Batter Blaster: Weakness in Blogging Revealed

I was making my preprogrammed assault on the local Molly Stone’s Market and when reaching for some range-frei, zero chemicals added eggs I saw Batter Blaster: the pancake batter that comes in an aerosol can. I had read about this on several blogs I follow and figured, ‘Lets give it a try!’ Even as I made that decision I was trying to remember who had said anything positive about the Blaster.

Now each of these blogs had written about ye old Batter Blaster several months ago. One, treehugger, over a year ago. I’d seen the name Batter Blaster in 3 places I trusted and none of them had negative connotations. One of them was Dethroner’s own King-in-Chief, Joel.

Boing Boing Gadgets: Joel on the Batter Blaster
Boing Boing: David on the Batter Blaster
TreeHugger: Jasmine on the Batter Blaster

If you read these blog posts, not a single one of them has anything stronger to say than our own Joel “I’m sure it’ll be a big hit.” Each blogger simply shares that the stuff exists — Joel and David provide some anecdotal reason it ought to be good, TreeHugger asks for your opinion. However, I’ve now been “touched” by this brand in 3 blog locations and for some reason left thinking I should buy this product; and I did.

Each of these sources was sharing something they thought looked fun and not offering any concrete guidance — but 2 of the 3 made it sound as if it SHOULD be good. As I generally trust and can rely on them; when I saw the product it registered as a high percentage choice.

High percentage chance to to get bland waffles and pancakes is what it is! This stuff is garbage. If you have ever made your own pancake or waffle batter and know what it looks, smells and tastes like, be prepared for disappointment. I’m a big fan of just taking Bisquick, adding a shot of Grand Mariner and calling it a day. That simple, 3 minute process makes flawless pancakes and waffles that taste fantastic. Trust me, try the Grand Mariner — ignore the aerosol. As you spray your Batter Blaster all over the waffle iron, you’ll notice it isn’t smooth and doesn’t flow nicely from the center out. The batter from the aerosol is fluffy and oozes. It has too much nitrous or whatever they use to pressurize the can in it and rises as it exits the can. This gives you the impression of a fluffy nice waffle or pancake, but as the gas separates from the batter you end up with thin and rubbery.

Yes, folks — after a batter blast I was left with a flacid waffle.

Why is it so popular for bloggers to spotlight things they haven’t tried? Is there some justification that says “I can write a moderately positive piece on some product, sight unseen, so long as I don’t directly endorse it.”? I see this all the time with other products and while none of these 3 blogs told me to go buy the product, I am left feeling like the positive associations created a false recommendation. Its that multiple brand touches associated with something you trust builds affinity ‘thing.’

Am I nuts? Maybe I am just an easily duped American.