Cereal has been a big part of the American breakfast diet dating as far back as the late 19th century. It was first introduced as a hard flat graham based flake by a religious vegetarian James Jackson. C.W. Post took off with the idea and created the first popular successful brand ”Grape Nuts”.The transition from what was a healthy digestive aid to what we presently know as breakfast cereal began about 1900 when the Kellogg brothers came up with a lighter flake made of corn and began adding small amounts of sugar. From 1910 to about 1950 somewhat healthier versions of cereal dominated the market with favorites like Puffed Rice, Wheaties and Shredded Wheat as the go-to breakfast cereal. It wasn’t until after World War II that sugar began to be the main selling point. Cereals such as Frosted Flakes(1950), Cap’n Crunch (1960), Count Chocula (1970), Smurf Berry Crunch (1980) and Puffins (1990) soon took over the category as the desire for more and more sugar-sweetened cereals persisted. In the year 2000, parents began questioning what exactly they were giving their children and a push for more transparency in labeling and wholesome ingredients started a revolution in the cereal industry. This in addition to the fact that sales were declining because the younger generation had turned more toward smoothies and yogurt as alternative breakfast foods. They considered these sugar-laden cereals to be more of a dessert and comfort food then a nutritious meal. As a result of consumer demands, Cheerios began using non-GMO wheat. Other food companies have turned to producing healthier grain cereals with less sugar, preservatives and food coloring. All of these changes are being introduced by the large food producers in an attempt to win back their share of what was once an extremely lucrative market. Change has been slow and long overdue. As consumers we do have the power to influence in a positive way what we choose to consume.