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Later "The Breakfast of Champions" into the 1990s; cited by Kurt Vonnegut eponymously in Breakfast of Champions (1973), preface: "The use of the identical expression as the title for this book is not intended to indicate an association with or sponsorship by General Mills, nor is it intended to disparage their fine product."Andrew Hargadon, How Breakthroughs Happen: The Surprising Truth about how Companies Innovate‎ (2003), p. Smith, Encyclopedia of Junk Food and Fast Food‎ (2006), p.