Other manufacturers of major brands of cereal (including General Mills, Malt-O-Meal, Nabisco, Nestlé, Post Foods, and Quaker Oats) followed suit and inserted prizes into boxes of cereal to promote sales and brand loyalty.
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In 1945, the Kellogg Company, the pioneer in cereal box prizes, inserted prizes in the form of pin-back buttons into each box of Pep Cereal.