Last night at the grocery store, I noticed a cereal made by Kellogs named Frosted Mini-Wheats Big Bite. The premise seems to be that the cereal in question is larger than the Bite Size version of Frosted Mini-Wheats. Exactly when does a product stop being “mini” if it is also “big”?

The whole premise behind frosted mini-wheats is that they are smaller than regular shredded wheat. For whatever reason, shredded wheat’s native size seems to be that of a small paperback book. It’s not clear to me what culinary and marketing genius decided to make a cereal that was ten times larger than the average spoon. Predictably, such a cereal turned off that portion of the American population that didn’t see the point in saving the manufacturer money by spending the time to break cereal into bite size chunks.

So, Post came out with spoon size shredded wheat. This was an improvement as it allowed Americans to pour the shredded wheat into a bowl, cover it with milk, and start eating without that messy deconstruction step.

What market research showed, however, was that shredded wheat tasted like wood mulch, and since Americans generally don’t eat wood mulch for any meal, much less breakfast, it was back to the drawing board for Post.

Finally, the food scientists figured out that if they made shredded wheat in a size that fit the average spoon, and if that shredded wheat was covered in an incredibly sweet, hard, white frosting (just like Frosted Flakes….

Hmm…wonder where they got the idea for this frosting coating…

Hmmm…) Americans just might buy it. Hence, Frosted Spoon Size Shredded Wheat was born.

Somewhere along the line, Kelloggs jumped into the action with corporate predictability by copying its rival’s product, creating the Frosted Mini-Wheat. It is clear, however, that Kelloggs has learned nothing from the past.

Frosted Mini-Wheats Big Bite, translated into English from Marketer Speak, is literally “big little sugary whole wheat cereal.” Doesn’t that make the whole issue clearer?google_ad_client = “pub-9050559929403028”;google_ad_width = 728;google_ad_height = 90;google_ad_format = “728x90_as”;google_ad_type = “text_image”;google_ad_channel =”“;google_color_border = [“FDFFCA”,”CC99CC”];google_color_bg = [“FDFFCA”,”E7C6E8”];google_color_link = [“0000CC”,”000000”];google_color_url = [“008000”,”00008B”];google_color_text = [“000000”,”663366”];