When you next pop into your local supermarket, take a good long look at the choice of breakfast cereals on offer. If it is anything like my grocery store, there are shelves upon shelves of breakfast goodies on offer.
Each one claims to be, in one way or another, better for our health. More fibre. Less sugar. 100% organic. More crunch. No added salt. Fat free. The claims they make are only limited by the imagination of the marketers.
But guess what. Breakfast cereals are simply a mixture of grains and sugar. What’s more, it is just not mathematically possible that every brand of cereal can be better for our health. It’s like saying that every schoolchild is above average height for the class.
The plethora of cereals in the supermarket is not unlike the wide choice of investment funds on offer in fund supermarkets. It is the pinnacle of marketing genius....