 Other manufacturers of major brands of cereal (including General Mills, Malt-O-Meal, Nabisco, Nestlé, Post Foods, and Quaker Oats) followed suit and inserted prizes into boxes of cereal to promote sales and brand loyalty.In 1945, Kellogg inserted a prize in the form of pin-back buttons into each box of Pep cereal.Pep pins have included U.S. Army squadrons as well as characters from newspaper comics.