While the first thing you might notice is how this is a fairly unusual illustration style for the 1940’s, take a closer look at the cereal and ad copy. This is certainly not the way Kix has looked since its TV ads from the 1950’s and even then, it is noted that this is "new Kix" and "like little wafers" so it must have been different previous to this (Kix was introduced in 1937). The Kix website gives no hint that the recipe — or, at least the round shape — has ever changed.