Reporting on a taste test he organized not long after Cheerios Protein’s 2014 launch, Huffington Post’s Joe Satran wrote that:Mercifully, our taste testers did not report the cereal tasting like dal. Instead, they found Cheerios Protein to be, broadly, a lot like regular Cheerios. Many noted that the texture was a little more “robust” and firm than traditional Cheerios, but no one reported off flavors. It seemed like they were sweetened and flavored a little more aggressively than normal Cheerios, perhaps to mask the taste of the clusters.Whatever the thinking behind Cheerios Protein, consumers should know they’re getting just a “smidgen more protein”—to quote the CSPI lawsuit—and dramatically more sugar, when they pay up for the new product.
In the early 1980s, Saudi Arabia embarked upon a bold project: It began to transform large swaths of desert landscape into wheat farms.Now, “desert agriculture” isn’t quite the oxymoron it might sound like. These arid zones offer ample sunlight and cool nights, and harbor few crop-chomping insects, fungal diseases, or weed species. As long as you can strategically add water and fertilizer, you’ll generate bin-busting crops. And that’s exactly what Saudi Arabia did. As this Bloomberg News piece shows, the oil-producing behemoth grew so much wheat for about two decades that “its exports could feed Kuwait, United Arab Emirates, Qatar, Bahrain, Oman, and Yemen.”
But starting in the mid-2000s, Saudi wheat production began to taper off. Soon after, it plunged. This year and from now on, the country will produce virtually no wheat, and instead rely on global markets for the staple grain. What happened?In short, to irrigate its wheat-growing binge, the nation tapped aquifers that “haven’t been filled since the last Ice Age,” Bloomberg reports. And in doing so, it essentially drained them dry in the span of two decades.