He found it so memorable that in later years he chose to adopt it as his company's logo ... Shredded Rice, but further changes were in store. 1951 was the official birth year of Chex cereals ...

after Purina’s famous red-and-white checkerboard logo. By 1950, Wheat Chex was appearing in ads side-by-side with Rice Chex, which assumed the current checkerboard shape. Then in 1953 ...