Developed in the nineteenth century as adult health foods, cereals became a multi-billion dollar American way of breakfast, especially for children, in the twentieth century Toasted and stewed grains have given way to flavored, highly sweetened convenience foods served with milk. Commercials aggressively market their tigers, leprechauns and rabbits and other product tie-ins on or in the box. Concern with children’s nutrition as well as adult health has widened the range of cereals to incorporate new grains and fruit/nut mixtures, while some advertising stresses associations with nature or sports (Wheaties, “Breakfast of Champions”). Still, it pays to read the label.