Breakfast is supposedly the more important meal of the day. But does it matter what you eat for breakfast? There are plenty of incredibly unhealthy-sounding breakfast menus, but people are always coming up with even more outrageous breakfast items. Here are just a few examples of how kids can start their day.

• PepsiCo has a breakfast soda called Kickstart -- a Mountain Dew-flavored beverage with caffeine and some fruit juice and added vitamins. Are you a backer for 92 milligrams of caffeine in a 16oz can? [url]
• All kinds of deep fried foods can be found at county fairs, and deep fried breakfast cereals are no exception. Last year, the San Diego County Fair offered several kinds of breakfast cereals in a hot, crispy slightly chewy and delicious form (if you like fried stuff, and who doesn't). [url]
• If there's an important state-wide standardized test, students should eat a good breakfast before they take it -- and they can get a free meal from McDonald's for taking the FCAT (in Florida) in 3rd to 11th grade. And if anyone can correlate higher test scores with the students who ate at McDonald's.... [url]

If you'd like to read more awesome and interesting stuff, check out this unrelated (but not entirely random!) Techdirt post via StumbleUpon.

We know it's not good for us, but why are we so addicted to processed foods? Part of it is related to convenience, but perhaps the real reason is because processed foods taste good -- that is, if you like a lot of sugar, salt, and fat. As much as we would like to not think about it, a lot of science (and money for research, development, and marketing) goes into designing the perfect-tasting junk food that will have people coming back for more. Here are a few examples of how science is being used to trick our taste buds.

• The science behind the creation and marketing of junk food can be useful for food companies, but it can also be contributing to the rising rates of obesity in the U.S. Apparently, the key to designing the perfect junk food is to find the "bliss point" by optimizing levels of ingredients like sugar, salt, and fat. Also, in addition to taste, the crunch and mouth feel of junk food is just as important. For example, the perfect potato chip is one that breaks with about four pounds of pressure per square inch. [url]
• PepsiCo has reportedly developed a low-sodium potato chip that tastes just as salty as the original. The secret ingredient is "Crystal Salt" which is powdery like confectioner's sugar, allowing it to dissolve more efficiently on the tongue, so people taste more salt even though there's actually less of it on the chip. [url]
• The airline food industry should take some tips from the junk food industry and find a way to make airline food taste better. It turns out that people's taste buds don't work so well in-flight due to a combination of low cabin humidity and changes in air pressure. Astronauts in zero gravity seem to suffer from similar diminished tasting ability as well. [url]

If you'd like to read more awesome and interesting stuff, check out this unrelated (but not entirely random!) Techdirt post.

Oh, the benefits of incumbency.

Sodastream is a cool new company that allows consumers to make their own carbonated beverages at home.  Given its popularity, largely due to its ease of use, SodaStream’s stock has been on a run the last few months.  It also possesses the potential to disrupt to established beverage companies like Pepsi and Coke.

Not surprisingly, SodaStream would like to advertise this fact.  In fact, it is so keen on advertising the relative benefits of its product over the more traditional route of buying pre-made soda from the store that the company ponied up for a Super Bowl commercial.  Unfortunately for SodaStream, the ad was rejected by CBS, not because it was too risque, but because it “disparages” other major advertisers (which is apparently more objectionable than borderline softcore porn a la GoDaddy and Mercedes).  As Ad Age reported:

The content of its planned commercial seemed to have concerned CBS because it was a direct hit at two other Super Bowl sponsors and heavy network TV advertisers: Coke and Pepsi.

We’ve discussed elsewhere CBS’s newfound affinity for the ban hammer, but this isn’t even the first time this has happened to SodaStream.  British regulatory authorities yanked Sodastream’s first major advertising campaign for “being too disparaging towards soda manufacturers like Coke and Pepsi.”

How disparaging was SodaStream that its ads were pulled from television?  Well, it simply pointed out that SodaStream was more environmentally friendly than drinking off-the-shelf sodas because, with SodaStream, “you could save more than 2,000 bottles a year.”  Wow, that is incendiary.  Not safe for public consumption!

It gets better.  Clearcast, the NGO — funded by the British broadcasters — that pre-approves most advertisements for British television, reportedly offered this rationale for pulling the ad:

The majority decided that the ad could be seen to tell people not to go to supermarkets and buy soft drinks, [and] instead help to save the environment by buying a SodaStream. [SodaStream] was also told that it constituted denigration of the bottled-drinks market.

Hypocritically, U.S. broadcasters have allowed Pepsi to air Super Bowl ads that bashed Coke directly, as Ad Age also pointed out:

Interestingly enough, Pepsi has scored big points with viewers over the years by showing Super Bowl ads with Coke deliverymen abandoning their employer wholesale for a sip of a Pepsi drink.

Moral of this story:  Pepsi and Coke can attack each other over trivial differences in their products, but don’t attack the business model of big incumbent advertisers.

Fortunately, there is an upside for SodaStream.  All the controversy that these ads have stirred has generated a buzz around them.  The SodaStream “banned Super Bowl ad” has already generated more than two million hits on YouTube in two days and generated a media buzz around the company itself.  And that’s without having to splash $3.8 million worth of cash for a Super Bowl commercial.  Another example of the Streisand Effect in action.

[SodaStream is running a commercial during the Super Bowl, but it was forced to replace Coke and Pepsi with fictional soda companies.  However, that ad only has a little more than 17,000 YouTube views in the last two days.]

Cross posted from Project-Disco.

Red Bull made a huge advertising event out of Felix Baumgartner's record-breaking free-fall from the edge of space. But it's not the only food/drink maker to sponsor a space-related promotion. Maybe it's a bit disconcerting that food companies have enough dough in their advertising budgets to fund crazy stunts, or maybe it's awesome that advertising/marketing budgets are being used to fund incredibly cool projects.... Either way, here are a few other examples of sponsored space foods.

• Pizza Hut delivered the first pizza to the International Space Station in 2001, which Russian cosmonaut Yuri Usachov ate as a $1 million promotional stunt. Salami instead of pepperoni was used as a topping, and extra salt and spices were added to adjust for the deadened taste buds of a long-term space inhabitant. [url]
• Commemorative M&Ms celebrated SpaceShipOne's successful sub-orbital flight and its Ansari X Prize win. M&Ms were also used on a test flight to demonstrate weightlessness to spectators watching a remote video stream. [url]
• M&Ms have been taken aboard numerous NASA missions for about 30 years. However, NASA has generally been coy about calling the space-worthy candies M&Ms. [url]
• Specially-designed cans of Coke and Pepsi have been on a space shuttle mission during the Cola Wars. The beverages weren't that refreshing for astronauts due to a lack of refrigeration and messiness. [url]

If you'd like to read more awesome and interesting stuff, check out this unrelated (but not entirely random!) Techdirt post.

Logos can convey all kinds of messages -- and instill a sense of confidence or demonstrate a lack of attention to detail. Some logos are fun. Others are serious. Some company logos don't change very much over a long period of time, but others seem to change with every passing design fad. Some logo re-designs are more successful than others. Here are just a few interesting logo collections of some branding campaigns that you might recognize.

• SB Nation's network of 300 blogs redesigned all their logos for a re-launch -- with just a single designer, Fraser Davidson, in 7 weeks. Designing 300 logos is hard enough, but add in the complication that none of these logos should in any way infringe upon their related sports teams' official trademarks.... [url]
• Imagine some popular corporate logos redesigned for a hipster blog or startup. You don't have to imagine it, there's a Tumblr blog for it. [url]
• The evolution of corporate logos is kinda fascinating. Apple's first logo in 1976 is really different from its current minimalistic logo. [url]
• Some logos have hidden messages in them. The Big Ten collegiate conference logo has a little nod to the fact that there are actually eleven teams in its organization. [url]

If you'd like to read more awesome and interesting stuff, check out this unrelated (but not entirely random!) Techdirt post.

The Cola Wars have been over for a long time. As usual in war, there are no real winners -- just a lot of wasted spending. Now that we're giving peace a chance, here are just a few lingering concerns over these dark-colored soft drinks.

• Coca-Cola and Pepsi are going to modify their recipes a little bit to reduce the amount of caramel coloring and 4-methylimidazole in their colas. Otherwise, a California law would require a cancer warning label since the 4-methylimidazole in the coloring is a known carcinogen. [url]
• There was a fairly complex conspiracy theory behind the introduction of New Coke which suggested that Coca-Cola knew how badly the new formulation would taste to consumers, but that the company made it in order to replace sugar with HFCS. Bonus points for definitively debunking this conspiracy theory... [url]
• If you've ever seen a demonstration of a can of cola dissolving teeth, you might be a bit freaked out by the phosphoric acid listed in the ingredients of many sodas. But the dose makes the poison, and the concentration of phosphoric acid in soft drinks shouldn't worry anyone. [url]
• To discover more food-related links, check out what's floating around in StumbleUpon. [url]  

By the way, StumbleUpon can also recommend some good Techdirt articles, too.

Chemists routinely use equipment like rotary evaporators, centrifuges, and ultrasonicators to extract, separate, and mix various chemicals in the lab. But, the same equipment can also be used to prepare unique and tasty drinks. Why settle for ordinary? Classic beverages are getting a makeover thanks to the creative use of modern technology. Here are a few examples.

• Manhattan bar Booker & Dax uses molecular gastronomy techniques to give cocktails the "mad scientist" treatment. The bartenders are known to light drinks on fire with a 1,500-degree Fahrenheit red hot poker, extract essences from herbs with a rotary evaporator, clarify fruit juices with a centrifuge, and age wine or whiskey with ultrasonic waves. [url]
• In 2009, Coca-Cola introduced the Freestyle soda fountain, which features a touchscreen interface and more than 100 different flavor options that can be mixed however the user wants. The machines use "PurePour" technology -- originally designed for measuring exact amounts of dialysis and cancer drugs -- and they send data about beverage consumption, peak times, and popular locations to Coca-Cola's Atlanta headquarters, which can order the machines to stop serving drinks immediately in case a flavor is discontinued or recalled. [url]
• In 2011, Pepsi unveiled their Social Vending System, which features a touchscreen interface and allows users to gift a Pepsi drink to a friend, along with a recorded video message. The machine will send a text message to the friend with a special code that they can use to redeem their gift at the nearest Pepsi Social Vending System. [url]
• To discover more food-related links, check out what's floating around in StumbleUpon. [url]  

By the way, StumbleUpon can also recommend some good Techdirt articles, too.

There are a lot of different soft drinks targeting nearly every conceivable market. It's almost amazing that potable water is generally free, and there's still a multi-billion dollar industry for non-alcoholic beverages. What are they putting in water that people just can't get enough of? Here are just a few examples.

• If you want to make your own do-it-yourself sodas, there are a bunch of home carbonation systems that'll add some CO2 to whatever kind of water you like. Maybe OpenCola will get popular with the kids again. [url]
• A new type of soft drink comes in an aerosol-powered bottle and sprays an orange-flavored foam. If only this were a more popular beverage, there might be a pepper-spraying cop remix for it... [url]
• Ever wonder why people use Kool-Aid as a mixer for all kinds of drugs? Spoilers: It's cheap. It's an easily mixed powder that can be adjusted for taste. It's brightly colored to mask other ingredients. It has no known interactions with medicines. And there's one more reason... [url]
• To discover more food-related links, check out what's floating around in StumbleUpon. [url]  

By the way, StumbleUpon can also recommend some good Techdirt articles, too.

The sense of taste is surprisingly complex. It's related to the sense of smell, but various foods also have combinations of textures and consistencies that make taste tests an interesting (and difficult to fully understand) field of study. There are "perfect Pepsi's" -- not just a single "good" taste that everyone can agree upon. Here are just some other tidbits on tasting.

• Japanese scientists have studied the properties of miraculin -- the glycoprotein from the West African plant Richardella dulcifica that makes sour things taste incredibly sweet (for up to an hour). It works best in an acidic environment to bind your taste receptors, and unfortunately, the FDA considers it a food additive and has not approved its use as an artificial sweetener. [url]
• Some folks are investigating "Pine mouth" syndrome -- the phenomenon where a metallic aftertaste lingers in your mouth for days after eating pine nuts. The effect was first documented in 2001, but more cases are being reported and various food agencies are trying to track down the cause. [url]
• There are over 600 flavor compounds that combine to create the taste of chocolate. However, humans can recognize the aroma of chocolate by only 25 of those volatile flavors. [url]
• To discover more food-related links, check out what's floating around in StumbleUpon. [url]  

By the way, StumbleUpon can also recommend some good Techdirt articles, too.

The famous Pepsi Challenge was reportedly introduced by John Sculley, but despite the conclusion that more people prefer Pepsi, Coke still seems to outsell Pepsi in most (not all!) parts of the world. The original formulas for both colas seem to be in the public domain, but copycat colas haven't exactly caught on. Here are a few other drinks that have a long way to go before getting into a cola war.

• A moonlighting chemist makes some unique soda flavors when he's not developing prescription drugs. Sounds more legit than developing recreational drugs in his spare time... [url]
• Dr. Pepper doesn't want you to drink Dr. Pepper with real sugar in it. No more Dublin Dr Pepper if it wins its lawsuit. [url]
• There may be a new category of beverage that is not quite hard or soft -- containing synthetic alcohol. And it won't be reserved just for Starfleet officers anymore. [url]
• To discover more food-related links, check out what's floating around in StumbleUpon. [url]  

By the way, StumbleUpon can also recommend some good Techdirt articles, too.