Kellogg’s Shredded Wheat Patent
Ever wondered why Shredded Wheat advertising always includes fruit – but in the wrong place? ⊠something only centenarians would notice.
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Back in 1915, Kelloggâs patented the unique shape of Shredded Wheat â âa cylindrical cereal biscuit made with a concave topâ. The concave top was intended to contain berries or fruit, and causes the milk poured thereon to penetrate the pores of the biscuit more quickly.
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Todayâs packaging brief clearly instructs the designer to add fruit, but omits to specify where it should properly be placed.
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(Patent: US1168888)
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