Kellogg’s Shredded Wheat Patent

Ever wondered why Shredded Wheat advertising always includes fruit – but in the wrong place? … something only centenarians would notice.
Back in 1915, Kellogg’s patented the unique shape of Shredded Wheat – “a cylindrical cereal biscuit made with a concave top”. 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.
Today’s packaging brief clearly instructs the designer to add fruit, but omits to specify where it should properly be placed.
(Patent: US1168888)
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