Postum () is a powdered

roasted grain beverage A cereal coffee (also known as grain coffee, roasted grain drink or roasted grain beverage) is a hot drink made from one or more cereal grains roasted and commercially processed into crystal or powder form to be reconstituted later in hot water ...

popular as a

coffee substitute Coffee substitutes are non-coffee products, usually without caffeine, that are used to imitate coffee. Coffee substitutes can be used for medical, economic and religious reasons, or simply because coffee is not readily available. Roasted grain b ...

. The

caffeine Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine t ...

-free beverage was created by Post Cereal Company founder C. W. Post in 1895 and marketed as a healthier alternative to

coffee Coffee is a drink prepared from roasted coffee beans. Darkly colored, bitter, and slightly acidic, coffee has a stimulant, stimulating effect on humans, primarily due to its caffeine content. It is the most popular hot drink in the world. S ...

. Post was a student of

John Harvey Kellogg John Harvey Kellogg (February 26, 1852 – December 14, 1943) was an American medical doctor, nutritionist, inventor, health activist, eugenicist, and businessman. He was the director of the Battle Creek Sanitarium in Battle Creek, Michigan. The ...

, who believed that caffeine was unhealthy. Post Cereal Company eventually acquired

General Foods General Foods Corporation was a company whose direct predecessor was established in the United States by Charles William Post as the Postum Cereal Company in 1895. The company changed its name to "General Foods" in 1929, after several corporate ...

, then merged to

Kraft Foods Inc. Kraft Foods Inc. was a Multinational corporation, multinational confectionery, food and beverage conglomerate (company), conglomerate. It marketed many brands in more than 170 countries. 12 of its brands annually earned more than $1 billion wor ...

in 1990. Eliza's Quest Foods now owns the trademark rights and secret recipe of Postum. The "instant" drink mix version was developed in 1912, replacing the original brewed beverage. Postum is made from roasted

wheat bran Bran, also known as miller's bran, is the hard outer layers of Cereal, cereal grain. It consists of the combined aleurone and pericarp. Corn (maize) bran also includes the pedicel (tip cap). Along with cereal germ, germ, it is an integral pa ...

and

molasses Molasses () is a viscous substance resulting from refining sugarcane or sugar beets into sugar. Molasses varies in the amount of sugar, method of extraction and age of the plant. Sugarcane molasses is primarily used to sweeten and flavour foods ...

. In addition to the original flavor, coffee-flavored and cocoa-flavored versions have been introduced.

History

Postum quickly became popular, making Post wealthy. The aggressive advertising, with the slogan "There's a Reason", warned against the alleged dangers of coffee and caffeine, and promoted the benefits of Postum. When imitations appeared, the company introduced a cheaper drink called Monk's Brew that was identical to Postum, but discontinued it after competitors left the market. Instant Postum appeared in 1911. Although the Post Cereal Company explicitly stated in its advertising that Postum did not taste like coffee and was not a coffee substitute, the drink enjoyed an enormous rise in sales and popularity in the United States during

World War II World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposin ...

when coffee was

rationed Rationing is the controlled distribution of scarce resources, goods, services, or an artificial restriction of demand. Rationing controls the size of the ration, which is one's allowed portion of the resources being distributed on a particular ...

and people sought a replacement. Postum was sometimes marketed by a cartoon

ghost A ghost is the soul or spirit of a dead person or animal that is believed to be able to appear to the living. In ghostlore, descriptions of ghosts vary widely from an invisible presence to translucent or barely visible wispy shapes, to rea ...

named Mister Coffee Nerves, who would appear in situations wherein people were shown in uncomfortable life situations (e.g., irritability, lack of sleep, lack of athletic prowess) due to their use of coffee and its negative effects. These cartoons always ended with the afflicted people switching to Postum and Mister Coffee Nerves fleeing until the next cartoon. The company sponsored the radio shows '' Lum and Abner'', '' Beulah'' and '' The Aldrich Family'', and the radio version of '' Father Knows Best''. Postum was popular with members of

the Church of Jesus Christ of Latter-day Saints The Church of Jesus Christ of Latter-day Saints, informally known as the LDS Church or Mormon Church, is a Nontrinitarianism, nontrinitarian Christianity, Christian church that considers itself to be the Restorationism, restoration of the ...

and part of

Mormon culture #REDIRECT Culture of the Church of Jesus Christ of Latter-day Saints #REDIRECT Culture of the Church of Jesus Christ of Latter-day Saints #REDIRECT Culture of the Church of Jesus Christ of Latter-day Saints {{R from other capitalisation ... {{R fro ...

for many years because Mormons abstain from coffee. It was also popular with those following religious dietary restrictions of

Seventh-day Adventists The Seventh-day Adventist Church is an Adventism, Adventist Protestantism, Protestant Christian denomination which is distinguished by its observance of Saturday, the Names of the days of the week#Numbered days of the week, seventh day of the ...

. The U.S. government used Postum as a code name for polonium, used in the Urchin-style nuclear weapon initiators. Kraft discontinued production of Postum in 2007. In May 2012, Kraft sold the Postum trademark and trade secret to Eliza's Quest Food, with Postum sold through the Postum.com website. As of January 2013, Eliza's Quest Food succeeded in returning Postum to many grocery stores across the United States and Canada.

Gallery

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References

External links

*
A biography of C.W. (Charles William) Post

Vintage Postum radio advertisements
{{Authority control Products introduced in 1895 Drink brands Coffee substitutes Post Consumer Brands brands Utah cuisine Hot drinks

History

Gallery

See also

References

Further reading

External links