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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

A Better Way to Start the Day: Pseudoscience, Health and Synthetic Personalisation in Breakfast Cereal Packaging

Smith, Angela (2024) A Better Way to Start the Day: Pseudoscience, Health and Synthetic Personalisation in Breakfast Cereal Packaging. In: Food Marketing and Selling Healthy Lifestyles with Science: Transhistorical Perspectives. Routledge, Abingdon, p. 211. (In Press)

Item Type: Book Section


Breakfast is often regarded as the most important meal of the day. As the meal that breaks the overnight fast, breakfast is represented as providing sustenance and energy for the day ahead. However, breakfast cereals are a relatively recent invention, having arrived on US breakfast
tables in the late nineteenth century and UK breakfast tables in the early twentieth century. This chapter will explore the branding of one particular type of breakfast cereal in the UK: muesli. Specifically, it will look at how one of the first commercial muesli, Alpen, was marketed as a healthy breakfast choice on its introduction to the UK market in 1971, and how this compares and contrasts with the marketing of a more modern competitor, Troo Granola+, launched in the UK in 2018. Looking at how the same type of product was introduced over a period of time by two different brands will demonstrate how cultural norms allied with
developments in nutritional science influence their packaging, the health claims made and how the consumer is addressed.

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Depositing User: Angela Smith


Item ID: 17427

Users with ORCIDS

ORCID for Angela Smith: ORCID iD

Catalogue record

Date Deposited: 12 Mar 2024 09:04
Last Modified: 12 Mar 2024 09:15


Author: Angela Smith ORCID iD

University Divisions

Faculty of Arts and Creative Industries > School of Media and Communications


Culture > English Language and Literature

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