Sunday, October 14, 2012


I have been having this one brand of breakfast Cereals on and off for more than 6 years now. Considering that I eat like 1 box a week and assuming I at least consume 30 boxes a year (costing approximately $7 a box) I have spent more than $1260 on this brand. So much for brand loyalty.

Anyway, last few years I have noticed that they have a white sticker posted on the front-bottom of the boxes and always wondered why they were. My investigative senses made me try to carefully peel the stickers off to have a peak inside (if you don’t want me to see, then I am really interested to see!) but the adhesive they use is so good, that it always managed to tear off the writing beneath it. After a while I gave up, and became a drone doing my morning routine without bothering what the sticker stood for.

Post Shredded Wheat

However, yesterday after so many years, I finally saw a box on my supermarket’s aisle without the sticker. I was exhilarated. I felt like a adolescent seeing porn for the first time. And what did I read? – “No high fructose corn syrup – unlike Kellogg’s Frosted Mini-Wheats Bite Size Cereal” on the box. I was mighty disappointed. I mean for last few years you have been hiding this meagre detail from me by putting that big bright white sticker? I mean, all this excitement for nothing?

Anyways, now that I managed to see it, I did my own little research on why it was covered. Apparently, the only place that Post manufactures this brand of Cereals is in the US. Their packaging is also done in the US and from there these boxes are shipped all over the world. Unlike some other brand of cereals (e.g. Quakers) who actually have a different Asia-specific packaging.

In the US – you are allowed to name your competitor in your advertising and most countries in this part of the world, don’t let you name them. So all this while, these white stripes were to comply with local advertising regulation. And – life will never be the same for me again! Anyway to curtail my disappointment (and yours), see the Coke vs Pepsi commercial which shows both brands!

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