Halfsies

Halfsies

Halfsies were a breakfast cereal manufactured by Quaker Oats from 1983 through 1984. They were the result of the so-called "sugar backlash" in which the amount of sugar in children's breakfast cereals became an issue. The premise was they contained half the sugar of regular breakfast cereals, and that they were half-corn and half-rice. The cereal nuggets were shaped as half a normal cereal ring, like the letter C.

They were corn- and rice-basedcite web| url=http://www.retrostatic.com/videos/p803_sectionid/8/p803_fileid/636/p803_js_on/1 |title=TV Commercial for Halfsies at RetroStatic.com| publisher=RetroStatic.com|accessdate=2007-11-10] and, essentially, were Cap'n Crunch (another Quaker Oats product) with half the sugar and a slightly different texture.

The marketing campaign was headed by the King of The Land of Half who presided over The Land of Half. The box featured Half Land where houses, cars, food, etc. was all cut in half (i.e. only half of a house would be present with the walls open on one half and you could see into the house, etc.)

Halfsies were discontinued due to poor sales.

References

* [http://query.nytimes.com/gst/fullpage.html?res=9804E0D7153BF93AA3575BC0A967948260 New York Times article]

External links

* [http://www.quakeroats.com Quaker Oats website]


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