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Junk food has had a tough press over the past few years. First there was the dirty slur on the good name of the esteemed burger flipping clown, who, we were led to believe, chopped down our precious rainforest inheritance in order to supply us starchy nourishment. Then there was the low-fat diet candy that gave American sugar lovers the runs. Finally, we discovered that Pot Noodles might be carcinogenic, and that Polo abuse leads to male impotence. What refuge remained for the junk food lover? Where could a law abiding citizen turn for a harmless recreational sugar rush?
Salvation came from the unlikely source of Kellogg’s, purveyors of fine breakfast solutions for over a century (or something). So how did it happen? How was it that the kings of the rolled grain turned their hand to what can only be described as a synthesis of candy bar and cookie? Well they claim it’s a response to changing times. Today’s younger generation simple do not have the time to swallow down a bowel of cornflakes before making their way into work. They want a meal on the hoof – they’re urban grazers, and for them, breakfast must be consumed in bar form, or, to be more precise, in the form of a Nutri-Grain bar.
Whether anyone has ever eaten a Nutri-Grain as a substitute for breakfast is up for debate. What is most certainly not in doubt is the appeal of this popular treat. Since their UK launch, two years ago, these shiny wrapped sensations have captured hearts and minds of a nation. In an attempt to keep up with our seeming insatiable demand, the guys at the big K have tempted us with endless variations – late arrivals like Cherry, Twists and now new Chocolate flavour have made Nutri-Grain a craze rivalled only by Pokemon. Chocolate has only been out for a week, and is in such demand that kids are beating each other over the head with bricks in order to get a bite, in scenes reminiscent of the playground bloodbaths which resulted from the launch of a Mew Pokemon trading card.
Best of all, Nutri-Grains, whilst having all the appeal of a chocolate bar, are positioned, however misleadingly, as being healthy. The "Nutri" bit in the name somehow lets us junk food lovers off the hook, almost as if they’re doing us good in some mysterious, vitamin enriched way.
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