One aspect I have
treasured about my
association with my
European friends is
that they really do
see life here in the
United State from a
completely different
set of eyes (or
tastebuds). So it was
not until more than
one European quite
independently asked,
“What is it with
America’s seeming
fascination with
cinnamon?” that I had
to pause and question
it myself. At first,
I figured that it was
merely a random
observation brought on
by the happenstance of
passing a Cinnabon in
an American mall. My
thoughts were, “How
can anybody not like
cinnamon? It is a
taste-bud tantalizing
spicy sweet treat.”
But when at least two
more Europeans asked
me the same question
elsewhere, I had to
start wondering. I
brought the question
up at one of our staff
meeting and the dozen
or so Europeans
attending immediately
concurred – the
popularity of cinnamon
on our shores really
was quite
inexplicable. Seems
it’s not like that in
Europe at all. As
usual, I’m not so much
here to defend this
phenomena (after all,
it is rather like
having to defend cute
fluffy kittens, for
all the harm cinnamon
is doing), but rather
seek to explain it.
And when you look at
it, it is kind of
puzzling.
Cinnabon itself is
quite the American
success story.
Starting in
metropolitan Seattle’s
SeaTac Mall on
December 4, 1985, it
has since spread to
over 600 locations
worldwide. Cinnabon
is such a fixture on
the American landscape
that it made its way
into popular culture
as the workplace for
“Goth Girl” in a
recurring Saturday
Night Live skit, “Goth
Talk.” Success breeds
parody, and
ultimately,
imitation. Even my
European friends who
aren’t so crazy about
cinnamon, like
Cinnabon, perhaps it’s
all the cream cheese.
One imagines a
boardroom somewhere in
corporate America,
where a group of execs
with marketing degrees
are brainstorming how
to pump up sales of
their product. It
doesn’t really matter
what the product is.
One nibbles on the
Cinnabon somebody had
inevitably brought in
as brain food, and
“eureka!” “Let’s
offer it in cinnamon
flavor!” And so it
was that we were
offered Cinna Stix®
Dessert Treats at
Domino’s Pizza, told
to go to IHOP for Cinn-A-Stacks,
were offered a new
line of whitening
toothpastes from Crest
named Cinnamon Rush,
had the opportunity to
buy Apple & Cinnamon
Liquid Cereal, Cap’n
Crunch cinnamon
flavored cereal,
cinnamon flavor
instant oatmeal,
cinnamon flavored
teas, cinnamon raisin
protein bars and
procured a concoction
called “Pepsi Spice”
with cinnamon and
ginger top notes,
which didn’t make it
much further than its
debut as “Pepsi
Holiday Spice” in the
year 2003.
The list of cinnamon
flavored products
available here in the
United States is
likely too long to fit
here. Needless to
say, cinnamon does
double-duty as a
scent, available in
air fresheners and
aromatic candles,
too. Hey, why not a
cinnamon scent body
wash? No doubt it’s
in development.
But cinnamon alone is
not the whole story.
The American consumer
is being treated to an
entire flavor
explosion. Have you
counted the different
types of snack chips
available lately?
Jalepéno, habérnaro,
salsa, regular ranch,
cool ranch, mesquite
grill, guacamole, BBQ,
honey BBQ, nacho,
chili cheese, Sonic
Sour Cream (huh?),
hot jalapeno,
sour cream & onion,
alder smoked barbecue,
parmesan & garlic,
sea salt & vinegar,
zesty dill pickle,
and the promise of
limited edition
flavors to come.
So much variety is at
once delightful (will
they come up with a
flavor combination
manufactured just for
me?) and annoying.
Who has time to
decide? Picking a
toothpaste can take
twenty minutes.
Tartar control or
whitening or fight gum
disease? Zesty Citrus
or Wintergreen? Each
brightly designed
packages screams
“Pick-me! Pick me!”
It makes one long for
the simpler old days,
when the choice was
either just Crest or
Colgate. All of which
is something to think
about while chewing a
piece of sugar-free
cinnamon flavored gum.
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2006 All content property of European Weekly unless where otherwise
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