Word: ralston
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Dates: during 1990-1999
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...little bats inside are gold. Not even a nine-year-old caped-crusader freak will eat black food. The market for children's cereals is toothsome. Almost one-third of the $7 billion worth of ready-to-eat cereals sold in the U.S. is aimed at kids. Ralston Purina, which makes mainstream breakfast foods like Rice Chex, produces about 90% of "licensed character" cereals for youngsters. The products almost sell themselves. Says John McMillan, an analyst with Prudential Bache: "You don't really have to advertize. Just let the kids watch the cartoons...