Shredded Wheat

Tuesday March 16thCereal Category

shreddedwheat

My sisters and I weren’t allowed to eat sugar (or as we called it, “normal”) cereal growing up so we always had a variety of “good for you” cereals, and Spoon Sized Shredded wheat was a standard in the pantry.
The box on the left (from a 1982 ad) uses up the space nicely.  The Nabisco logo sits perfectly in the upper left corner.  The text is kind of blocky and the color is a flat yellow or white. The  text “Spoon Size” is the largest on the box and although all of the other text is smaller it’s all large enough to be read without trying too hard. And of course what an attractive bowl of cereal with berries places in the lower half of the box.

The new box also uses red as it’s background color but has added shading or spotlight or whatever to it.  I can’t tell if the shading in the middle of the box is supposed to be a shadow from the spoon or just a way to emphasize the text “Shredded Wheat”.  After doing a little research I found out that Post bought Nabisco.  While some products, like Triscuits, are still allowed to carry the familiar Nabisco logo in the corner of the box, Post has decided to take the credit for Shredded Wheat.  The Post logo has a 3-D effect to it, making it look like a button hovering over the title. 
Post decides to go a different route from Nabisco and makes the “Shredded Wheat” larger text with gradient and really puts “Spoon Size” in it’s place by making it so small you might not even see it until a second glance.  Some other information is included but makes it so small that you’d really only read it if you’re bored and looking for something to read while eating this stuff (which doesn’t taste much different from the box itself).   Also, the bowl of cereal is replaced by just a spoon with three pieces of cereal on it.
I feel like the old version looks a little more inviting, like it’s being offered “here have some, there’s a whole bowl of it!” and the new one looks like “Here’s your ration of Shredded Wheat, come back next week for another spoonful”.  Maybe not, I don’t know. 

Shredded Wheat: Old or new?

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7 Comments

  1. Kevin Swope
    March 16, 2010

    The spoon of shredded wheat on the new box looks like a proverbial sword of Damocles hanging over us. Something about it is a little off-putting!

  2. Ethan
    March 16, 2010

    The shadow almost looks like something is falling from above and is about to crash to the ground – the missing bowl of cereal maybe? The spoon sort of looks like it’s falling too. Interesting…

    Does anyone remember the large version of Shredded Wheat? Do they still make that these days? If not, maybe that’s why “spoon size” is so small now. I remember having the large version as a kid – that and Weetabix. Ugh. Having to work your way outside two huge pieces of Shredded Wheat in the morning was bad, but Weetabix was even worse.

  3. Daria
    March 16, 2010

    Post got the Nabisco cereals, but Kraft got the crackers – Ritz, Triscuit, etc. I don’t know if Kraft got the Nabisco naming rights, too.

  4. Jerry
    March 31, 2010

    blueberries can sell anything

  5. Melissa
    April 3, 2010

    I don’t even like blueberries, but they have me sold on the old box. I see the new box and I don’t even see a bowl… it almost makes me feel like Post is trying to tell me “HEY EAT THIS STUFF OR ELSE” like someone is force-feeding me their shredded wheat. The older version has a full and lucious bowl, plump blueberries, and instead of a spoon that reminds me of being force-fed cereal (the feeling I get from the new box) the old box has a nice little happy spoon – from the looks of the spoon, it looks like “woo yeah, I am a spoon! I have the motherload – some tasty wheat squares AND a blueberry – yes yes yessssss… wee!”

  6. Aimee
    September 27, 2010

    I was disappointed as a kid when my mom let me pick a cereal, and I chose this one due to the blueberries & said so–thank God!! She said, “It doesn’t have the blueberries in it.” so we got cinnamon Life instead.

  7. Paul Duca
    December 26, 2010

    Nabisco sold off its cereal line to Post long before it and General Foods (Post’s parent) became part of Kraft Foods, thus being part of the same family again.
    (in acquiring Nabisco, Kraft got back Jet-Puffed Marshmellows, which it sold off to a company that Nabisco snapped up)

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