The power of cereal isn’t to be underestimated. Australia’s “muesli magnate” Narelle Plapp went from selling from the back of her car to a $5 million business in a decade.
Her Food for Health brand’s Liver Cleansing muesli variety contains no sugar of any kind and is the only pre-packaged muesli I buy when my time and do-it-yourself muesli efforts run out. Thankfully it doesn’t happen much. This IMK month beyond making a batch of muesli from my pantry stash of dry goods, kitchen time has been non-newsworthy, so…
Myself, I’m quite enthusiastic on the topic, particularly when it’s about muesli, although inauspiciously defined by Urban Dictionary as “a clever ploy to sell hamster food to human beings”. That may technically be true… but muesli is so much more than the sum of its parts.
Muesli is truly an equal opportunity cereal. It can be fat free, sugar free, fruit free, gluten free, nut free, vegan… You can buy muesli in a multitude of pre-packaged permutations but I think the best and cheapest muesli is bespoke. My creations include only oats or oat bran, pepitas, sunflower seeds, coconut and raw nuts.
Like Emeril Lagasse “I can’t tell you enough about cinnamon. Cinnamon is an awesome spice to use and it goes great with something like apples in the morning or in a mixture of fruit or in your oatmeal or even in your cereal” my secret muesli ingredient is cinnamon, added with plain full fat yoghurt (preferably homemade) and a smattering of fruit -fresh, or frozen berries.
Muesli attracts cheap shots…
“Keating unleashes the lip on ‘muesli-chewing’ Moore… Former prime minister Paul Keating has labelled Sydney Lord Mayor Clover Moore a supporter of “sandal-wearing, muesli-chewing, bike-riding pedestrians” because she opposes the Barangaroo project.”
… and is often misunderstood.
“The [green] movement must look long and hard at itself and break out of the comfortable ‘muesli-belt’ if it is to truly reflect the views of the wider community.” Head honcho at Global Action Plan and friend of BusinessGreen Trewin Restorick says environmental campaigners must do more to support disadvantaged sections of society.
But it’s a cereal discussion worth having…
“Some candy bars had more protein than many cereals. [Jean] Mayer dubbed them “sugar-coated vitamin pills” and wrote, “I contend that these cereals containing over 50% sugar should be labeled imitation cereal or cereal confections, and they should be sold in the candy section rather than in the cereal section.” Michael Moss, Salt Sugar Fat: How the Food Giants Hooked Us
“Rule 36: Don’t eat breakfast cereals that change the color of your milk.” Michael Pollan
“Episode two tells the story of a modern marketing miracle: the story of the breakfast cereal. The Age of Plenty investigates the processing, marketing and advertising behind a breakfast that has singularly impacted the way we live. Breakfast cereal marks the birth of modern day “convenience food”, invented to make cheap and lifeless corn bits edible and easy to sell, and promoted through reverse psychology, cereal has transformed the way we eat and consequently the way we live. This series tracks the multi-billion dollar breakfast cereal industry, explaining the impact of television advertising on the promotion and sales of breakfast cereals, which endures to this day.” The Foods that Make Billions
Thanks to Celia of Fig Jam and Lime Cordial for hosting In My Kitchen and the IMK community for foodie inspiration & the virtual company they provide. If you’d like to join in, link back to Celia’s blog.