Astroganda

When I was five, I was the proud herald of my father’s superhuman abilities. I told the other kids at the Royal Lanai apartments playground that my dad, an IBM engineer, was basically Tony Stark with a day job. I pointed to the giant playground spaceship and swore that when he got home, he’d slap rocket launchers on it and we’d all blast off to Mars. Naturally, the kids, hungry for cosmic adventure, followed me to the carport, where my dad’s red MGB was parked like the space shuttle awaiting launch. We munched on Pillsbury Space Food Sticks—because apparently, astronaut snacks were the pinnacle of pre-launch cuisine—as we waited in breathless anticipation.

When the MGB finally roared into the carport, we erupted like we’d just seen the second coming of the space shuttle. But my father, in his somber gray suit that made him look like a budget Bond villain, crushed our dreams faster than a meteorite. “Sorry, kids,” he declared, “but flying to Mars without FAA clearance would land me in the slammer.” Our little faces fell as we imagined Dad in prison for attempting to breach the celestial airspace. Our sense of civic duty suddenly made us feel like unsung heroes, following the rules by not flying to Mars. The thrill of not going to Mars was almost as exhilarating as the thought of actually going there.

The real blow to my father’s godlike status wasn’t his failure to launch us into space. No, it was his red MGB. This flashy little convertible was more temperamental than a teenager with a broken phone. It had a pathological aversion to warm weather and its engine seemed to overheat if you so much as looked at it sideways. Frustrated by its chronic hot flashes, my father finally traded it for a turquoise Chrysler Newport. The MGB’s breakdowns were like a public confession that there were engineering limits even he couldn’t defy. If he couldn’t conquer a car, how could he possibly conquer the cosmos?

Meanwhile, we ate our Space Sticks, hoping these chewy abominations might turn us into astronauts. Those days introduced me to the food industry’s sugary, astronaut-themed scam that sold space-age wonder in chewy, shrink-wrapped form. The term for this manipulation is Astroganda–The slick marketing tactic that wrapped ordinary snacks—like Pillsbury Space Food Sticks—in a shimmering cloak of interstellar cool, convincing kids that chewing one made them honorary astronauts. A hybrid of “astro” and “propaganda,” Astroganda is the strategy of linking mass-produced consumer goods with galactic ambition, NASA prestige, and the promise that you too could eat like Buzz Aldrin while sitting in your corduroy overalls.

Space Food Sticks were less about nutrition and more about narrative—chewy cocoa logs of powdered optimism, packaged for Earth-bound dreamers with moonshot imaginations. They didn’t just taste like chocolate; they tasted like potential.

Victims of Astroganda could often be found in carports, licking space dust off their fingers, eyes fixed on a dented MGB convertible, waiting for liftoff and quietly ignoring the radiator steam as a mere launch delay.

It wasn’t food—it was future cosplay in a wrapper. And we bought it. Literally and figuratively.