When I was a kid, my favorite breakfast cereal was Kellogg’s Sugar Frosted Flakes. As a teenager in the 1980s, I recall that the name changed to Frosted Flakes. In 1983, to appeal to a more health-conscious consumer, Kellogg simply dropped “sugar” from the name. And around the same time, Kellogg’s Sugar Smacks became Honey Smacks. There didn’t seem to be a dramatic reduction in sugar. Even today, sugar makes up over 55 percent of the total content of Honey Smacks and is the lead ingredient. Honey trails at fourth. The idea was … if the consumer didn’t see the word sugar, they wouldn’t necessarily jump to the conclusion that it was loaded with sugar. One could argue that this was just a marketing ploy – yet most would agree it secured marketing appeal by removing a potential distraction from its name.