“After the alarm clock, it is the turn of Mr Kellogg to shame us into action. 'Rise and Shine!' he exhorts us from the Corn Flakes packet. The physical act of crunching cornflakes or other cereals is portraied in TV advertising as working an amazing alchemy on slothful human beings: the incoherent, unshaven sluggard (bad) is magically transformed into a smart and jolly worker full of vigour and purpose (good) by the positive power of cereal. Kellogg himself, tellingly, was a puritanical health-nut who never had sex (he preferred enemas). Such are the architects of our daily life.”

“On the morning of the fourth day, Jamie tipped a switchblade out of his box of cornflakes.  “I think these promotional campaigns have really got out of hand,” he said, freezing with his hand on the milk carton. “One shiny free knife with every packet of cereal bought is not a good message to send out to the kiddies.”

“Watching two cows have sex is the most magical experience at Cereal Land.”

“The Christian is in a different position from other people who are trying to be good. They hope, by being good, to please God if there is one; or — if they think there is not — at least they hope to deserve approval from good men. But the Christian thinks any good he does comes from the Christ-life inside him. He does not think God will love us because we are good, but that God will make us good because He loves us; just as the roof of a greenhouse does not attract the sun because it is bright, but becomes bright because the sun shines on it.”

“Moeller, who has tasted a naked Cheeto, likens it to a piece of unsweetened puffed corn cereal”

“To give preference to the life of a being simply because that being is a member of our species would put us in the same position as racists who give preference to those who are members of their race.”