Kix (cereal)

Kix (cereal)

Kix is a cereal introduced in 1937 by the General Mills cereal company of Golden Valley, Minnesota.

Kix is an extruded expanded puffed grain product made with whole grain corn. The grain is processed and expanded (water is added and it is pulverized). Cooking of Kix occurs in the extruder and then the dough is formed into the desired shape as it is extruded through a die.

Kix was the first cereal to be manufactured with this process. Before the development of extruded expanded puffed grain cereals, only flake type cereals had been marketed.

Just months after the United States dropped an atomic bomb on Hiroshima, Kix offered an atomic bomb ring in exchange for a box top and 15 cents. The ring was purported to detect radiation. In the fall of 2012, Kix began a new marketing campaign designed to reinvigorate their sales. It involved an Israeli character named Jonah, who would often say things like, "I can go through the automatic door at the supermarket as long as you activate it for me," and "Basically, I'm Jewish."