root beer rag

One summer afternoon, we were participating in a blockwide yard sale. The rather quirky kid who lived across the street bounded over to our house and asked if we liked root beer floats. Apparently, he had just discovered the concoction. I, of course, beamed, explaining that I loved root beer floats, but I hadn't had one in quite some time. He offered to make root beer floats for Mrs Pincus and me, but he was just missing a few ingredients. He said he needed vanilla ice cream. And he needed some large glass mugs. Oh... and he had to get some root beer. He disappeared back to his house and we didn't see him for the rest of the day.

I love root beer. I always have. It was such a great alternative to Coca-Cola. With its distinctive sharp "bite" and its creamy, foamy head, it was unlike any other soda. And with a big scoop of vanilla ice cream plopped on top.... boy, oh boy... nothing could compare. Root beer floats were always a favorite of mine. Perhaps it was just me carrying on a Philadelphia tradition (the combination drink/dessert was invented right here in the City of Brotherly Love). Perhaps it was just that it tasted so good! Whatever the reason... I loved 'em.

I have been eating Honey Nut Cheerios for breakfast nearly every morning of my adult life. However, I follow several "new product" accounts on Instagram to keep apprised of new cereals that may appear on grocery store shelves. Although I have no intention of buying any of these new flavors or flavor combinations of cereal or flavor variations of old favorites, I like to see what the test kitchens at Kellogg's or General Mills have up their sleeves. Banana Milkshake Frosted Flakes or Orange Creamsicle Cap'n Crunch are amusing in theory, but I don't think I would start my day with either one. Early this year, I saw that the popular Cinnamon Toast Crunch would soon assault the shelves of Walmart with an exclusive flavor. After such variations as Cinnamon Churro Crunch, Dulce de Leche Crunch and the holiday themed Sugar Cookie Crunch, the innovative folks at General Mills were introducing Cinnamon Toast Crunch - Root Beer Float for a limited run. I was intrigued... and, to my surprise.... I gave actual consideration to buying and trying it.

Last week, I popped into Walmart for a few needed grocery items — bread, ketchup, coffee creamer. I wandered down the cereal aisle. I casually surveyed the shelves, sort-of looking for Cinnamon Toast Crunch - Root Beer Float. I saw several unappealing variations of Cheerios, a mystery flavor of Cap'n Crunch, a Stranger Things themed box of cereal... but no Cinnamon Toast Crunch - Root Beer Float. At least not yet. When I got to the end and turned towards the next aisle, I saw that the end cap was fully stocked with Cinnamon Toast Crunch - Root Beer Float. I looked... I considered... and I grabbed a box.

When I got home, started to put my purchases away in their designated areas of my kitchen. I put the box of Cinnamon Toast Crunch - Root Beer Float in the cabinet with the other cereals. Seven year-old Josh would have ripped the lid off of that box and shoved a fistful of the new cereal into his mouth. But 64 year-old Josh is an adult with self control. My first taste of Cinnamon Toast Crunch - Root Beer Float would wait until tomorrow morning and my regular breakfast time. I will admit, though... I was excited.

My alarm went off. I woke up and began to get ready for work. I washed, brushed my teeth and combed what little hair I have left on my head. I got dressed and descended the stairs to the kitchen to prepare my breakfast. I flicked on the Keuring and set a coffee mug beneath its spout. I set out a bowl (my special "milk splash" bowl for this auspicious occasion) and reached into the cereal cabinet for the star of this morning's breakfast show — my newly purchased box of  Cinnamon Toast Crunch - Root Beer Float.

I ran a finger under the top flap, breaking the glued seal. I gripped the top of the inner bag and gave it a pull to separate the factory crimp. I expected to be instantly hit with the unmistakable aroma of root beer and vanilla ice cream — or at the very least, a factory approximation of that familiar scent. Instead, there was... nothing. No real smell at all. I poured some cereal into the bowl. It looked like the Cinnamon Toast Crunch my son ate as a kid... which looked like the Cinnamon Toast Crunch I ate as a kid. I added some milk, grabbed my coffee and readied myself for my first (hopefully) tantalizing taste of Cinnamon Toast Crunch - Root Beer Float.

Root beer floats have a very unique flavor. Sharp. Spicy. Creamy. Rich... all in an equal blend of those components that make a root beer float a root beer float. You know what Cinnamon Toast Crunch - Root Beer Float doesn't taste remotely like? A root beer float.

My first disappointing mouthful of Cinnamon Toast Crunch - Root Beer Float exhibited none of the expected characteristics. Not a one. I shoved another spoonful into my mouth and assessed the flavor. I really concentrated on what I was tasting. A third serving really helped me come to a conclusion on the taste. It tasted like Cinnamon Toast Crunch. Regular old Cinnamon Toast Crunch... with absolutely no aspect of root beer, vanilla ice cream or even a glass mug or paper straw. I tasted only cinnamon and it crunched.

I am almost finished the box of Cinnamon Toast Crunch - Root Beer Float. I have had it for breakfast every morning starting with the day after I bought the box. I will continue to eat it every morning until the box is empty. I do not expect the flavor to change.

I look forward to eating Honey Nut Cheerios again. I know they won't try to deceive me.

FOOTNOTE: I bought a package of Maple French Toast bagels at Aldi. Guess what they don't taste anything like....?

www.joshpincusiscrying.com

comfort and joy

There were a series television commercials when I was a kid that fascinated me. They were commercials for Cream of Wheat, the hot breakfast cereal, perennially overshadowed by its more celebrated oaten comrade. The commercials all depicted approximately the same premise and message. A boy or a girl — or, sometimes a boy and a girl — are seated at a typical family breakfast table, spooning heaping servings of Cream of Wheat into their hungry maws while an authoritative voice expounds on the nutritional value of the less-popular, bastard cousin of breakfast stalwart oatmeal. Then came the most exciting part of the commercial. After slurping down the last vitamin-filled glob of Cream of Wheat, the child would tie on a scarf, zip up a jacket and head out for a day filled with running and jumping and other stuff kids were expected to do in the early 70s before their eyes were glued to a video game or a smartphone screen. But — and here's the part I loved — before they left the house, a ghostly bowl of steaming Cream of Wheat would rise off the table and float eerily about the child's head. When the child left the house, there was that bowl of Cream of Wheat, animated tendrils of warmth swirling above its cartoon rim, hovering protectively just inches from the child's head. The announcer reassured us that the vitamins and energy packed into each delicious bowl of Cream of Wheat followed your child and stayed with them throughout the day.

Well, I was sold. I begged — begged! — my mother to buy Cream of Wheat. And, she did... along with a big cardboard canister of Quaker Oatmeal for my father, because my father.... well, my father wanted what he wanted...and that was oatmeal.... and not that "creamy wheat" shit.... oh, and cigarettes. On weekends in the winter, and sometimes if I got up early enough before school, my mom would make Cream of Wheat for me. There was no instant Cream of Wheat when I was a kid. No instant boiling water and certainly no microwaves. My mom would actually cook the Cream of Wheat in a pot on the stove, closely following the detailed directions printed on the side of the box. She'd carefully measure each precise quantity of water and dry grainy Cream of Wheat in a large glass measuring cup. She'd bust out her jailer's ring of aluminum measuring spoons to dole out the exact amount of salt the recipe called for. I'd wait impatiently, watching my mom stir and stir and stir the contents of that little pot until the allotted time had passed (again, according to the recommendation from the good folks in the trusted test kitchens of Nabisco's Cream of Wheat Central). My mom would grab a bowl from our kitchen cabinet. Setting it down on our kitchen table, she'd tip the pot slightly, allowing the golden gloppy mixture to lazily flow into the bowl. Then, she'd add a pat of butter, a few generous teaspoons of sugar and a splash of milk, again, adhering to the "serving suggestions" from the hot cereal authorities at Nabisco.

I ate that Cream of Wheat and I really liked it. I liked the creaminess (hence the name!). I liked the sweetness, not realizing that it was due to the ridiculous amount of sugar my mom added. I liked the smooth texture (what they call "mouth feel" now, thanks to a slew of pretentious Food Network programs) and I liked the warmth it provided as it made its way to my stomach. I was, however, very disappointed that I didn't have a ghostly bowl follow me for the rest of  the day, like in the commercial. Oh, believe me... I looked. I looked a lot. I tried to spot it in my peripheral vision. I tried to spy it lurking above my head or ducking behind a tree as I walked to the school bus stop. After a while, I resigned myself to the fact that the floating bowl only followed those kids on television. But, I still ate Cream of Wheat.

Now, I am almost 65 years old. I hate winter. I hate the cold. I hate snow. I hate shoveling snow. I hate driving in the snow. I hate worrying about other people driving in the snow. I hate going to work in the dark and coming home in the dark. The only thing about winter that I do like is Cream of Wheat. When the temperatures start to drop and Canadian winds blow cold air down to our area, that's when I buy a box of instant Cream of Wheat to supplement my regular breakfast of cold cereal. Unlike the days of my youth, when my mom would avail herself of the elaborate ritual of Cream of Wheat preparation, I can just empty a premeasured envelope of dry Cream of Wheat into a bowl, add two-thirds of a cup of water and pop it into the microwave. One minute and thirty seconds later, I have a hot bowl of Cream of Wheat, all ready to receive a small scoop of non-dairy margarine (instead of butter) and two packets of Splenda substituting for the sugar my mom insisted on adding. That first spoonful brings me right back to my childhood kitchen table. When they talk about macaroni and cheese and real mashed potatoes being "comfort foods," I always think of Cream of Wheat as my "comfort food." I am still comforted by Cream of Wheat. Remember that climactic scene in Ratatouille when surly food critic Anton Ego is mentally transported back to his childhood by a single taste of a dish from his distant past? That's me and Cream of Wheat! It reminds me of a time when my biggest concern was which cartoon to watch on Saturday morning. It takes me back to a time when I didn't have to hear some asshole supermarket owner tell me to make the price of blueberries in his store's ad three times its current size and to move that can of soup just a skosh* to the left. It's simple. It's calming. It's comforting. 

Yes sir... Cream of Wheat sure is good.

And I'm still looking for that bowl floating behind my head.

* Yeah, that's how it's spelled. I looked it up.

www.joshpincusiscrying.com

no milk today

When I was a kid, I guess I drank a lot of milk. There was always milk in the refrigerator. It was usually a big gallon jug, as there were four people in my family, including two growing boys. My brother and I would have cereal nearly every morning and cereal required milk. Sometimes, after school or on a weekend afternoon, I'd pour a small glass of milk for myself, grab a few (or more than a few) Oreos from a package in the kitchen cupboard and have myself a quick, typically kid-friendly snack. However, if I think about it, most of the milk in our house was consumed by my father.

My father was a creature of habit. Once he did something, he would always have to do it. I suppose that started back in World War II, when, as a young seaman in the US Navy, he tried his first cigarette — and he never looked back. Cigarettes became a part of his daily routine right up until the day he died. He also always put his shoes and socks on first when he got dressed and then struggled to get his pant legs over his fully-clad feet. I don't know why he dressed in this order, but he did. He always did. My father also had a giant glass of chocolate milk and a Tastykake Chocolate Junior every night before he went to bed. It was as though he could not get to sleep without those two components. My father insisted that our kitchen was always stocked with milk, Hershey's Instant chocolate milk powder and a box of Tastykake Chocolate Juniors. The Tastykakes were usually hidden by my father so they would always be available for him and him alone. If, by chance, my brother or I would eat one, it had better not be the last one or we would suffer the wrath of one Harold Pincus deprived of his daily, late-night, pre-bedtime ritual. We were permitted to mix a spoonful of Hershey's Instant into our milk as long as enough remained for my father's milk, but if there were no Tastykake Chocolate Juniors around when my dad was ready to hit the sack — well, let's just say there better have been at least one. We seemed to go through a lot of Hershey's Instant in the Pincus house. Between my father, my brother and me, a one pound can never seemed to last very long. I remember the lid of the metal container had to be removed with the help of a crowbar, but a metal spoon handle would often suffice. The recommended two "heaping" teaspoons never delivered enough chocolate flavor for my liking and I would usually add a little bit more to my milk. I think I caught my father dropping up to three spoons worth of Hershey's Instant into his milk. His rationale being "I'm paying for the goddamn stuff. I'll use however much I goddamn please." My mom, who was in charge of keeping our kitchen's food inventory maintained, never allowed the Pincus house to be without Hershey's Instant.

As I got older, I did not follow in my father's footsteps. My taste for milk did not carry over into my teen or adult years. I have never poured myself a glass of milk to drink anywhere past the age of ten. I still eat cereal every morning, but I pour a  minimal amount over my Honey Nut Cheerios A few years ago, my son asked if I am still drinking cow's milk. He went on to explain that I should cut down on my dairy intake and suggested that I switch to almond milk for my cereal. At first, I balked. Then —  very much unlike my father —  I took my son's advice. I bought a carton of almond milk. I tasted no difference between almond milk and cow's milk. I've been buying almond milk ever since.

My wife told her father about my switch and he said he'd like to try almond milk. My father-in-law is not the most flexible or receptive-to-change person I have ever met. He (much like my own father) is very much set in his ways. My wife bought a carton of almond milk for my father-in-law. Allegedly, his highly sophisticated taste buds detected a "taste" in the complex flavor profile of almond milk and he rejected this little non-dairy, "I don't like anything new" experiment. The remainder of the carton was sent to our house. (This has happened several more times since as he half-expected to like almond milk on subsequent samplings. He did not.) While I do not fancy myself a food connoisseur in any respect, I cannot detect the remotest "almond" flavor in almond milk.

I still have no desire to pour and drink a glass of milk. As a matter of fact, the thought of it is a little nauseating. I'll happily drink the few drops left at the bottom of my empty cereal bowl, but that's it. No big glasses of milk for me.

I will, however, eat a Tastykake Chocolate Junior if one is available. You know.... in honor of my dad. Yeah... that's it.

www.joshpincusiscrying.com

a must to avoid

Have you ever walked or driven past a place that you have never been to and, just by the looks of things, thought to yourself, "I am never going there!"? I do this a lot. Sometimes it's a store. Sometimes it's a restaurant. This time, it's a restaurant.

I take the same route to work every morning. I wind my way through northeast Philadelphia towards the Tacony-Palmyra Bridge and eventually to the mostly industrial burg of Pennsauken, New Jersey. Every morning, at around 6:30, I pass a small strip center on Levick Street. Wedged between a Chinese restaurant whose curtains are always drawn and whose neon "OPEN" sign is always lit even when they are not open and a Little Caesar's which I will never set foot in again is an intriguing little restaurant. Well, intriguing to me, anyway. Every morning, when I pass by this place, I find myself craning my neck to get a closer assessment. The place is marked by a large backlit sign (that is never lit) that reads "Breakfast & Lunch" with a small subhead that guarantees "Homemade Style" along with the phone number. Beneath the sign, the grease-streaked windows display several pieces of paper taped to the inside. I can only assume that these papers delineate some important information for those who are close enough to read their contents. Perhaps the day's specials or a change in business hours or maybe a plea for qualified and experienced restaurant help. Whatever they may say, from my position behind the steering wheel of my car and doing approximately 40 miles per hour, I am not privy to that information. I can, however, see that there is never — never! — a single customer inside the place. Never. I can make out a few figures moving around at the back of the interior, behind what is most likely a service counter. I can make out an array of tables and chairs but they are all always empty. I can see a large cooler with a PEPSI logo glowing at the top, but there are no customers helping themselves to sodas nor employees taking some drinks out to fill an order... at least never during the four or five seconds that elapses as I drive past.

First of all, I am intrigued by the sign. I wonder what was the discussion that led to the decision to call the place "Breakfast & Lunch?" Did the owner make a list of possible names, scratching out the ones that were too obscure? Was "Petit-Déjeuner et Déjeuner" not used because the majority of the neighborhood residents did not speak French? Was "Elevenses" passed on because the Tolkien reference would have been lost on the working-class folks who make the immediate area their home? Perhaps "Breakfast & Lunch" was the just best option in the owner's short list. After all, that is what they serve... sort of like the General Putnam Motel Diner featured in the film My Cousin Vinny.

I am also intrigued by the general description of the cuisine, as described by the subheading on the sign. "Homemade Style" is not exactly enticing. "Homemade" is, but not homemade style. Does this imply that the food is not homemade, but, instead, mimics the type of food that one would expect to be homemade. Is your food homemade? Well, it's homemade style! When we rip open this 300 pound bag of hash brown potatoes that were frozen in some processing plant last month, they will be prepared in the style of homemade food. Same goes for when we rehydrate these powdered eggs. Or maybe it's more along the lines of when you see a "kosher style" designation at a delicatessen, yet you find bacon among the breakfast side orders or Swiss cheese melted on your corned beef in the ever-popular, but decidedly trayfe, Reuben sandwich. Well... maybe "homemade style" isn't as "cut and dried." "Homemade style" sounds... sounds... I don't know.... weird. It's a bit too noncommittal and very suspect.

Two doors away from Breakfast & Lunch is a DMV location where people regularly line up hours before the official opening time. You would think that Breakfast & Lunch would do some kind of business from the folks waiting for state-issued identification. But, no... the queue stays just outside the doors of the DMV office and no one gives a glance in the direction of Breakfast & Lunch

I decided to see if Breakfast & Lunch has an internet presence. Sure enough, they do!  It seems that food from Breakfast & Lunch is readily available via Door Dash, Uber Eats and various other independent delivery services. My search also revealed that the place also goes by the name "B L Kitchen." This alternate moniker is emblazoned on the laminated menus from which a customer could select a meal... if there were indeed any customers.

And then there is Yelp! — the internet's great equalizer. The Yelp! reviews of Breakfast & Lunch are required reading. Evidentially, they do have customers. Regular customers! I suppose they patronize the business at other times besides 6:30 AM and 6:30 and five seconds. The Yelp! reviews feature a lot of photographs of very generic looking platters of standard breakfast food. Eggs, just plain eggs. Toast accompanied by a little plastic container of commercially-packed jelly. The amateurly-written sentiment ranges from high praise and sworn loyalty to vivid descriptions of disgusting and traumatic experiences endured by unsuspecting customers just looking for a couple of scrambled eggs and some coffee. There are repeated complaints of wrong orders, undercooked or overcooked food, not to mention dirty silverware, dirty plates, dirty tables and dirty floors. Other reviews stated that while the food was okay, the staff was rude, obnoxious, slow, unresponsive, unknowledgeable and — in one case — stoned. Sprinkled among the viscous and disparaging reports are glowing accounts of ambrosial pancakes and heavenly sausages with just the right amount of seasoning and condiments. These are immediately followed by a tirade about ketchup packets being pulled from a customer's take-out order and a manager scolding the waitstaff for putting so many packets in a customer's order in the first place.

And then there are the roaches. A number of reviews — too many for my comfort — describe troupes of roaches on tables, on walls, on counters, near food preparation areas, and, of course, in the bathrooms. That was all I needed to see.

I have no intentions of ever stopping at Breakfast & Lunch. I will never let my curiosity get the best of me. I will continue to pass Breakfast & Lunch a little before sunrise and again on my return commute hours after its 3:00 PM posted closing time. Even before reading Yelp! reviews, the place just looked.... uninviting from the outside. It is just one of those places. If you live in the Philadelphia area, patronizing Breakfast & Lunch is totally up to you. You won't see me there.... or anyone else, as far as I can tell. 

Although, this guy sure seems to like it... whoever he is.

originally posted on Yelp!

www.joshpincusiscrying.com

overnight sensation

I have always liked oatmeal. Yeah, I know… most kids didn’t. Most kids were forced to eat oatmeal. “Eat it!,” Mother would jeer through clenched teeth, “It’s good for you!” Well, that’s all a kid needed to hear… that something was good for them! They would instantly balk and frown and turn their noses up at it. But not me. I liked oatmeal and I remember that my mom cooked it – yes! actually, cooked it in a pot on the stove – on random weekend mornings. 

Comedian Shelley Berman did a routine about finding a black speck of something in a glass of milk. In this particular routine, he alluded to oatmeal just being comprised entirely of black specks, therefore he avoided it. Character actor Jack Gilford would put his trademarked “rubber face” to use in his impression of a pot of oatmeal boiling on the stove – blinking his eyes, puffing out his cheeks and opening and closing his mouth to simulate the surface activity of cooking the breakfast staple. Both of these comedy bits made me laugh, probably because I liked oatmeal… and probably because they were funny. 

 

When instant oatmeal was introduced, I was able to make it myself. I’d fill our tea kettle with water, flick on the burner. In a few minutes, the built-in whistle would alert me that the water within was boiled and ready to add to an envelope of instant oatmeal. I had breakfast and my mom was able to sleep a bit longer on a weekend morning. 

I have always enjoyed all-you-can eat buffets, especially breakfast buffets, usually experienced in a hotel lobby after a one-night stay while driving from Philadelphia to Florida. Larger, more expansive breakfast buffets were availed on the many cruises I have taken with my wife. The buffet is my favorite part of cruising, the breakfast buffet especially. The choices are nearly endless, with large platters of scrambled eggs, pancakes, waffles, hash brown potatoes, along with various meat options for the carnivores. Somewhere among the breakfast offerings is a selection of hot cereals, each in a shiny metal cylinder with a long-handled ladle at the ready. There’s always oatmeal, as well as cream of wheat (another of my favorites) and grits (a Southern corn-based specialty that I have enjoyed from time to time). I usually supplement my overly-laden breakfast plate with a bowl of oatmeal topped with a helping of brown sugar… eating it as sort of an appetizer to my cruise buffet breakfast mish-mash. 

Every so often, my dear Mrs. P will break out a pot and a cook oatmeal for the two of us, stirring up memories of when we were still kids in our respective kitchens or sailing on a giant ship in the middle of who-knows-where. 

Game changer.

If you are a regular reader of this blog (if it even has regular readers) or if you know me IRL (as the kids say), you probably are familiar with my disdain – that’s right! seething disdain! – for the overuse of the mawkish superlatives that have overrun our everyday conversation, specifically in our collective online personas. Words like “amazing” and “game-changer,” and their regular misuse, make me cringe. I have often railed against the use of the word “amazing” applied to situations that are clearly not amazing. Your kid passing a spelling test is not amazing. No one has ever prepared and consumed a grilled cheese sandwich or a piece of cake that was amazing. There has never been a movie or television show or concert or any other form of entertainment that was amazing. However, on the off-chance that there was one of these that could possibly qualify as “amazing,” chances are you didn’t see it and you didn’t witness eight of them… in the same week. Sure, there have been good food and good movies and good performances in academics, but “amazing?” Come on… Organ transplants are amazing. Discovering a cure for polio is amazing. Sending astronauts to work and live on a space station floating somewhere way up in the sky is amazing. The fiftieth steak that some French guy cooked in a restaurant…. Amazing? Really?

Do you want to know what a “game-changer” is? The shot clock in basketball. In 2018, the NBA implemented the 24-second shot clock and that changed the game. In 2022, Major League baseball decided, in an effort to speed up boring baseball games, to start each half-extra inning, after the regulation nine have been played to a tie score, with an automatic runner in scoring position on second base. Just this season, a regimented pitch clock has been installed to force pitchers to stop fucking around on the mound and throw the goddamn ball already. Those are game changers. You know what’s not a “game-changer?” Putting salt on caramel or adding a rinse aid to your dishwasher. 

I’m not sure when I first heard about it, but I have become aware of a thing called “overnight oats.” Now, I don’t profess to be a chef of any sorts, but the concept of “overnight oats” sounded pretty simple. Just follow the recommended quantities for cooking oatmeal, but instead of combining everything in a pot on the stove, you just mix it all up in a bowl, cover it and stick it in the refrigerator for – guess how long? That’s correct! Overnight! When you wake up, you can be treated to a healthy, filling nutritious breakfast… that is, if you don’t mind cold oatmeal. (Some recipes do suggest heating the concoction up in the microwave, but the general consensus of folks who have jumped on the “overnight oats” train eat it cold.) 

I have seen a number of online posts singing the praises of overnight oats. People have labeled overnight oats “game changers” and “amazing.” Closer to real life, one of the more vocal advocates of overnight oats is my brother-in-law (no, not that one, the other one). A self-proclaimed authority on pretty much everything, he has been making overnight oats for quite some time. He has told Mrs. Pincus (his sister) how “amazing” overnight oats are and how she and I should try its magical properties ourselves. He has not recommended this to me directly since I have not personally spoken a word to him in over a decade. (And that, my friend, is a story for another blog post!) Nevertheless, always looking for another option for breakfast, I decided to give overnight oats a shot. 

...and liddle lamzy divey

On a recent Sunday evening, I prepared a lidded Tupperware bowl with a cup of dry oats, a cup of almond milk and the amount of brown sugar I would normally add to a bowl of hot oatmeal. I thoroughly mixed the ingredients together and snapped the lid shut. I found a little spot in the refrigerator in which the mixture could congeal or ferment or do whatever it is that takes place over eight hours in cold confines. A few recipes proposed adding peanut butter, jelly, nuts, chia seeds (ch-ch-ch-CHIA!) or other enhancements, but I stuck with what I was used to for my initial run. I closed the refrigerator door. Technically, I was cooking. 

My alarm went off on Monday morning and I hopped out of bed at 5:30 with the start of another work week ahead of me. I went downstairs to the kitchen and flicked on the Keurig coffee maker. But, instead of removing a bowl from the cabinet above the sink and filling it with Honey Nut Cheerios like I have done a zillion times before, I went to the refrigerator to get, what I anticipated would be, a brand-new revelation in breakfast at the Pincus house. 

The bowl was right where I left it, on the shelf in the refrigerator. I popped open the lid. No elves had come to dance and sprinkle their magic. No visible chemical reaction had taken place. The oatmeal appeared to be oatmeal. Cold, but still oatmeal. I made a cup of coffee and took my breakfast upstairs to watch the remaining minutes of a fifty-plus year old episode of Dragnet and an older one of My Three Sons before leaving for work. 

Before scooping up the inaugural first taste, I stirred the thick mélange to reincorporate the components. I dunked my spoon below the lumpy surface and brought up a generous helping of overnight oats… and into my mouth it went. 

It was cold. 

 

And bland. 

And it had a weird texture and, to steal a phrase from many a program on The Food Network, it had an unappealing mouth feel. 

It tasted like cold oatmeal. Like oatmeal I had made and forgotten about. 

A dramatization.

Mrs. Pincus always says that I’m a “good sport.” I will do things I don’t really care to do. I will go to places I don’t really care to go to and I will eat things I don’t really care to eat. And I will not complain about it. Well…. Maybe I’ll complain about it a little. (Does writing a lengthy blog count as a “complaint?”) I ate the entire bowl of overnight oats. It was not good. I did not enjoy it. I ate it knowing that it would not be the last meal I would ever eat. With each bite, I swigged some coffee to mask the unpleasant taste until the bowl was empty. 

On Tuesday, I had a bowl of Honey Nut Cheerios for breakfast. Overnight oats will not darken my refrigerator ever again. 

My game was not changed, nor was I amazed. 

www.joshpincusiscrying.com

i've got a lovely bunch of coconuts

I was a picky eater when I was a kid. My father would often accuse me of only limiting my food intake to pizza. (To be honest, he wasn't that far off.) My mother would regularly accompany meals with all sorts of vegetables. With the exception of corn and potatoes, I would not eat the vegetables my mother tried to push on me. Potatoes, in any form, were just mere steps away from French fries... and I loved French fries. Corn... well, corn was corn and as that young man in the latest You Tube viral video has confirmed "It's corn!" But, those others....? Yeesh! I wouldn't touch 'em with a ten-foot fork. No amount of butter or salt or anything would get me to like string beans.

As I got older, my eating habits changed. Considerably. I ate salad, something I would customarily slide over to my mother's side of the table when dining in a restaurant. I ate broccoli, granted it had to be mixed in a spicy sauce and served with a plate full of other chopped up ingredients within the cozy and mysterious confines of a Chinese restaurant. I still pick sliced tomatoes off of a hoagie, but I will happily consume the lettuce and onion, an act unheard of when I was a child. My wife often marvels at my evolved eating habits, commenting, "Your mother would be so proud of you!" I'm pretty sure she would.

Almost a decade ago, I wrote a pretty disparaging piece about raisins and my dislike of them. I was convinced that there was a universal conspiracy to get people to eat raisins. Not to necessarily like raisins, just to eat them. I observed that raisins were covertly snuck into various foods in a effort to get them eaten. They had to be hidden in bread and noodle casseroles and cakes. The name of a particular dish could not include the actual word "raisin," for fear no one would eat it. So, things like "cinnamon rolls" were never identified as "raisin cinnamon roils." "Coffee cake" was similarly ambiguous about all of its components. Even for the tiniest amount of raisins, they'll say: "You can't even taste the raisins!" It's like the people who say: "I know it's a Jim Carrey movie, but you'll like it." It's still has Jim Carrey in it! Only "raisin bread" appears ballsy enough to put its most reviled ingredient first in its name. Obviously, that was for those other people. You know, the ones proliferating the whole "raisin agenda." But, I hereby rescind my stance on raisins. I like them. I eat them. I concede that they are not among my favorite foods, but I no longer gag when I discover one in a bite of baked good, nor to I make a little pile of them on the side of my plate when politely eating something that contains them.

However, there is one food I will never ever ever happily eat. They say " never say never." Well, I'm saying never. And I'm talking about you, coconut. Coconut is horrible! Just horrible. I know, I know. All you coconut lovers will disagree with me. Look, I've had coconut. I believe I am still chewing coconut I ate when I was nine. It is a taste and mouth sensation on the same level as root canal. No, I take that back. I've had several root canal procedures. Eating coconut is worse. I have become so highly sensitive to coconut that I can tell if someone said the word "coconut" while they were preparing a dish I am eating. When I was a kid and would return from a night of Halloween trick-or-treating, I would pull out all of the coconut based candy from my bag and try to make trades with my brother (he actually liked coconut - eeech!) If a trade could not be agreed upon — fuck it! — I'd just give him the goddamn coconut rather that have it mixed in with my nominal candy haul. When I took my son out for Halloween, I taught him to say "trick or treat" and "nothing with coconut." When he got a little older and developed an actual fondness for coconut (whose kid are you?), my days of ransacking his Halloween spoils had ended.

Not a cow.

A few years ago, based on the advice of a doctor, I began eating breakfast on a daily basis. This was a meal that I skipped for most of my adult life. But after a series of vasovagal syncopes, my doctor recommended that I eat breakfast every morning to combat the feeling of hunger during the day, thereby preventing future fainting episodes. So, every morning, before I leave for work, I pour myself a bowl of cereal and a cup of coffee. Nothing extravagant and no actual cooking is involved. I always make sure there is milk in the house, a regular requirement that lapsed after my son moved out on his own. One day, a year or so ago, my son suggested that I switch to almond milk, citing its health benefits. He explained that dairy-based milk is passé. I was hesitant at first, but, once I tasted almond milk, I was hooked. The "unsweetened" variety has no discernable taste and, I believe, is lower in calories than the stuff that comes from mistreated cows. So almond milk it is... and has been for some time now.

Last week, after seeing that the current supply of almond milk was running low, I added it to our running shopping list. During the day, Mrs Pincus went to the supermarket and purchased everything on said list. The next morning, I began my daily ritual of turning on the Keurig, getting a bowl from the kitchen cabinet, getting cereal from a different kitchen cabinet and grabbing the carton of almond milk from the refrigerator. I grabbed the newly purchased almond milk, removed the safety seal and poured an amount over the waiting Honey Nut Cheerios in my bowl — just like I've done on countless mornings. I picked up the bowl and mug and headed upstairs for some classic TV reruns before I left for work. I plopped myself down on the sofa, flicked on the TV and put the first heaping spoonful of cereal in my mouth.

Something was..... off.

I looked in the bowl. Was the cereal stale? Had something gotten into it? Was this the same cereal I had yesterday... because it tasted okay then. Was the milk bad? Was it past its printed expiration date? I sniffed the bowl. I'm not sure was result I was expecting. I sure looked okay. I tasted it again. Yep. Still tasted... off.  I went downstairs to the kitchen to check the carton of almond milk. I bounded down the stairs. I opened refrigerator, removed the new carton of almond milk and examined the label. just under the word "almond" was the phrase "coconut blend." It was mocking me. I could vaguely hear that phrase laughing at me with the maniacal fervor of Cesar Romero's "Joker" from the classic Batman TV series. "HA! HA! HA! YOU CONSUMED COCONUT, YOU UNSUSPECTING FOOL!," it said, as I pictured Romero's lavender-gloved hands clapping with glee and his pancaked face grinning with malevolent accomplishment. And like a dejected Batman, whose arch-villain had just gotten the best of me, I silently fumed. I went back upstairs to — reluctantly — finish my breakfast.

That vile almond-coconut milk blend lasted about ten days. I was determined to use it up. Throwing it away would have been childish. I toughed it out. I hated it. Every minute of it. But I poured it over my cereal every day until the carton was empty. Every day, its repulsive taste of coconut ruined my cereal, filled my mouth and laughed like the Joker. But I was going to show coconut that I was the better man. And when the final drop of almond-coconut milk blend fell from the plastic spout into my bowl, I had won. It didn't kill me. It made me stronger.

And a little nauseous.

www.joshpincusiscrying.com

fooling yourself

Plenty of people have called me "dumb" or "stupid" or "foolish" in my life. I am the first one to admit when that is applicable. Unfortunately, it is more often than I'd like. Let me warn you. This post might have you calling me some names. 

For years now, since I was diagnosed with hypertension, I have been starting my day with a bowl of cereal. My doctor believed that it would be beneficial to my health if I ate breakfast every morning and, for the most part, I listen to my doctor... except when I don't. So — on doctor's orders — I eat breakfast. And my cereal of choice is something sensible, unlike my selections when I was a kid. No loops comprised of "froot" or "smacks" glazed with "honey" (or "sugar" if you are as old as I am). Nothing with mini marshmallows or indeterminate shapes that rip apart the roof of my mouth. No, my cereal choices are limited and I have opted for Cheerios.

In 1941, General Mills introduced "Cheerioats," later shortening the name to "Cheerios." They were an extruded circle of tasteless grain that weren't the least bit enhanced by the addition of milk. Touted by the likes of "Cheeri O'Leery," a cute little cartoon character that interacted with the top stars of the day, and later "The Cheerio Kid," an All-American boy who got his muscles from Cheerios, the cereal was a top seller for years. In 1976, over 35 years after its initial introduction, Cheerios offered an alternative flavor - Cinnamon Cheerios. Three years later, they premiered Honey Nut Cheerios. By the time I started to eat breakfast on a daily basis, Honey Nut Cheerios was the top selling brand of cereal in the United States.

I like Honey Nut Cheerios. I like them a lot. I go through a box approximately every ten days. To be honest, I don't require a lot of variety in what I eat. I have been eating a bowl of cereal every day for the past seven years and the overwhelming majority of those bowls have been filled with Honey Nut Cheerios. Every once in a while, I decide to switch to another kind of cereal, but I always find myself coming back to Honey Nut Cheerios. As a matter of fact, while I am eating a different kind of cereal, I try to  calculate how much longer the contents of the box will last until I can return to my old stand-by. I don't want to be wasteful. I will dutifully eat a bowl of cereal that I do not like just to finish it off. It won't be the last thing I ever eat (until it actually is), so I eat and grin and bear it. 

My usual choice — when I stray from Honey Nut Cheerios — is Quaker Corn Chex. These are awful. They are thin, sharp-edged squares that are reminiscent of eating milk-soaked throwing stars. "Corn" is actually the most appealing flavor of the available "Chex" line of cereal that includes wheat, rice and their own version of a honey nut flavor. I have not tried their take on honey nut, but based on the blandness of the ones I have tried, I will pass for now. Chex has produced and discontinued a number of flavors over the years. I imagine they all lacked any sort of taste and decided to stick with the unpalatable originals. I have tried various versions of fruit-infused cereal including several varieties of raisin bran, blueberry and strawberry Cheerios and a limited edition box of frosted flakes labeled "banana creme" with a smiling Tony the Tiger offering up a brimming bowl of the stuff. The freshly-opened box emitted a fake, chemically, laboratory-conceived aroma of bananas. The flakes themselves appeared to be standard Kellogg's Frosted Flakes, but the overpowering smell made them difficult to consume. But consume them I did and, after ten days, I happily tossed the flattened yellow-hued box into the recycling bin. 

I have tried to introduce regular Frosted Flakes into my cereal rotation, but they are coated with a ridiculous amount of sugar. I don't remember them being so sweet when I was a kid, or, perhaps I'm just more sensitive to sugar since I stopped eating candy bars and ice cream and stopped drinking soda. So, I always seem to gravitate back to Honey Nut Cheerios. I don't know why I keep straying. All of the cereal I eat that isn't Honey Nut Cheerios, I do not like! As a matter of fact, when we are compiling our weekly shopping list, I have told my wife to add Honey Nut Cheerios on a regular basis. I have also said that if I ever ask for anything but Honey Nut Cheerios, just write "Honey Nut Cheerios" anyway — no matter what I ask for. It has become a running joke in the Pincus house. Mrs. P asks if I need cereal. I answer "yes, I do" and I mention that I'd like to try something different. She laughs and — not matter what I say — she adds "Honey Nut Cheerios" to the list. I have gone so far as to request Gerber's baby cereal, the likes of which have not seen the inside of my house in over thirty years and she writes "Honey Nut Cheerios" as she nods her head in agreement.

Today, however, I managed to convince her to purchase something called "Cheerios Cinnamon Oat Crunch." I don't know... it was late at night... we were tired... Mrs. Pincus was reviewing our shopping list for an early morning curb-side pick-up and I nonchalantly snuck the request in as though it was another head of lettuce. All I know is... as soon as I finish the box of Honey Nut Cheerios I am currently working on, I will crack open that box of Cheerios Cinnamon Oat Crunch, fill up a bowl, add milk and prepare myself for more disappointment.

Almost as disappointing as reading an entire blog post about me and my eating cereal habits.

www.joshpincusiscrying.com

I eat cannibals

I love advertising. I'm one of those people who does not fast-forward through commercials. I actually enjoy watching commercials. I like the clever ones. I like the creative ones. I even like the stupid ones, in a "what not to do" capacity. I suppose it's because I've been in the marketing/advertising field for so many years, I feel I need to keep on top of my industry, making myself aware of current trends and not becoming complacent to rest upon my proverbial laurels.

I like to research and trace the history of advertising, especially for a product that has been around for a while. It is interesting to see how the methods have changed (or haven't changed) for the same product over a period of years or even decades. I often wonder who was the lucky ad agency representative that was able to convince a stuffy corporate executive to loosen up a bit with their ad campaigns. Who was able to get Charles Grigg to stop calling his carbonated elixir "Bib-Label Lithiated Lemon-Lime Soda," shorten it to "7Up" and brand it as a psychedelic alternative to cola? It turned out to be excellent advice. See? Some courageous company decision-maker has to be the one to take a chance. To change for the benefit of company growth.

Consumer foods giant General Mills has been a leader in product and product marketing for over a century and a half. They didn't become a twenty-three billion dollar-a-year company by accident. Considering they produce staple goods similar to those produced by other companies, marketing was key in General Mills growth and staying power. That's why core brands like Gold Medal remain number one choices among consumers, along with acquired brands like Pillsbury and Green Giant.

Of course, General Mills is synonymous with "cereal." Names like Wheaties, Cheerios and Chex have been around — gosh! — nearly forever. Clever marketing has elevated brands like Trix, Cocoa Puffs and Lucky Charms to lofty levels, nearly untouchable by competitors. Each of these cereals, introduced in the mid-twentieth century, featured a fun mascot, instantly endearing to the younger target market at which they were aimed. General Mills used this same strategy with subsequent breakfast food introductions — The "Monster" cereals in the 70s, and, my personal favorite, Cinnamon Toast Crunch in 1984.

The evolution of Cinnamon Toast Crunch is an interesting journey through marketing trends and changes. Cinnamon Toast Crunch came along in much the same way as many of its predecessors. It was a crunchy wheat/rice combo coated with cinnamon and sugar. The box initially featured a happy little drawing of a cinnamon-kissed slice of bread and his pal, a smiling cinnamon shaker. These characters soon gave way to three happy, yet bumbling, animated bakers, all decked out in pristine kitchen whites. There was jolly Wendell, the obvious leader of the trio. He was flanked by two unnamed colleagues, although they were inexplicably referred to as "Bob" and "Quello." The group appeared in a series of commercials and their likenesses were emblazoned on box fronts for association and recognition (them there are marketing words!). In 1991, however, Wendell's associates were shown the door and the white-haired baker was flying solo. His visibility was increased and his adventures became the focus of commercials and promotions, including send-away premiums, like plush dolls. Wendell was prominently featured on every redesign of the Cinnamon Toast Crunch box as well as spin-off versions like French Toast Crunch, Peanut Butter Crunch and Frosted Toast Crunch.

But in 2009, after a solo run of eighteen years, the venerable Wendell disappeared. He was replaced by strange little creatures known as "The Crazy Squares." I can only imagine the conversation, and eventual convincing, that took place in the advertising strategy meeting up in the Minnesota corporate headquarters of General Mills. Seated at a long, dark-wood table in the center of a conference room lined with matching dark-wood paneling, the General Mills executive board gathered to be pitched to. A slick, nattily-dressed young man from the contracted ad agency — his head full of outside-the-box creativity and his hair full of mousse — clicked along a PowerPoint presentation while the stuffy seniors stoically sipped water from glasses wet with condensation.

Just after the first few slides displaying growth charts and boring facts and figures, the slick ad man unleashed this guy  — 

A collective gasp from the board members cut the air. Sure, this little character is smiling. Sure, he's full of whimsy and mischief. Sure, he's dusted with sparkly sugar and inviting cinnamon, but there's something... something.... off about him. Something malevolent. As the presentation offered more detail, the true horror was revealed.

Look! The little guy is playful! How cute!

Look! Oh, he's so funny, just floating in the bowl!

Ha! He's a little dickens! Getting silly with another Cinnamon Toast "Crazy Square."

Oh, this is a little weird, but I guess it's fun and those guys are adorable!

Wait! WAIT! What the fuck? What's going on here?

HOLY SHIT! THEY'RE EATING EACH OTHER!

At that point, I assume, the CEO stood up at the table, cleared his throat and leaned forward. He was prepared to send slick ad guy and his crazy new campaign on the quickest route to the elevator. But then, suddenly, he had a moment of clarity. A vision. An epiphany. "If this campaign riled me up," he thought, "imagine how it will make kids feel! Kids love this shit! And, if kids love it, they'll beg Mom to buy those Crazy Squares!" A smile beamed across the CEO's face. He blotted his dampened brow with a monogrammed handkerchief and commended the slick ad guy. "Genius, my boy!," he bellowed, "Genius!" The slick ad guy smiled smugly. The board members applauded.

And so, the stalwart, reliable, friendly Cinnamon Toast Crunch became edgier and more aggressive in its advertising, taking a somewhat dangerous route. But, it worked! They took a gamble and it worked out great. It was no longer about "gee, our cereal is good and it tastes good and it's good for you" and hundreds of testaments that have been repeated over and over. It was now a shocking, attention-grabbing surprise with very little to do with the actual cereal. The Crazy Squares have been shilling for Cinnamon Toast Crunch for seven years, even appearing on new holiday-themed versions of the cereal, as well as a new chocolate version and reintroduced peanut butter variety.

But what ever became of Wendell? I'd be willing to bet those Crazy Square bastards ate him.

www.joshpincusiscrying.com