There’s an iconic TV advert in the UK for a breakfast cereal, where even the ‘hero’ can’t eat more than two Shredded Wheat. It was even cited by David Cameron when he was Prime Minister, when he declared he wouldn’t seek a third term. Created in the US in the 1890s, it was launched on an unsuspecting British breakfast-eating public as a “a relief from the monotony of everlasting porridge".
But why on earth am I waxing lyrical about breakfast cereals?