Within 10 years of its incorporation, his Postum Cereal Company had more than $10 million in capital and was spending $400,000 a year on advertising, sums which were remarkable for the period. Post was an astute businessman who believed that advertising and aggressive marketing were the keys to a successful enterprise. Owing to consumer resistance to the (inaccurate) biblical reference that was so great that even Great Britain flatly refused to register the name as a trademark, it was renamed Post Toasties in 1907. His first corn-flake product was introduced as " Elijah's Manna" in 1904. In 1897, Post introduced his first dry cereal, a crunchy blend of wheat and barley, which he called Grape Nuts. As of January 2013, Eliza's Quest Food had succeeded in returning Postum to many grocery stores across the United States and Canada. This version of the product was manufactured in Battle Creek until it was discontinued in 2007. Initially, Postum had to be brewed like coffee, but in 1911, Post introduced a powdered, instant formulation. Its advertising slogan, which he coined himself, was, "There's a Reason." Postum's main ingredients were naturally caffeine-free wheat grain, bran, and molasses. Having developed an aversion to coffee during his time in the sanitarium, Post positioned Postum as a healthy alternative. Post's first product, introduced in 1895, was not a cereal, however, but a roasted, cereal-based beverage, Postum. Kellogg, had developed a dry corn flake cereal that was part of their patients’ diet. Post established his company in Battle Creek, Michigan, having lived there since 1891, when he was a patient at a holistic sanitarium operated by Dr. The company also produces several pet food brands, including Rachael Ray Nutrish, Kibbles 'n Bits, and 9Lives, and markets Peter Pan Peanut Butter.Ĭ. Post, owns a large portfolio of cereal brands that include Bran Flakes, Honey Bunches of Oats, Golden Crisp, Grape-Nuts, Honeycomb, Oreo O's, Pebbles, and Waffle Crisp, among others. Post Consumer Brands (previously Post Cereals and Postum Cereals also known as simply "Post") is an American consumer packaged goods food manufacturer headquartered in Lakeville, Minnesota.
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