Force (cereal)

Last updated
Force
Sunny jim.gif
Early Force packaging featuring Sunny Jim
TypeCereal
CourseBreakfast
Place of originUnited States
Created byForce Food Company
Invented1901;120 years ago (1901)
Serving temperatureCold
Main ingredientsWheat

Force was the first commercially successful wheat flake breakfast cereal. Prior to this, the only successful wheat-based cereal products had been Shredded Wheat and the hot semolina cereal, Cream of Wheat. The product was cheap to produce and kept well on store shelves. First produced in 1901 by the Force Food Company in Buffalo, New York, [1] [2] it was one of three companies owned by Edward Ellsworth and advertised using a popular cartoon figure called Sunny Jim. [3] [4]

History

The first advertising copy for the new product described the cereal as "The Food That is all Food", the advertising images showed rosy-cheeked children, and it was sold in a box decorated with images of muscular men wrestling with chains. Perhaps because it was not initially targeted at a well-defined market, it did not sell well.

In late 1901 Minnie Maud Hanff, a freelance jingle writer, invented the character Jimmy Dumps, a morose character who on eating the cereal was transformed into Sunny Jim. Dorothy Ficken produced line drawings, and Hanff produced lighthearted jingles describing Sunny Jim's transformation. The advertising appeared in magazines, on billboards, and on the sides of urban trolley cars from May 1902 through to the fall.

The campaign was wildly successful. Force was originally produced in a single plant in Buffalo, but by early 1904 the Canadian Grocer reported that there was one more Force food mill in Buffalo, a third mill in Chicago and one in Hamilton, Ontario, producing a total of 360,000 packages per day.

Ellsworth overextended and lost control of his companies in 1907. Thereafter Force cereal changed ownership frequently.

In 1903 a British subsidiary of the Force Food Company was formed to import the cereal to Europe. A slightly modified version of Sunny Jim and his jingles caught the fancy of British consumers. A. C. Fincken, a former employee of the Force Food Company, set up an agency in 1910 to import American cereals to the UK. The cereal, and the Sunny Jim character achieved wide success in Britain, at its peak in 1930 selling 12.5 million packages. In 1932 the cereal was reintroduced into the United States by Herbert C. Rice, an Englishman involved in radio production in Buffalo. He introduced The H-Bar-O Rangers, a popular radio adventure serial for boys involving another permutation of the Sunny Jim character, and linked to an advertising campaign for the cereal. It didn't last.

In 1940, Force sponsored The Adventures of Superman, a radio show which introduced key concepts to Superman like Kryptonite. [5]

Since 1954 the cereal was manufactured in the UK for domestic sale. A.C. Fincken & Co., Ltd. was sold to Rank Hovis McDougall, a subsidiary of the Nestle Company, in 1985. An unusual marketing campaign in the 1970s was focussed on the Ravenglass and Eskdale Railway: perhaps successful, but exposed to a very narrow market. [6] A pre decimal coin collection was available with all 10 coins of ER2 including the farthing, circa 1986-88. [7]

Manufacture of Force cereal ceased in 2013, [8] the reason cited being poor sales, although in the last few years of production the cereal had been difficult to find due to having very few retail outlets, latterly only Sainsbury's, Waitrose and Ocado.

Since then, the Force wheatflakes brand was revived for UK consumers, and was acquired by Nestlé. It was, but is no longer, for sale on the Waitrose website. [9]

Related Research Articles

Breakfast cereal Processed food made from grain

Cereal, formally termed breakfast cereal, is a traditional breakfast food made from processed cereal grains. It is traditionally eaten as part of breakfast, or a snack food, primarily in Western societies.

General Mills American food manufacturer

General Mills, Inc., is an American multinational manufacturer and marketer of branded consumer foods sold through retail stores. It is headquartered in Golden Valley, Minnesota, a suburb of Minneapolis. The company markets many well-known North American brands, including Gold Medal flour, Annie's Homegrown, Lärabar, Betty Crocker, Yoplait, Colombo, Totino's, Pillsbury, Old El Paso, Häagen-Dazs, Cheerios, Trix, Cocoa Puffs, and Lucky Charms.

Corn flakes Type of breakfast cereal

Corn flakes, or cornflakes, are a breakfast cereal made from toasting flakes of corn (maize). The cereal, originally made with wheat, was created by Dr. Will Kellogg in 1894 for patients at the Battle Creek Sanitarium where he worked with his brother John Kellogg who was the superintendent. The breakfast cereal proved popular among the patients and Kellogg subsequently started what became the Kellogg Company to produce corn flakes for the wider public. A patent for the process was granted in 1896, after a legal battle between the two brothers.

Kelloggs American food company

The Kellogg Company, doing business as Kellogg's, is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including crackers and toaster pastries and markets their products by several well known brands including Corn Flakes, Frosted Flakes, Pringles, Eggo, and Cheez-It. Kellogg's mission statement is "Nourishing families so they can flourish and thrive."

Special K Kelloggs brand of cereal

Special K is a brand of breakfast cereal and meal bars manufactured by Kellogg's. The cereal was introduced to the United States in 1955. It is made primarily from grains like lightly toasted rice, wheat and barley. Special K used to be marketed primarily as a low-fat cereal that can be eaten to help one lose weight.

Cheerios Breakfast cereal made by General Mills

Cheerios is a brand of cereal manufactured by General Mills in the United States, consisting of pulverized oats in the shape of a solid torus. In some countries, including the United Kingdom, Cheerios is marketed by Cereal Partners under the Nestlé brand; in Australia and New Zealand, Cheerios is sold as an Uncle Tobys product. It was first manufactured in 1941 as CheeriOats.

Wheaties Breakfast cereal made by General Mills

Wheaties is a brand of breakfast cereal made by General Mills. It is well known for featuring prominent athletes on its packages and has become a cultural icon in the United States. Originally introduced as Washburn's Gold Medal Whole Wheat Flakes in 1924, it is primarily a wheat and bran mixture baked into flakes.

Sunny Jim

"Sunny Jim" is the name of two completely unconnected characters used in advertising and product branding: (1) a cartoon character created to promote Force cereal, the first commercially successful wheat flake; (2) the name of a brand of peanut butter produced in the Seattle area. It is also used as a form of address for men in general or to refer to those named James.

A jingle is a short song or tune used in advertising and for other commercial uses. Jingles are a form of sound branding. A jingle contains one or more hooks and meaning that explicitly promote the product or service being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television commercials; they can also be used in non-advertising contexts to establish or maintain a brand image. Many jingles are also created using snippets of popular songs, in which lyrics are modified to appropriately advertise the product or service.

Post Consumer Brands is an American breakfast cereal manufacturer headquartered in Lakeville, Minnesota.

Golden Crisp Breakfast cereal made by Post Cereals

Golden Crisp is a brand of breakfast cereal made by Post Consumer Brands that consists of sweetened, candy-coated puffed wheat and is noted for its high sugar content. It was introduced in the US in 1948.

All-Bran Breakfast cereal made by Kelloggs

All-Bran is a high-bran, high-fibre, wheat bran breakfast cereal manufactured by Kellogg's and marketed as an aid to digestive health.

Shreddies Breakfast cereal made from wheat

Shreddies are a breakfast cereal first produced in Canada in 1939 by Nabisco. The Shreddies brand is held by Post Consumer Brands in Canada and elsewhere, and Nestlé in the United Kingdom only.

Puffed grain Type of food

Puffed grains are grains that have been expanded ("puffed") through processing. They have been made for centuries with the simplest methods like popping popcorn. Modern puffed grains are often created using high temperature, pressure, or extrusion.

Shredded wheat Breakfast cereal made from whole wheat

Shredded wheat is a breakfast cereal made from whole wheat formed into pillow-shaped biscuits. It is commonly available in three sizes: original, bite-sized and miniature. Both smaller sizes are available in a frosted variety, which has one side coated with sugar and usually gelatin. Some manufacturers have produced "filled" versions of the bite-size cereal containing a raisin at the center, or apricot, blueberry, raspberry, cherry, cranberry or golden syrup filling.

Golden Grahams Breakfast cereal made by Cereal Partners

Golden Grahams is a brand of breakfast cereal owned by Cereal Partners. It is produced under the Nestlé brand worldwide, except in the US and Canada, where it is sold under the General Mills brand.

Bran flakes Breakfast cereal

Bran flakes is a brand of breakfast cereal similar to corn flakes and currently owned by Post Holdings. The cereal consists of small toasted flakes of wheat or oat bran together with binders and seasoning. They may be nutritionally fortified. They are usually served cold with milk.

Nesquik Brand of products made by Nestlé

Nesquik is a brand of food products made by Swiss company Nestlé. In 1948, Nestlé launched a drink mix for chocolate-flavored milk called Nestle Quik in the United States; this was released in Europe during the 1950s as Nesquik.

Bagrrys India Limited

Bagrrys India Limited is an Indian multinational FMCG food-manufacturing company which manufactures the high-fiber breakfast cereals and health foods, headquartered in New Delhi, India. The company has two food brands in its portfolio ‘Bagrry's’ and ‘Lawrence Mills’.

References

  1. "The Early Years of American Ready to Eat Breakfast Cereal: The Honorable Mentions of the Breakfast Cereal Revolution". The Early Years of American Ready to Eat Breakfast Cereal: The Breakfast Cereal Revolution Until 1930. Retrieved 2021-06-13.
  2. "Force Cereal | MrBreakfast.com". www.mrbreakfast.com. Retrieved 2021-06-13.
  3. News/Sun-Sentinel, Ed Rochette, Special to the. "PREMIUM 'POCKET PIECES' PROMOTED WITH POETRY". Sun-Sentinel.com. Retrieved 2021-06-13.
  4. "The H-O Oats Elevator Historical Marker". www.hmdb.org. Retrieved 2021-06-13.
  5. The Golden Age of DC Comics: 365 Days by Les Daniels. Page titled September 7. ISBN   978-0-8109-4969-0
  6. "1977 - Force Sunny Jims Excursions Packet Back". CerealOffers.com.
  7. "1970s - Force Pre Decimal Coin Collection Send Away Offer". CerealOffers.com.
  8. The Grocer (website), Jan 26, 2013 (http://www.thegrocer.co.uk/fmcg/ambient/cereals/force-cereal-axed-after-112-years/235914.article")
  9. Waitrose Online Supermarket (UK): http://www.waitrose.com/shop/ProductView-10317-10001-9-Force+whole+wheat+flakes