[me] & goji is a create-your-own-cereal-online company. And just might be the latest internet hoax. You know like Revenge Crabs or Bonsai Kitten, only much more subtle. So subtle that while I have enough confidence in that to post this, there is the slightest doubt. So don’t take it from me; decide for yourself.

This new approach to cereal came to me from Daily Candy Chicago. But that’s not the only press they’ve been getting. Their blog mentions Glamour and the food blog Hungry Girl.

So here’s how it works. There’s a drag&drop row of leaf icons representing your ingredients, a cereal bowl and a virtual compost heap if you change your mind. To the right, your nutritional facts and ingredients list updates with each addition. For my cereal, I selected a base of samurai wheat about which the caption reads:

“there is something special about the way these little cubes of shredded wheat trap milk the inside their spongy walls and explode with each bite like an orgiastic feast for the mouth.  rich in fiber and low in fat, this 100% whole wheat base is made from hundreds of tiny ninjas slashing away at a block of wheat.  but rest assured, we pay them well for their services.”

and then added Choco Cranberry, Bananas and Caocao Nibs. It comes out to $8.65 for 21oz. The screen reads “get it? got it? goji.” As if those three phrases weren’t enough to give the joke away, just check out the “who” section.

“The dream of three friends… cereal couture.” Adam, Alexander and Carl take Goji cereal on their fishing trips, to their office and on picnics.

(today) we love this concept because it can benefit so many different people: both serious and unserious athletes, on-the-go moms, blueberry-haters and soy nut-lovers, barack obama, john mccain, saturday morning cartoon connoisseurs and those with special dietary needs. we love it, and think you will too!

And every month there’s a contest awarding a free canister of cereal to whoever reuses their Goji canister, the “unique cereal capsule”, in the most creative way. They have this to say about the cereal capsule:

influenced by modern-minimalist interior design, we aimed to create an aesthetically appealing package that sits on your countertop and not in the cupboard.

Below is last month’s winner, sporting her ribboned on-the-Goji bag.

[me] & goji is social commentary. If it’s a hoax, then it’s a commentary on the public’s indiscriminate appetite for hype. Any absurdity is worth publishing. And if by some chance this company is for real, I doubt it makes that small business 5 year mark.