This boundary between fun and serious foods faced a serious test earlier this decade. To appeal to kids, food companies unveiled an array of traditional foods in unconventional colors. Ore-Ida put out “Kool Blue Funky Fries” and Parkay marketed margarine in “Electric Blue” and “Shocking Pink.” The trend was kicked off by Heinz’s EZ Squirt ketchup, which in 2000 first appeared in green. The condiment was such a hit (it actually increased the company’s total sales of ketchup by more than 5%) that other colors followed. The trend peaked with the introduction of Kellogg’s Mickey’s Magix cereal, which launched a full-scale assault on one of the most wholesome and natural of foods: it promised to turn milk pastel blue