Halfsies

Halfsies was a breakfast cereal manufactured by Quaker Oats from 1979 through 1984. It was the result of the so-called "sugar backlash" in which the amount of sugar in children's breakfast cereals became an issue. The premise was it contained half the sugar of regular breakfast cereals, and that it was half-corn and half-rice. The cereal nuggets were shaped as half a normal cereal ring, like the letter C.

It was corn- and rice-based^[1] and, essentially, were Cap'n Crunch (another Quaker Oats product) with half the sugar and a slightly different texture.

The marketing campaign was headed by the King of The Land of Half who presided over The Land of Half. The box featured Half Land where houses, cars, food, etc. were all cut in half (i.e. only half of a house would be present with the walls open on one half and you could see into the house, etc.)

Animated by Jay Ward Studios before it closed its door by 1984, Halfsies was a Quaker cereal from the early 1980s, with only ½ the sugar of most sweetened cereals (plus Nutrasweet). Characters included the King of the Land of Half, his sons Half Prince and Half Pint, Count Awfulot, and the Jester. Everything on the box was in half. For example, his crown, the cereal bowl, the chair...everything was in half.^[2]

Halfsies were discontinued due to poor sales.