Saw something shocking today in the market. Once upon a time, Kellogg's had a cereal called Sugar Pops…puffed corn with a sweet coating. They weren't my favorite but when I got a Variety Pak, the Sugar Pops (unlike the Shredded Wheat) did not go uneaten.
Then one day, the word "sugar" began to fall out of favor with parents and maybe even with some kids, too. Sugar Pops became Sugar Corn Pops and then a few years later, they were just plain Corn Pops. I'm not sure if this was part of a long-range plan or not. Maybe someone at Kellogg's thought that if they made the change from Sugar Pops to Corn Pops in steps, loyal buyers would understand it was the same product. (I assume it was the same product. If they'd modified the cereal itself, I think they'd have completely changed the name.)
Inevitably, they became Corn Pops…and I'm pretty sure inside was the same puffed corn with the sweet coating I ate when I was five. But I have also seen packages — and I'm sorry I couldn't find a photo to prove this to you but take my word for it — that just said Pops. Nothing about sugar, nothing about corn. It was just a box of Pops.
I stood there stunned, blocking the aisle as other shoppers attempted to get by before their DiGiorno's Frozen Pizzas thawed. They had to squeeze past me, staring at the shelf, realizing where this is all heading. I've seen Sugar Frosted Flakes become just Frosted Flakes and Sugar Smacks become Honey Smacks. Next time I go in, they'll probably be just Flakes and Smacks.
It's not a great trend. If people are going to eat sugar, let them be well aware it's sugar. Don't help them pretend it's something else. Why they're doing this, I don't know. If I were running the Kellogg's company, I don't think I'd want to disabuse people of the notion that my product relates in any way to food.