Umpqua Oats Super Premium Oatmeal Salted Caramel Meltdown


Do you remember me? I'm just an old writer, I know. But it's a little different than that. I know I left you back on that wide, dark internet street some fifteen days ago, but...well, I've had the tests, I got the paperwork, and I have something very important to tell you. I'm your blogger. I'm the one you imprinted upon early in the morning after you had your nightly Mountain Dew. I'm the one you reached out to when you needed humor and implicit gay shenanigans. I hand-fed you your first bites of truffled popcorn, cheeseburger-flavored pasta, and, well...

I'm back, baby.

And I have a new apartment, a working, reliable internet connection, and new vocabulary under my belt. It's like they cryogenically froze me for two weeks and uploaded me with information about blown fuses and summary judgment. What could be better than that? I'll tell you: in my hamlet of West Hartford, close to the home of my new, shiny law school, I come bearing gifts of pretentious oatmeal! This is Umpqua's Salted Caramel Meltdown, not to be confused with Chocolate Temper Tantrum or Vanilla Sensory Overload that Causes You to Fire Questions at Strangers About Dogs. And what kind they have. And what their names are. And when you can come pet them, instead of answering their inquiry as to what time it was, ten minutes ago.

You look so big! Here, let me feed you some of this oatmeal. Just try it. I know it's ridiculously flavorless, which likely makes it accessible to a wide audience of Millenials and busy moms, but it's filling and reliable, too. The chunks of salted caramel and miniscule pecan shards are easy to digest, if lacking in substance, and the whole thing is just one snide 'on-the-go' fallacy away from a car accident. It's yet another rider atop the wheezing, dying salted caramel horse and if it doesn't go away, I fear the universe may collapse on itself, producing an endless string of punny breakfast foods in trendy flavors for the offspring of the busy people purchasing them for $4.20 plus tip.


If you must play the game, you've got to know the rules. This applies to the concept of using hyperbole and trends, in this case. If you're audacious enough to use the words 'super,' 'premium,' 'salted,' 'caramel,' and 'meltdown,' in your product's name, I expect to see all five in spades. The deceased Quaker on the Quaker Oats canister has more flair than this. It's as bland as its audience and doesn't even have the fashion sense to boot. Umpqua is yet another follower on this endless bandwagon. Hopefully it will run out of gas sooner rather than later.

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