My favorite news of the food world this week was the announcement by Post Cereals that Shredded Wheat is just that–its wheat, its shredded–it’s a product that has not changed and will not change. Their new ad campaign says they do not need to add any super ingredients or spice up the vitamin count, they are what they are, and that is excellent.

They have taken the posture that no change is needed, and they celebrate the fact that they represent non-innovation with a headline: “Innovation is not your friend.” They tout the fact that their product, “with one honest ingredient,”  has not changed since 1892!

They might just have it right as we continue to look for the next super food that promises longevity and good health. That we continue to buy products with fortification such as juices with calcium and D. According to their logic, we have forgotten the basics. Their only concession to modernity is to offer flavored wheats such as frosted or honey nut.

To lend support to their theory that no change is necessary, they created a humorous selection of YouTube videos at www.thepalaceoflight.com. The tagline says it all: Progress is overrated. That in itself offers a double entendre message as the modern world communicator, the Internet marries the old and the new.

Go get milk.