So last week saw the Canadian launch of cereal timbits and as evidenced by the number of people sending press releases about it, not everyone is happy.
Rules, for readers who don't know, are donuts holes by Canadian giant Donut Tim Hortons.
People are upset because apparently this sugary cereal is over the top and a bit extra wrong or extra awful.
Tim Horton is certainly not concerned with protecting or promoting public health. Neither is Post Foods. Nor should one expect it to be.
Sugar is probably a concern for humans, and at 17g per cup (4.25 teaspoons), it's certainly not a trivial amount, but it's no more than many other cereal sugars and is actually less than the Post Raisin Bran packing 24 % more sugar at 21g (5.25 teaspoons) per cup.
All of this is hard to remember for Tim Horton or the Post Foods in their attempt to sell food, as selling food is literally their only job, and frankly this food is no worse than the food they already sell.
What should people do about cereal?
What about loose ends in advertising laws that allow cartoon characters to be decorated in sugar cane boxes and prey on children? Or the looseness of the front packing laws that allow Froot Loops boxes to boast about all their cereal or vitamin D content? Or the failure of our government to set up a warning system in front of a package like the one that came into force in Chile.
What would life be like in the Canadian cereal aisles if we followed Chile's lead?
Here are the frozen flakes before and after Chile's laws come into force
It sure looks great to me.
(And for grammar police, 'donut' is the way Tim Hortons knows donut)