⚡biscuit or shredded tweet

Via Kottke’s Quick Links, we get an example of the sort of tenacious curiosity that gets to the bottom of branding—even when the manufacturer itself was uncertain—and seemed a bit cagey in fact. Tri is definitely not three, not three wholesome ingredients or thrice-baked. Invented and granted a patent in 1902 before going into production the following year by the Shredded Wheat Company of Niagara Falls—the factory powered by the mighty waterfalls’ hydroelectric generation, the snack cracker boasted that it was the only one of its kind baked by this new-fangled electricity.