Vulgar Wheat.

My sons tend to go through phases with their breakfast cereals. At present they really seem to enjoy Frosted Mini-Wheats...or as we like to call them, "sweet squares". The few times we've actually used the term, "Mini-Wheats" the boys backed away from the table in a horror, thinking that we were trying to foist something healthy on them. As a result, we've placed emphasis on 'sweet', and have kept them at the table.

Suckers.

But what we de-emphasize Kellogg's appears to go out of their way to reemphasize. In no fewer than 12 places on box of Mini-Wheats will you find the word, "Wheat". This includes a proclamation, in bold ink, "Contains Wheat Products" directly underneath the ingredients' listing...a list which kicks off with the main ingredient: wheat. Seems Kellogg's really wants you to know - just in case you were wondering - that there's a whole lotta wheat going on in this box.

Now, I am sure that Kellogg's erring on the side of caution is all well and good. There are those folks out there who have severe intolerance to wheat and wheat-based products. In most cases, this intolerance results in a bloated stomach, skin rashes and even diarrhoea. In some severe cases, eating anything remotely wheaty can prove deadly.

But honestly, what moron afflicted with a wheat allergy is going to buy - much less eat - a food labeled "Mini-Wheats"?!

I betting their the same one who gets pissed off after opening a box of "Pebbles" that it really is a poor choice for lining the floor of their fish tank.

And, in case there was any doubt, I do need a second cup of coffee.