Word: cereality
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...sunrise every morning in the Los Angeles suburb of Glendale, the Shanker family gets ready for work. Steven Shanker, 37, and his wife Avima, 35, wake their two sons, Elan, 5, and Dannel, 2, for a hurried breakfast of cereal and orange juice. After the meal Avima heads off by 7:30 to her job as an engineer at Librascope, a computer firm. Then, as other pinstriped parents up and down the San Fernando Valley march out to their cars with groggy children in tow, Steven, a vice president at Union Bank in nearby Monterey Park, drives the boys...
Your pictures are on cereal boxes. Your faces cover the magazines. You perform in front of millions of television viewers every weekend. You endorse not only athletic equipment but also clothing and footwear...
...Today cholesterol-conscious consumers are eagerly lapping up not only oatmeal but oat bran and oat muffins and oat cookies -- in fact, just about anything with oats in it. The once reviled grain has suddenly emerged as the hottest health food around. People are sprinkling it on cereal, mixing it with fruit, baking it in cakes, dissolving it in shakes and swallowing it in pills. Declares Charles Rosenblum, owner of a natural-foods store in Manhattan: "People are interested in taking it in any form they...
Companies are rushing to create new oat foods. Kellogg's has just introduced a cold cereal, Common Sense Oat Bran; General Mills came out last year with Total Oatmeal. Health Valley Foods, a California natural-foods firm, has brought out 18 oat products since 1986. Among the eight launched this year: oat-bran animal cookies for children...
...oats as well as citrus fruits and peas and beans, binds up cholesterol-rich bile acids that aid in digestion, thus helping to remove LDLs from the bloodstream. Health experts, however, are cautioning that many new oat products are high in saturated fats and calories. Kellogg's Cracklin' Oats cereal, for example, is made with coconut oil, a dietary no-no. And many muffins are loaded with eggs and sugar. Moreover, oat enthusiasts are mistaken if they think scarfing down oats allows them to gorge on steak and French fries. Says Dr. Kenneth Cooper, author of Controlling Cholesterol and head...