Food & Drink

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BEST REASON TO GO OUT IN YOUR JAMMIES Phoenix 2005 - Cereality

Thanks to local entrepreneur David Roth and his pal Rick Bacher, your inner child need never go hungry again. The duo last year launched Cereality, a Tempe-based cereal bar that allows the fourth grader in you to mix Sugar Smacks with Fruity Pebbles and call it dinner; to feast (in public!) on Frankenberry sopped with chocolate milk. Cereality turned a profit just two months after opening its flagship in ASU's Memorial Union, then launched plans for a nationwide chain (they've opened stores in Chicago and Philadelphia thus far) devoted to pushing Post Toasties topped with all manner of sugary crap -- candy, yogurt-covered nuts, even other cereals -- served up all day long by pajama-clad counter help called "cereologists." We like that there's a place we can go to order Grape Nuts topped with Gummi worms, and are especially proud to tell people that such a place originated here in the Valley. Then again, where else?
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