And this is more proof of cereal’s overlooked relationship to American cool: Being cool is mostly ridiculous, and so is sugared cereal. That’s why we like it.
Scarcity and authenticity are powerful, and not always forces for good. Our instinctual craving for scarce sugar and fat has produced an obesity crisis, but we aren’t going to throw out the industrial food system and live off the land. Amidst the scams and bubbles, credible scarcity and authenticity will unlock real value in digital markets.
The next Beyond Meat or RxBar may not gain a following by selling through traditional grocery. Instead, it's more likely than ever to go direct-to-consumers, via its own website.