For as long as
cereal manufacturers have been making kid's breakfast cereals, there have been
prizes inside. It is one of the most annoying laws of physics that the
weight of the prize is always greater than the weight of the cereal it's nestled
in &, therefore, ends up somewhere around the bottom of the box. As
great as the cereal may taste, no kid - young or old (oh, go on admit it, you
fit in this category) - has the patience to eat the entire box before getting to
the prize. The only other alternative was to dump out the whole box, which
could be wasteful. So, Simon McKay set out to solve the problem.