Yep. If you listen to it, they were trying to fatten rats up on a high fat diet and it wasn't working fast enough to make a difference.
At some point a rat (rats are typically VERY cautious about new food) was placed on a researcher's desk who had a bowl of fruit loops sitting there. The rat B-lined to the cereal and dug right in.
After that they just started putting junk food in the rat cages and they blew up like blimps and stopped eating their healthy whole grain pellets all together.