Word: yogis
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Dates: during 1960-1969
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...Yogi & Huck. A big bite of these profits came from such Kellogg basics as corn flakes, which Founder Will Kellogg began to market in 1906 as a health food, and Rice Krispies, whose snap, crackle, pop is part of American folklore. To keep crackling, Kellogg's puts its faith in new products, has introduced ten new cereals in the last 13 years. The latest is a circular, multicolored, fruit-flavored oat cereal called Froot Loops, which Kellogg's is pushing as suitable-or possibly sootable-for all the family from 5 to 95. Just as pre-sugared cereals...
...double that of either General Foods or General Mills-by doggedly making breakfast and cereal synonymous. The company preaches nutrition and flavor with countless advertise ments, 15 television shows (including the top-ranked Beverly Hillbillies) and afternoon cartoon shows on 180 local stations that feature such fetching salesmen as Yogi Bear, Woody Woodpecker and Huckleberry Hound. All this has helped put four Kellogg cereals-Corn Flakes, Rice Krispies, Special K and Sugar Frosted Flakes-among the industry's top seven sellers...
...shame and a sense of "degrading promiscuity." As for the woman, "she listens to him," Miss Sarraute writes, with the "face of a rapt fanatic . . . and an inadequately furnished head into which come to settle perhaps, taking up all the room, who knows what absurd beliefs . . . Christian science . . . occultism . . . yogi . . . Greek sandals . . . table-tipping." Two critics pass the ill-matched pair. "Ha, ha," they gibe, "still discussing The Golden Fruits?" Translated into Sarrautese, this sally means: "Poor creatures, incapable of grasping, dissecting anything delicate . . . trusting only in their instinct, which immediately makes them react to what is 'true...
...manager, Yogi will take a pay cut of perhaps $10,000 ("We'll make do," says his wife), and the mantle of dignity rests a bit awkwardly on his bulky shoulders. Last week he chuckled happily over congratulatory telegrams, including one from Mantle and Pitcher Whitey Ford: WE WOULD LIKE OUR UNCONDITIONAL RELEASE TO BECOME PROFESSIONAL GOLFERS...
Suave in a dark business suit, Yogi signed his one-year contract, sweated through his first press conference ("Maybe I shoulda stayed a player"), and then raced home to Montclair, N.J., to report the day's big doings to his family. "You," asked Lawrence Peter Berra Jr., 13, "a manager...