazy
when they saw it,
456
00:21:59,056 --> 00:22:02,886
except it wasn't Country Squares.
457
00:22:04,323 --> 00:22:06,107
By
the fall of 1964,
458
00:22:06,237 --> 00:22:08,327
Kellogg's has one final hurdle
459
00:22:08,457 --> 00:22:11,068
before they unleash their
own pastry on the market.
460
00:22:11,199 --> 00:22:12,853
They need a name.
461
00:22:12,983 --> 00:22:15,464
The interests of
teenagers and of kids
462
00:22:15,595 --> 00:22:17,118
start to become more central
463
00:22:17,248 --> 00:22:19,468
to the mainstream
of American culture.
464
00:22:19,599 --> 00:22:23,254
So, you see brands who are
distinctly trying to court
465
00:22:23,385 --> 00:22:24,778
that younger consumer,
466
00:22:24,908 --> 00:22:27,084
and you see the
tastes of young people
467
00:22:27,215 --> 00:22:29,826
actually be what's
considered cool.
468
00:22:29,957 --> 00:22:32,960
William LaMothe,
marketing genius that he is,
469
00:22:33,090 --> 00:22:37,704
realizes that Andy Warhol's
pop art movement of the time
470
00:22:38,531 --> 00:22:40,228
is sweeping the nation.
471
00:22:40,359 --> 00:22:41,447
The pop
art movement was a
472
00:22:41,577 --> 00:22:45,364
cultural phenomenon in the
late 1950s and '60s.
473
00:22:45,494 --> 00:22:47,496
Pop art was essentially
474
00:22:47,627 --> 00:22:51,935
an artistic appreciation of
that which we saw every day.
475
00:22:52,066 --> 00:22:54,460
The most famous
pop artist, Andy Warhol,
476
00:22:54,590 --> 00:22:57,288
burst onto the scene
with his iconic paintings
477
00:22:57,419 --> 00:23:00,161
of Marilyn Monroe,
Campbell's Soup, and others,
478
00:23:00,291 --> 00:23:02,859
transforming these beloved
celebrities and brands
479
00:23:02,990 --> 00:23:04,905
into fun, avant garde art.
480
00:23:05,035 --> 00:23:06,907
So, to embrace the movement,
481
00:23:07,037 --> 00:23:11,564
William LaMothe renames the
toaster scone, the Pop-Tart.
482
00:23:11,694 --> 00:23:14,349
On
September 14th, 1964,
483
00:23:14,480 --> 00:23:16,351
Kellogg's beats Post to market,
484
00:23:16,482 --> 00:23:19,310
releasing their first
non-cereal creation.
485
00:23:20,747 --> 00:23:22,705
And while Post had visions
of reinventing breakfast
486
00:23:22,836 --> 00:23:24,228
with their toaster pastries,
487
00:23:24,359 --> 00:23:26,492
LaMothe aims bigger.
488
00:23:26,622 --> 00:23:28,668
Store owners were
actually forbidden
489
00:23:28,798 --> 00:23:31,018
from putting Pop-Tarts
in the cereal aisle.
490
00:23:31,148 --> 00:23:33,063
They wanted Pop-Tarts
to be perceived
491
00:23:33,194 --> 00:23:34,891
as a any-time-of-day snack,
492
00:23:35,022 --> 00:23:36,545
not just a breakfast food.
493
00:23:36,676 --> 00:23:38,112
Back then, snacking was
494
00:23:38,242 --> 00:23:40,419
something done
rather infrequently.
495
00:23:40,549 --> 00:23:43,291
Whereas today, snacking
starts when you wake up
496
00:23:43,422 --> 00:23:45,598
and it lasts until
you go to bed.
497
00:23:45,728 --> 00:23:48,339
Put some Pop-Tarts in
the toaster, and boom,
498
00:23:48,470 --> 00:23:50,777
you have something
that you can snack on.
499
00:23:50,907 --> 00:23:52,039
Although
they didn't invent
500
00:23:52,169 --> 00:23:53,519
the first toaster pastry,
501
00:23:53,649 --> 00:23:56,913
Kellogg's Pop-Tarts
are an instant smash.
502
00:23:57,044 --> 00:23:59,525
People went crazy for them.
503
00:23:59,655 --> 00:24:01,222
It was a huge innovation.
504
00:24:01,352 --> 00:24:03,006
It was the first thing,
you know, other than bread,
505
00:24:03,137 --> 00:24:04,138
you would put in a toaster.
506
00:24:04,268 --> 00:24:06,096
It was so easy, even
a kid could do it.
507
00:24:06,227 --> 00:24:08,534
Pop-Tarts give people
even greater convenience
508
00:24:08,664 --> 00:24:10,536
and greater diversity in
terms of what they can eat
509
00:24:10,666 --> 00:24:12,363
in the morning, on
their way out the door,
510
00:24:12,494 --> 00:24:14,278
on their way to school,
on their way to work.
511
00:24:14,409 --> 00:24:16,542
It hit all the marks.
512
00:24:19,936 --> 00:24:22,025
I told you we
needed to act now.
513
00:24:22,156 --> 00:24:22,939
Can you imagine,
514
00:24:23,070 --> 00:24:24,550
you have come up with this thing
515
00:24:24,680 --> 00:24:26,813
that you know is
gonna work, right?
516
00:24:26,943 --> 00:24:28,379
And then someone
else does it first?
517
00:24:28,510 --> 00:24:30,556
- I was ready, it was done.
- All right.
518
00:24:30,686 --> 00:24:32,514
I couldn't get
past your red tape.
519
00:24:32,645 --> 00:24:35,169
It's gotta just
tear your soul apart.
520
00:24:35,299 --> 00:24:35,996
I gotta go.
521
00:24:36,126 --> 00:24:38,651
I mean, ah, I can't imagine.
522
00:24:38,781 --> 00:24:40,696
Two months
after Pop-Tarts' release,
523
00:24:40,827 --> 00:24:43,264
Country Squares finally
makes it to market.
524
00:24:43,394 --> 00:24:45,571
They did an
orange-pineapple flavor,
525
00:24:45,701 --> 00:24:48,269
which maybe in a juice
is a great combination,
526
00:24:48,399 --> 00:24:51,315
but in Country Squares,
it just wasn't very good.
527
00:24:52,665 --> 00:24:54,580
Pop-Tart has now
dominated the market,
528
00:24:54,710 --> 00:24:58,279
rendering any competition
completely worthless.
529
00:24:58,409 --> 00:24:59,367
From the start,
530
00:24:59,498 --> 00:25:02,588
sales of Country
Squares are flat,
531
00:25:02,718 --> 00:25:05,852
and Post is once
again second place.
532
00:25:05,982 --> 00:25:07,636
You know, it's
ironic that the company
533
00:25:07,767 --> 00:25:09,377
who really innovated the product
534
00:25:09,508 --> 00:25:11,858
did not get to be the
star of its own show.
535
00:25:14,034 --> 00:25:17,167
Country Squares didn't work out.
536
00:25:17,298 --> 00:25:20,344
Maybe at this point it's time
to choose a different battle.
537
00:25:21,955 --> 00:25:24,523
Reesman isn't
going down without a fight.
538
00:25:25,828 --> 00:25:27,874
This time, he'll hit
Kellogg's with a page
539
00:25:28,004 --> 00:25:29,353
from their own playbook.
540
00:25:30,311 --> 00:25:31,530
He lost the pastry battle,
541
00:25:34,184 --> 00:25:35,708
but he can still
win the cereal war.
542
00:25:42,845 --> 00:25:45,195
It's 1964, and Post
food technician Stan Reesman
543
00:25:45,326 --> 00:25:47,720
is reeling after Kellogg's
beat him to market
544
00:25:47,850 --> 00:25:49,678
with their own toaster pastries.
545
00:25:49,809 --> 00:25:51,462
So, Stan Reesman is
trying to figure out
546
00:25:51,593 --> 00:25:53,290
what else can we do to
stick it to Kellogg's?
547
00:25:53,421 --> 00:25:54,422
I think it was
Einstein who said,
548
00:25:54,553 --> 00:25:56,250
you know, inspiration
is everywhere.
549
00:25:58,992 --> 00:26:00,733
So, Reesman, he's looking at
550
00:26:00,863 --> 00:26:03,518
their Post Rice Krinkles
cereal, and thinking,
551
00:26:03,649 --> 00:26:05,302
what can we do with these
products we already have?
552
00:26:05,433 --> 00:26:07,391
And then he's looking
at Fruit Loops, right?
553
00:26:07,522 --> 00:26:11,091
A Kellogg's product, and is
like, "Hmm, interesting."
554
00:26:30,414 --> 00:26:31,720
He's like, "Wait a second,
555
00:26:31,851 --> 00:26:33,592
we could take this hit product,
556
00:26:33,722 --> 00:26:36,333
and our currently-not-a-hit
product,
557
00:26:36,464 --> 00:26:38,727
and they seem like they're
a match made in heaven."
558
00:26:41,643 --> 00:26:43,079
Meanwhile,
559
00:26:44,690 --> 00:26:47,214
Kellogg's Pop-Tarts have
hit the market with a bang.
560
00:26:47,344 --> 00:26:49,695
I don't think anyone
could have prepared
561
00:26:49,825 --> 00:26:52,654
for the success that
Pop-Tart was going to have.
562
00:26:52,785 --> 00:26:55,352
They've
sold out completely.
563
00:26:55,483 --> 00:26:57,354
Kellogg's, and William
LaMothe, and Bill Post,
564
00:26:57,485 --> 00:27:00,009
were under the gun almost
from the beginning.
565
00:27:00,140 --> 00:27:02,882
They had to create it
and get it to the market
566
00:27:03,012 --> 00:27:06,537
faster than the
Post-announced Country Square.
567
00:27:06,668 --> 00:27:10,106
Now, it goes to market, it's
a hit, but it sells out.
568
00:27:10,237 --> 00:27:10,846
LaMothe
worries that,
569
00:27:10,977 --> 00:27:12,674
without Pop-Tarts on shelves,
570
00:27:12,805 --> 00:27:15,111
consumers may turn
to other products,
571
00:27:15,242 --> 00:27:16,983
like Post's Country Squares.
572
00:27:17,113 --> 00:27:18,985
With no product on the market,
573
00:27:19,115 --> 00:27:22,031
and a nation demanding
a toaster pastry.
574
00:27:22,162 --> 00:27:24,773
Well, you've now left
yourself wide open
575
00:27:24,904 --> 00:27:27,384
to the possibility of a
competitor meeting the demand
576
00:27:27,515 --> 00:27:28,864
that you simply can't.
577
00:27:29,735 --> 00:27:31,258
It kind
of was a disaster.
578
00:27:31,388 --> 00:27:32,607
Food, it's all
about distribution.
579
00:27:32,738 --> 00:27:35,436
He's gotta come up
with some really novel,
580
00:27:35,566 --> 00:27:37,351
you know, solutions.
581
00:27:37,481 --> 00:27:38,961
And
without a quick fix,
582
00:27:39,092 --> 00:27:42,356
Pop-Tart's success may
just be a flash in the pan.
583
00:27:50,669 --> 00:27:51,931
Within weeks,
584
00:27:52,061 --> 00:27:55,543
Stan Reesman has transformed
Post's Rice Krinkles
585
00:27:55,674 --> 00:27:57,980
into a colorful,
fruit-flavored cereal.
586
00:28:01,201 --> 00:28:03,246
He created this thing
that feels brand new,
587
00:28:03,377 --> 00:28:05,727
even though it's sort of
just from the ingredients
588
00:28:05,858 --> 00:28:07,511
that they already
had sitting around.
589
00:28:22,309 --> 00:28:24,006
What do we call them?
590
00:28:24,137 --> 00:28:25,225
What do they look like?
591
00:28:27,967 --> 00:28:28,707
Chips?
592
00:28:30,709 --> 00:28:31,840
Pebbles.
593
00:28:35,409 --> 00:28:36,366
Pebbles.
594
00:28:37,977 --> 00:28:41,197
They named the
small, colorful rice flakes
595
00:28:41,328 --> 00:28:43,025
Fruity Pebbles.
596
00:28:43,156 --> 00:28:45,375
Nice job, Stan.
597
00:28:45,506 --> 00:28:46,463
I think we got it.
598
00:28:46,594 --> 00:28:48,727
Nice job.
599
00:28:48,857 --> 00:28:51,338
Before sending
Fruity Pebbles to market,
600
00:28:51,468 --> 00:28:54,428
Post will look to employ
a beloved spokesman,
601
00:28:54,558 --> 00:28:56,560
transforming it from
basic new cereal
602
00:28:56,691 --> 00:28:58,824
into a breakfast
table powerhouse.
603
00:29:01,043 --> 00:29:02,305
Over at Kellogg's,
604
00:29:02,436 --> 00:29:06,309
LaMothe is facing down a
public relations nightmare.
605
00:29:06,440 --> 00:29:09,530
Pop-Tarts is completely
sold out nationwide.
606
00:29:09,660 --> 00:29:11,401
William LaMothe's a
savvy marketing man.
607
00:29:11,532 --> 00:29:12,663
He decides to embrace it.
608
00:29:12,794 --> 00:29:15,014
They release a slogan,
609
00:29:15,144 --> 00:29:17,059
"Oops, we goofed."
610
00:29:18,669 --> 00:29:20,236
They put it on billboards,
they put it everywhere.
611
00:29:20,367 --> 00:29:22,021
A complete admission of the fact
612
00:29:22,151 --> 00:29:23,500
that they didn't make enough
613
00:29:23,631 --> 00:29:27,766
of America's first, and now
favorite, toaster pastry.
614
00:29:27,896 --> 00:29:29,550
It's an ad
campaign that LaMothe hopes
615
00:29:29,680 --> 00:29:31,552
will buy Kellogg some time.
616
00:29:31,682 --> 00:29:34,076
But, as everybody knows,
617
00:29:34,207 --> 00:29:36,165
from sneakerheads like me
618
00:29:36,296 --> 00:29:39,516
to collectors of
art or fine wines,
619
00:29:39,647 --> 00:29:43,564
limited supply, well, that
only increases demand.
620
00:29:52,138 --> 00:29:53,139
Two weeks after
it's released to the market,
621
00:29:53,269 --> 00:29:55,228
Pop-Tarts completely
sells out of stores.
622
00:29:55,358 --> 00:29:58,187
And though LaMothe has saved
face with some honesty,
623
00:29:58,318 --> 00:30:01,538
creating a clever, "Oops,
we goofed" ad campaign,
624
00:30:01,669 --> 00:30:04,367
demand for Pop-Tarts
has only skyrocketed.
625
00:30:04,498 --> 00:30:06,369
People were obsessed
with this product.
626
00:30:06,500 --> 00:30:08,589
It was something that
everybody wanted to try.
627
00:30:08,719 --> 00:30:11,113
So, they were ramping up
628
00:30:11,244 --> 00:30:12,767
and doing a level
of manufacturing
629
00:30:12,898 --> 00:30:14,987
they had never done before.
630
00:30:15,117 --> 00:30:17,511
Kellogg's
pours nearly $20 million
631
00:30:17,641 --> 00:30:19,774
into equipment and
factory expansion
632
00:30:19,905 --> 00:30:22,342
in order to get Pop-Tarts
back into the hands
633
00:30:22,472 --> 00:30:24,997
of every consumer
across the country.
634
00:30:25,127 --> 00:30:26,433
The staff, the workers,
635
00:30:26,563 --> 00:30:28,957
they were all working
a lot longer shifts,
636
00:30:29,088 --> 00:30:31,568
third shifts, to try to
keep up with the demand.
637
00:30:31,699 --> 00:30:33,614
Kellogg's
revamped production line
638
00:30:33,744 --> 00:30:35,703
has them replenishing
store shelves,
639
00:30:35,834 --> 00:30:38,271
to the delight of
loyal customers.
640
00:30:38,401 --> 00:30:39,663
And over the decades,
641
00:30:39,794 --> 00:30:42,971
the Pop-Tart will evolve
into a true American icon.
642
00:30:43,102 --> 00:30:44,494
There aren't a ton of products
643
00:30:44,625 --> 00:30:48,368
that start out super successful
and stay super successful,
644
00:30:48,498 --> 00:30:50,152
and we've seen that
with the Pop-Tart.
645
00:30:53,329 --> 00:30:54,200
After
months in development,
646
00:30:54,330 --> 00:30:56,202
Post is nearly ready to unleash
647
00:30:56,332 --> 00:30:58,813
their brand new
Fruity Pebbles cereal.
648
00:30:58,944 --> 00:31:02,382
And like all other kids'
cereals, they need a mascot.
649
00:31:02,512 --> 00:31:07,169
It's always vital to have
an exciting, lively mascot.
650
00:31:07,300 --> 00:31:09,780
You want to interact with
kids and have this image.
651
00:31:09,911 --> 00:31:13,306
But the market is
really getting jammed.
652
00:31:13,436 --> 00:31:15,177
Mascots are everywhere.
653
00:31:15,308 --> 00:31:18,659
Dig 'Em the Frog, the Trix
rabbit, Tony the Tiger.
654
00:31:18,789 --> 00:31:21,009
So, they had to figure out a way
655
00:31:21,140 --> 00:31:24,665
to stand out from other similar
products in the marketplace.
656
00:31:24,795 --> 00:31:25,927
While
LaMothe, at Kellogg's,
657
00:31:26,058 --> 00:31:28,190
is the king of original mascots,
658
00:31:28,321 --> 00:31:31,672
Post wants to up the ante
and do something bigger.
659
00:31:33,500 --> 00:31:35,415
Any mascot that already
has some familiarity
660
00:31:35,545 --> 00:31:37,025
with the general public,
661
00:31:37,156 --> 00:31:38,679
people are just going
to gravitate to that
662
00:31:38,809 --> 00:31:41,029
before a brand new character.
663
00:31:41,160 --> 00:31:42,335
So, they tie it together
664
00:31:42,465 --> 00:31:45,642
with one of the
biggest sitcom hits
665
00:31:45,773 --> 00:31:47,775
that happened to be
animated in the '60s.
666
00:31:47,906 --> 00:31:48,994
Yabba dabba doo!
667
00:31:50,212 --> 00:31:52,649
Yabba dabba do
not count out Post.
668
00:31:52,780 --> 00:31:54,347
Spokesmen were big back then.
669
00:31:54,477 --> 00:31:55,696
They would have
celebrities being spoke,
670
00:31:55,826 --> 00:31:57,437
but they said, "Okay, we're
gonna get Fred Flintstone,
671
00:31:57,567 --> 00:31:58,220
put him on this cereal."
672
00:31:58,351 --> 00:32:01,049
And, boy, they made magic.
673
00:32:01,180 --> 00:32:03,791
Try the Flintstones'
new Fruity Pebbles.
674
00:32:03,922 --> 00:32:05,053
Inspired
by the character
675
00:32:05,184 --> 00:32:06,533
of Pebbles Flintstone,
676
00:32:06,663 --> 00:32:09,144
Fruity Pebbles is
the first Post cereal
677
00:32:09,275 --> 00:32:12,017
to join forces with
a television series.
678
00:32:12,147 --> 00:32:14,715
Most companies that are
beginning with a mascot
679
00:32:14,845 --> 00:32:16,325
have to have some
kind of origin story.
680
00:32:16,456 --> 00:32:18,980
They've gotta invest
children emotionally.
681
00:32:19,111 --> 00:32:20,547
You'd always had these
kind of, you know,
682
00:32:20,677 --> 00:32:23,071
cutesy animals, for example,
683
00:32:23,202 --> 00:32:25,204
but they didn't have a show
that went along with it
684
00:32:25,334 --> 00:32:25,987
to kind of drive it.
685
00:32:26,118 --> 00:32:27,946
Kids know Fred Flintstone.
686
00:32:28,076 --> 00:32:30,383
So, we've got somebody
who's easily recognizable,
687
00:32:30,513 --> 00:32:31,819
slap him on the box,
688
00:32:31,950 --> 00:32:35,127
and voila, built-in
target audience.
689
00:32:35,257 --> 00:32:37,085
As a kid, looking
at the Flintstones,
690
00:32:37,216 --> 00:32:38,913
you're obsessed with the
world they live in, right?
691
00:32:39,044 --> 00:32:41,046
Fruity Pebbles does
look like a cereal
692
00:32:41,176 --> 00:32:43,657
that you could have
found in Bedrock.
693
00:32:43,787 --> 00:32:45,180
We live in a day and age
694
00:32:45,311 --> 00:32:46,834
where there are
streaming services,
695
00:32:46,965 --> 00:32:48,879
where you could watch
whatever you want
696
00:32:49,010 --> 00:32:50,098
at any time you want.
697
00:32:50,229 --> 00:32:51,447
Well, that was not the case
698
00:32:51,578 --> 00:32:54,407
when "The Flintstones"
were airing on television.
699
00:32:54,537 --> 00:32:57,671
So, cereals like Fruity
Pebbles were really special,
700
00:32:57,801 --> 00:33:00,239
because that was how you kind of
701
00:33:00,369 --> 00:33:02,937
carried the magic of
the cartoon you loved
702
00:33:03,068 --> 00:33:05,984
into the times you couldn't
watch the cartoon itself.
703
00:33:06,114 --> 00:33:07,898
In
October of 1971,
704
00:33:08,029 --> 00:33:10,075
this novel
partnership gives both
705
00:33:10,205 --> 00:33:12,816
the new cereal and
the syndicated cartoon
706
00:33:12,947 --> 00:33:15,428
a big boost in popularity.
707
00:33:15,558 --> 00:33:16,559
By the time they're
coming up with this,
708
00:33:16,690 --> 00:33:18,126
"The Flintstones" is
almost off the air,
709
00:33:18,257 --> 00:33:21,738
but after the partnership,
it's in syndication nonstop.
710
00:33:21,869 --> 00:33:23,914
So, Fruity Pebbles is
a hit out of the gate,
711
00:33:24,045 --> 00:33:25,003
and it was a big one.
712
00:33:25,133 --> 00:33:26,743
I'm sure Kellogg's
was like, "Whoa."
713
00:33:26,874 --> 00:33:28,049
You know, "That one,
714
00:33:28,180 --> 00:33:29,529
we didn't expect that
coming from these guys."
715
00:33:29,659 --> 00:33:31,226
And it was a big shot.
716
00:33:32,140 --> 00:33:33,315
With Fruity Pebbles
717
00:33:33,446 --> 00:33:36,362
becoming the favorite
debut cereal of 1971,
718
00:33:37,580 --> 00:33:40,192
Post launches a
chocolatey spinoff,
719
00:33:40,714 --> 00:33:42,629
Cocoa Pebbles.
720
00:33:42,759 --> 00:33:44,892
- Yeah.
- It's new Cocoa Pebbles.
721
00:33:45,023 --> 00:33:46,459
And
that's a hit, too.
722
00:33:46,589 --> 00:33:47,851
Chocolatey good.
723
00:33:47,982 --> 00:33:50,028
Cocoa Pebbles give you
chocolate milk at the end.
724
00:33:50,158 --> 00:33:52,117
You gotta love that.
725
00:33:52,247 --> 00:33:54,554
Meanwhile,
food companies nationwide
726
00:33:54,684 --> 00:33:56,730
are desperate to gain
their own foothold
727
00:33:56,860 --> 00:33:58,993
in the kid-friendly
breakfast market.
728
00:33:59,124 --> 00:34:01,517
In the wake of the
success of Pop-Tarts,
729
00:34:01,648 --> 00:34:03,824
food manufacturers of
all shapes and colors
730
00:34:03,954 --> 00:34:04,912
are trying to figure out,
731
00:34:05,043 --> 00:34:06,392
what else can we
turn into a shape
732
00:34:06,522 --> 00:34:08,394
that can go into a toaster?
733
00:34:10,222 --> 00:34:12,789
In San
Jose, California,
734
00:34:12,920 --> 00:34:16,315
Frank Dorsa, an unknown,
independent food engineer,
735
00:34:16,445 --> 00:34:19,883
has been experimenting with
his own toaster product.
736
00:34:20,014 --> 00:34:22,321
Frank Dorsa loved
tinkering with things
737
00:34:22,451 --> 00:34:23,713
and inventing things.
738
00:34:23,844 --> 00:34:26,716
He and his two brothers
decided to start a business,
739
00:34:26,847 --> 00:34:29,719
and their business really
took off in the 1950s.
740
00:34:29,850 --> 00:34:31,025
Their first product
741
00:34:31,156 --> 00:34:34,463
is a popular new brand of
mayonnaise called Eggo,
742
00:34:34,594 --> 00:34:36,813
but it won't be mayonnaise
that he's famous for.
743
00:34:36,944 --> 00:34:39,599
It'll be the $200
million jackpot
744
00:34:39,729 --> 00:34:41,775
that rivals Pop-Tarts
in popularity.
745
00:34:48,608 --> 00:34:49,652
By the early 1970s,
746
00:34:49,783 --> 00:34:52,133
Kellogg's Pop-Tarts
has helped the toaster
747
00:34:52,264 --> 00:34:54,396
become a common
household appliance,
748
00:34:54,527 --> 00:34:57,182
with over 50 million of
them in American homes.
749
00:34:57,312 --> 00:34:59,923
Toaster technology
becomes even more refined,
750
00:35:00,054 --> 00:35:01,229
the price comes down,
751
00:35:01,360 --> 00:35:04,014
they're able to be to be
made cheaper and lighter
752
00:35:04,145 --> 00:35:05,712
to give people even
greater convenience
753
00:35:05,842 --> 00:35:07,017
and greater diversity
754
00:35:07,148 --> 00:35:08,236
in terms of what they
can eat in the morning,
755
00:35:08,367 --> 00:35:10,717
convenience that no
self-respecting homeowner
756
00:35:10,847 --> 00:35:11,805
wanted to be without.
757
00:35:13,111 --> 00:35:14,764
In San
Jose, California,
758
00:35:16,157 --> 00:35:18,986
Frank Dorsa is working
on his own contribution
759
00:35:19,117 --> 00:35:20,466
to the booming toaster market.
760
00:35:22,032 --> 00:35:25,123
But Dorsa already has a
popular flagship product.
761
00:35:25,253 --> 00:35:28,082
One of the biggest acclaims
they got for their mayonnaise
762
00:35:28,213 --> 00:35:30,432
was that it had higher egg
content than anyone else.
763
00:35:30,563 --> 00:35:31,825
Apparently, this is a quality
764
00:35:31,955 --> 00:35:33,914
that a lot of
people really liked.
765
00:35:34,044 --> 00:35:35,872
The
popular high egg-content
766
00:35:36,003 --> 00:35:37,004
in their mayonnaise
767
00:35:37,135 --> 00:35:40,225
inspires their
company name, Eggo.
768
00:35:40,355 --> 00:35:43,053
Eggo rides the success
of their mayonnaise
769
00:35:43,184 --> 00:35:45,447
with a notable lineup
of convenience foods
770
00:35:45,578 --> 00:35:48,711
like potato chips and
ready-to-make waffle mix.
771
00:35:48,842 --> 00:35:50,670
With waffles, at the time,
772
00:35:50,800 --> 00:35:53,542
the prevailing wisdom
dates back to 1896
773
00:35:53,673 --> 00:35:55,501
to the "Fannie Farmer Cookbook,"
774
00:35:55,631 --> 00:35:58,243
where adding yeast
to this batter
775
00:35:58,373 --> 00:35:59,896
helps it rise overnight,
776
00:36:00,027 --> 00:36:01,071
creating that fluffiness,
777
00:36:01,202 --> 00:36:02,899
and contributing to
the crisp that you get
778
00:36:03,030 --> 00:36:03,813
the following day.
779
00:36:03,944 --> 00:36:05,380
But the problem with this is,
780
00:36:05,511 --> 00:36:07,948
it takes a little bit
of advanced planning.
781
00:36:08,078 --> 00:36:10,907
So, the dry mix that
Frank Dorsa developed
782
00:36:11,038 --> 00:36:12,126
was pretty remarkable,
783
00:36:12,257 --> 00:36:15,173
in that it really took
a lot of the legwork
784
00:36:15,303 --> 00:36:17,262
out of making waffles.
785
00:36:17,392 --> 00:36:19,916
All you had to do
was just add milk.
786
00:36:20,047 --> 00:36:22,484
Having a dry mix allowed
you to spontaneously
787
00:36:22,615 --> 00:36:23,746
wake up and say, "You know what?
788
00:36:23,877 --> 00:36:26,358
I could really go for
some waffles, right now."
789
00:36:26,488 --> 00:36:27,359
Dorsa is determined
790
00:36:27,489 --> 00:36:30,013
to make waffles even
more convenient.
791
00:36:30,144 --> 00:36:32,190
When you're making
something like waffles,
792
00:36:32,320 --> 00:36:35,193
you have to preheat
that waffle iron.
793
00:36:35,323 --> 00:36:37,673
You have to add just the
right amount of batter.
794
00:36:37,804 --> 00:36:39,022
We've all added too much,
795
00:36:39,153 --> 00:36:40,937
but then you have waffle batter
796
00:36:41,068 --> 00:36:43,244
that drips down the
sides of the waffle iron
797
00:36:43,375 --> 00:36:45,551
and it is no fun to clean up.
798
00:36:45,681 --> 00:36:47,074
If I was a high
schooler in the '60s,
799
00:36:47,205 --> 00:36:48,554
and I wanted to
make some waffles,
800
00:36:48,684 --> 00:36:51,121
I would need to be
doing a lot of work
801
00:36:51,252 --> 00:36:53,646
that I don't know if
I would wanna be doing
802
00:36:53,776 --> 00:36:54,821
as a high schooler.
803
00:36:54,951 --> 00:36:56,562
Dorsa
believes he can create
804
00:36:56,692 --> 00:36:59,304
a whole pre-made
waffle for consumers
805
00:36:59,434 --> 00:37:02,002
by using a new method
in food technology.
806
00:37:02,132 --> 00:37:03,525
Flash freezing.
807
00:37:03,656 --> 00:37:05,875
Flash freezing is an
alternative to the old method,
808
00:37:06,006 --> 00:37:08,269
which was just freezing
over a period of time.
809
00:37:08,400 --> 00:37:10,576
That slower method
tends to create
810
00:37:10,706 --> 00:37:12,273
these larger crystals of ice.
811
00:37:12,404 --> 00:37:15,145
The problem is, when
you thaw the food,
812
00:37:15,276 --> 00:37:17,757
the flavor drains
out with the water.
813
00:37:17,887 --> 00:37:20,325
Flash freezing
fixes that problem,
814
00:37:20,455 --> 00:37:22,283
because it freezes right
through immediately,
815
00:37:22,414 --> 00:37:23,589
instantaneously,
816
00:37:23,719 --> 00:37:24,720
so there's none
of those crystals,
817
00:37:24,851 --> 00:37:26,809
so it maintains the flavor.
818
00:37:26,940 --> 00:37:29,986
Dorsa develops
the first frozen waffle.
819
00:37:31,553 --> 00:37:32,772
He took the waffle,
820
00:37:32,902 --> 00:37:34,600
something just about
everyone loves,
821
00:37:34,730 --> 00:37:36,558
and the toaster,
that was just about
822
00:37:36,689 --> 00:37:38,647
every household in the country,
823
00:37:38,778 --> 00:37:42,129
and combined it with
flash freezing technology,
824
00:37:42,260 --> 00:37:44,218
and created a whole
new dimension.
825
00:37:44,349 --> 00:37:46,089
Not only breakfast foods,
826
00:37:46,220 --> 00:37:50,050
but American foods, and
toaster foods, forever.
827
00:37:50,180 --> 00:37:52,705
Frank Dorsa's really
capturing lightning in a bottle
828
00:37:52,835 --> 00:37:57,187
with creating a fully-formed,
fully-fledged waffle
829
00:37:57,318 --> 00:37:59,059
in frozen format
830
00:37:59,189 --> 00:38:02,062
that's becoming available
for more and more Americans.
831
00:38:03,281 --> 00:38:06,936
This revolutionized
how waffle lovers
832
00:38:07,067 --> 00:38:08,634
can have waffles for breakfast.
833
00:38:08,764 --> 00:38:11,506
We can just take
those frozen waffles,
834
00:38:11,637 --> 00:38:15,031
put them in the toaster, and
then all you need is syrup.
835
00:38:15,162 --> 00:38:16,990
This concept doesn't
have a name yet.
836
00:38:17,120 --> 00:38:18,774
Frank decides to
make a portmanteau.
837
00:38:18,905 --> 00:38:21,386
He puts together the word
frozen, the word waffles,
838
00:38:21,516 --> 00:38:22,517
come together to make
839
00:38:22,648 --> 00:38:25,303
the very catchy, I
think, word froffles.
840
00:38:38,185 --> 00:38:40,579
Dorsa's froffle
has caught the attention
841
00:38:40,709 --> 00:38:43,059
of the biggest
name in breakfast.
842
00:38:43,190 --> 00:38:45,235
William LaMothe of
Kellogg's realizes,
843
00:38:45,366 --> 00:38:48,804
"Hey, we know we can put
a pastry in the toaster.
844
00:38:48,935 --> 00:38:50,937
Now our competitors do too.
845
00:38:51,067 --> 00:38:54,636
We have to find the next great
thing to put in the toaster.
846
00:38:54,767 --> 00:38:56,551
Why not a waffle?"
847
00:38:56,682 --> 00:38:58,248
LaMothe
summons Frank Dorsa
848
00:38:58,379 --> 00:38:59,772
to Battle Creek Michigan,
849
00:39:01,774 --> 00:39:05,952
and in 1970, Kellogg's
buys Dorsa's frozen waffle.
850
00:39:06,082 --> 00:39:08,215
Kellogg's, as an international
breakfast conglomerate,
851
00:39:08,346 --> 00:39:12,088
has the reach to put Froffles
in every American household.
852
00:39:12,219 --> 00:39:13,133
But before LaMothe
853
00:39:13,263 --> 00:39:15,483
launches Froffles nationwide,
854
00:39:15,614 --> 00:39:17,267
he reconsiders the name.
855
00:39:17,398 --> 00:39:20,836
The name Froffle is,
technically speaking,
856
00:39:21,533 --> 00:39:22,925
stupid.
857
00:39:23,056 --> 00:39:24,710
So, he looked back
858
00:39:24,840 --> 00:39:26,755
to one of Frank Dorsa's
early developments,
859
00:39:26,886 --> 00:39:30,063
mayonnaise, and potato
chips, the Eggo brand.
860
00:39:30,193 --> 00:39:32,370
So, LaMothe chooses a name
861
00:39:32,500 --> 00:39:35,547
that literally
means waffles to me
862
00:39:35,677 --> 00:39:38,332
and just about everyone
in the United States.
863
00:39:40,116 --> 00:39:42,380
It's
now the Eggo Waffle.
864
00:39:42,510 --> 00:39:44,251
So, with the
invention of the Eggo,
865
00:39:44,382 --> 00:39:46,166
suddenly you had
this opportunity
866
00:39:46,296 --> 00:39:48,864
to take it outta your freezer,
throw it in the toaster,
867
00:39:48,995 --> 00:39:50,213
and have it done for kids.
868
00:39:50,344 --> 00:39:52,999
Well, the marketing mind
of LaMothe wins again.
869
00:39:53,129 --> 00:39:56,089
He creates a slogan that has
withstood the test of time.
870
00:39:57,264 --> 00:39:59,092
Leggo my Eggo.
871
00:39:59,222 --> 00:40:01,311
The marketing around the
Eggo waffle, "Leggo my Eggo,"
872
00:40:01,442 --> 00:40:02,748
was brilliant,
873
00:40:02,878 --> 00:40:05,054
and I think echoed
what happened in
874
00:40:05,185 --> 00:40:06,578
households across the country,
875
00:40:06,708 --> 00:40:10,538
where siblings battled to
be the first, or the last,
876
00:40:10,669 --> 00:40:13,759
to eat the Eggo waffles that
were still left in the box.
877
00:40:15,021 --> 00:40:17,327
So, because of Frank
Dorsa's ingenuity,
878
00:40:17,458 --> 00:40:20,243
you take something that is
as beloved as the waffle,
879
00:40:20,374 --> 00:40:24,204
and the marketing savvy
of William E. LaMothe.
880
00:40:24,334 --> 00:40:28,208
Well, now you have created
a new breakfast category,
881
00:40:28,338 --> 00:40:30,906
a new taste sensation,
an innovation,
882
00:40:31,037 --> 00:40:33,169
and something that will populate
883
00:40:33,300 --> 00:40:36,564
American breakfast
tables for years to come.
884
00:40:36,695 --> 00:40:40,568
The Eggo purchase
would result in $115 million
885
00:40:40,699 --> 00:40:42,831
in annual frozen waffle sales,
886
00:40:42,962 --> 00:40:45,965
and now, makes up
to $186 million.
887
00:40:47,401 --> 00:40:50,404
Today, Kellogg's has combined
its two toaster all-stars
888
00:40:50,535 --> 00:40:53,538
into one treat,
the Eggo Pop-Tart.
889
00:40:53,668 --> 00:40:57,933
Kellogg's not only
became the first word,
890
00:40:58,064 --> 00:41:02,329
and first name, in terms of
the American breakfast table,
891
00:41:02,460 --> 00:41:04,592
they redefined
breakfast in America,
892
00:41:04,723 --> 00:41:06,768
and maybe the world
as we know it.
893
00:41:06,899 --> 00:41:09,554
People still, in
the 21st century,
894
00:41:09,684 --> 00:41:11,425
are talking about two
scoops of raisins,
895
00:41:11,556 --> 00:41:13,514
Snap, Crackle, and Pop,
896
00:41:13,645 --> 00:41:15,124
Leggo my Eggo.
897
00:41:16,735 --> 00:41:19,868
For a long time, breakfast
was, frankly, very boring,
898
00:41:19,999 --> 00:41:21,783
and then suddenly,
there was this sort of
899
00:41:21,914 --> 00:41:24,177
explosion of joy in the morning,
900
00:41:24,307 --> 00:41:26,527
this idea that
you could have fun
901
00:41:26,658 --> 00:41:28,442
with something that
came out of a box.
902
00:41:28,573 --> 00:41:29,443
Kellogg's has released
903
00:41:29,574 --> 00:41:32,185
over 25 different
flavors of Pop-Tart
904
00:41:32,315 --> 00:41:34,709
since their debut in 1964,
905
00:41:34,840 --> 00:41:38,060
and still introducing new
varieties to this day.
906
00:41:38,191 --> 00:41:39,975
Pop-Tart's massive sales reach
907
00:41:40,106 --> 00:41:42,021
nearly 2 billion units annually.
908
00:41:43,805 --> 00:41:46,895
But despite all the innovation
and reinvention of breakfast,
909
00:41:47,026 --> 00:41:49,332
cereal still reigns supreme.
910
00:41:49,463 --> 00:41:50,769
I love Fruit Loops,
911
00:41:50,899 --> 00:41:53,423
but Fruity Pebbles, the
way the milk hits them,
912
00:41:53,554 --> 00:41:55,077
when you can scoop up
913
00:41:55,208 --> 00:41:57,819
such a high pile of
Fruity Pebbles in a bowl,
914
00:41:57,950 --> 00:41:59,517
and you get that nice crunch,
915
00:41:59,647 --> 00:42:01,301
and all the flavor
just pops out.
916
00:42:01,431 --> 00:42:04,696
1.4 billion
bowls of Post's Pebbles
917
00:42:04,826 --> 00:42:06,262
are eaten each year.
918
00:42:11,354 --> 00:42:12,747
There's still something
magical, though,
919
00:42:12,878 --> 00:42:16,359
about, like, the ice-cold milk
with the crunch of cereal.
920
00:42:16,490 --> 00:42:18,231
How could you not love this?
921
00:42:18,361 --> 00:42:21,234
I just want to
salute every teacher
922
00:42:22,322 --> 00:42:24,803
that had to contend
with a room full of kids
923
00:42:24,933 --> 00:42:27,849
that just consumed bowls
of cereal like this.
924
00:42:27,980 --> 00:42:30,069
This had to be rocket fuel
925
00:42:30,199 --> 00:42:32,419
in the system of a first grader.
70390
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