Eating advertising

From The Great American Cereal Book, by Marty Gitlin and Topher Ellis

But Post beat Kellogg to the wider market with his ready-to-eat Grape Nuts, developed in 1897. On this box (apparently made in the US but marketed to an English audience), Post claimed that consumers would get more “nourishment from 1 pound of Grape Nuts than from 10 lbs of MEAT, WHEAT, OATS OR BREAD.” Another advertisement from 1903 promised that Grape Nuts were the key to kicking your liquor habit. These claims were largely accepted since, unlike other more straightforward cereals, no one knew what the hell a Grape Nut was. “Grape Nuts was people eating advertising,” Carin Gendell, senior brand manager in the 1980s, told The Wall Street Journal.