Apple Jacks is a crunchy, apple flavored cereal made from corn, wheat and oats. http://www2.kelloggs.com/ProductDetail.aspx?id=552 It was introduced by Kellogg’s in the 1960s, and is now considered one of “today’s most beloved cereals” by the company. http://www.kellogghistory.com/history.html In 2008, Kellogg reduced the ounces per box of Apple Jacks, along with several other cereals, by an average of 2.4 ounces per box in order to keep from raising cereal prices. http://www.time.com/time/nation/article/0,8599,1818761,00.html Kellogg’s also markets Apple Jacks branded cycling jerseys, lip balm, and stuffed mascots of Apple Jack and CinnaMon. http://www.kelloggstore.com/store/Search.aspx?searchTerms=apple%20jacks&submit=true

In June of 2010, Kellogg’s, working in concert with the FDA, issued a voluntary recall of 28 million boxes of cereal, including Apple Jacks products. http://kelloggs.mediaroom.com/index.php?s=43&item=298 The CEO of Kellogg Company, David MacKay stated, “We apologize to our consumers and our customers and are working diligently to ensure that the affected products are rapidly removed from the marketplace.” http://www.time.com/time/quotes/0,26174,1999811,00.html The products affected were those with the letters “KN” following the “Better If Used By” date. For Apple Jacks cereal, those included 17 ounce packages dated with use by dates between April 10, 2011 and June 22, 2011, and 8.7 ounce packages dated with use by dates between June 3, 2011 and June 22, 2011. http://kelloggs.mediaroom.com/index.php?s=43&item=298

The earliest marketing of Apple Jacks included a mascot of a carved apple with a hat on top on the box front, and toy-inside promotions, such as toy trucks included in the boxes. http://www.youtube.com/watch?v=rKK6CwIBllc The talking apple danced and sang, and stated that “a bowl a day keeps the bullies away.” http://www.youtube.com/watch?v=wJNrctIuBWw In the early 1970’s, the Apple Jacks cereal box mascot was changed to a pair of girl and boy stick figures named “The Apple Jacks Kids.” http://www.youtube.com/watch?v=HYBqVvNk4Wc The kids remained on the box through the 1980s, though were less featured in the commercials as the company updated the image of the cereal. http://www.youtube.com/watch?v=WbJnwmsxVy0

In 2005, Kellogg's began a new campaign with new mascots; Apple Jack and CinnaMon. The character of Apple Jack was called a “bad apple” and the ads promised that the cereal wasn’t sour like real apples, and implied that apples themselves were inferior to the cereal.http://www.consumeraffairs.com/news04/2005/kelloggs.html Kellogg’s spokesmen issued a statement on the ad campaign, reading "Kellogg's has a longstanding commitment to advertise in a responsible manner. The current Apple Jacks campaign is designed to be a lighthearted and fun way to communicate the cinnamon great taste of the cereal. It is not intended to disparage apples or discourage children from eating apples." http://abcnews.go.com/Health/Business/story?id=962115&page=1 The company found itself under fire from supermarkets, consumer watchdog groups, and Produce for Better Health, a non-profit educational organization, all demanding that Kellogg's discontinue the ad campaign. http://www.consumeraffairs.com/news04/2005/kelloggs.html While Kellogg’s kept the mascots and the campaign, they did tone down the “bad apple” wording. http://www.youtube.com/watch?v=9neRMzbtEIQ