KELLOGG’S PEP
THE CEREAL WITH AN EXTRA PEP
Kelloggs introduced Pep in 1923, a whole-wheat breakfast cereal. Pep was created as a whole-wheat alternative to corn flakes and to compete with the extremely popular Wheaties cereal. Although the cereal enjoyed moderate success during its early years, its popularity increased significantly in 1938 when it became the first commercially produced cereal to be fortified with vitamins B and D. Kelloggs utilized a new process that applied nutrients directly to the cereal flakes. The timing proved to be perfect, as public interest in nutrition and health was growing rapidly during the late 1930s. Extensive advertising campaigns promoted Pep's vitamin content and wholesome ingredients, helping establish it as one of the nation's leading breakfast cereals.
THE HEROIC LEGACY LEFT BEHIND
During the 1940s, Pep gained popularity through its sponsorship of the widely listened-to The Adventures of Superman radio program. Kellogg's Pep boxes now featured Superman comic-strip adventures appealing to younger consumers. Pep began including collectable pins enticing children to buy enough boxes to collect them all. Pep's combination of innovative nutrition, extensive advertising, and popular promotional tie-ins helped maintain its success for decades. However, as many sweeter breakfast cereals gained popularity during the 1960s and 1970s, Pep gradually declined in sales and was eventually discontinued in the late twentieth century.
