Wednesday, October 2, 2013

Shreddies Ad – September 1945

Sometimes I think this blog should just be about cereal...

Here's a vintage ad for Nabisco Shreddies that appeared in the Lorain Journal in September 1945.
What's that? You've never heard of Shreddies?
"Shreddies" was the original name of the smaller spoon-size version of the Shredded Wheat biscuits. Sometime later, the product was relaunched as Nabisco Spoon Size Shredded Wheat, and the Shreddies name was discarded.

But the Shreddies name is still around – but just not in the U.S.

Up in Canada, Shreddies is one of the most popular cereals. It's still made by the same people who make Shredded Wheat up there (currently Post Foods Canada, Inc.) but the product is no longer a spoon-size version of Shredded Wheat. Instead, it's more like Wheat Chex – only better. It's lighter, thinner and smoother. It even comes in different varieties, such as a honey-flavored version. (A few years ago they had a maple-flavored version and it was terrific.)

Post makes it in Niagara Falls, Canada. Whenever the spouse and I make a trip up there, I walk over to the factory (a few minute's walk from our motel to see if they're making cereal that day.

When they are, the neighborhood around the plant smells really good.

Here's what the plant looks like (below).

During our visit this summer, I entered the lobby to see if it was possible to take a tour. But no one was around, so I just checked out the advertising displays.

Not surprisingly, they had a nice mounted vintage package of – what else? – Shreddies (below).

They've obviously added on to the original factory over the years, judging by the illustration on the package. If you look closely at the photo, you can see the same distinctive stairs leading to the factory entrance as in my photo.
So, the next time you visit Niagara Falls on the Canadian side, go up Clifton Hill until it turns into Centre Street, and there you'll find Post Foods Canada Corp. at 5651 Lewis Street. They still make Shredded Wheat there, even if it isn't made on the U.S. side in Niagara Falls, New York any more.
And see if it doesn't smell as good as I'm telling ya!


Anonymous said...

I like the name "Shreddies" better.

Have never seen the Post building at the Falls.....

Dan Brady said...

When we first starting going up to the Falls regularly in the early 90s, the factory still said Nabisco at the top. Since then, Post bought the Shredded Wheat brand and the other cereals that Nabisco produced there.

The building is really only a five minute walk from the Falls itself, you just go up Clifton Hill (past all the wax museums, etc) and you can't miss it!