Vitabella Organic Cereals
The first supermarkets emerged in America in the 1930s. However, their characteristic self-service concept could not gain acceptance until 30 years later. It was difficult to imagine that customers might be willing to search for their own goods in the long rows of shelves. Today, a supermarket in the US hardly differs from one in Europe. The product selection, however, already reveals a lot about the eating habits of the respective country while shopping. Thus, most Europeans are amazed by the gigantic selection of breakfast cereals that are available in North America. Many of them are completely unknown on the other side of the Atlantic. The classic breakfast in Europe still is the muesli. It consists mainly of oatmeal and is refined with nuts, fruit or dried fruits. In Great Britain and Ireland the oatmeal is cooked to a creamy mash with water or milk. This is called ”porridge“ and is the classic worker breakfast in the United Kingdom. While in England it is often sweetened with sugar or honey, in Scotland also a salted variant is served.
At the beginning of the 19th century many American settlers suffered from constipation. In strictly religious circles the consumption of pork was blamed for that. In addition to indigestion, pork also allegedly led to inertia and an immoral lifestyle. In order not to be unnecessarily tempted, many settlers began to mainly eat vegetarian. In 1863 Dr. James Jackson developed the first breakfast cereals of America. For this, a dough of wheat meal was formed into nuggets and baked. In order to be able to consume the hard chunks, they had to be soaked overnight.
Around the turn of the century the Kellogg brothers then developed an alternative made of wheat flakes. They called their creation: ”Cornflakes“. Some years later, the first cereals made of corn and rice came onto the market. In the first half of the 20th century, some large breakfast cereal producers had already established themselves on the market. However, their products were hardly distinguishable from each other. This changed in the 1960s when children became the new target group of the marketing departments. On the packages colorful comic figures were pictured and the cornflakes themselves were covered with lots of sugar. At times, the manufacturers had a downright sugar contest. At its peak there was a variety of cereals with a sugar content of 56% percent.
In the USA, colorful breakfast cereals have also been part of the pop culture for decades. There are a number of cinema films or television series that have their own cornflakes varieties - even if only temporarily. In 2015 alone, over 2.7 billion packages of breakfast cereals were sold in the United States. Cornflakes and Co. are not only eaten in the morning in the USA, but are also a popular snack during the day.
The Italian family business Molino Nicoli has already taken its own path more than 10 years ago. Today they are one of the world's leading producers of gluten free breakfast cereals. The brand Vitabella offers crunchy breakfast treats made from organic Italian cereals. The three varieties taste great with milk or plant-based drinks, but can also be crunched on their own. Vitabella Multigrain Flakes are made in the traditional way: Organic rice and organic corn are gently steam-cooked, rolled into flakes and finally lightly roasted. This produces not only the typical cornflake shape, but also the particularly aromatic taste. Those who prefer cereals with a filling will love Vitabella Organic Crunchy Cereal Chocolate Hazelnut. The crunchy pillows based on rice, oat and corn flour are filled with a fine hazelnut chocolate cream. Full-bodied cocoa is also the star of the chocolate rice crispies: the crispy puffed rice coated in cocoa powder colours the milk in a chocolatey delicious way. Look forward to the gluten-free crispy creations from Vitabella: morning, noon and night!
