An American breakfast-cereal brand with roots in C. W. Post's 1895 cereal business.
Last updated November 4, 2026
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Overview
Post is an American breakfast-food brand whose origins trace to C. W. Post's establishment of the Postum Cereal Company in Battle Creek, Michigan, in 1895. The business initially built its reputation around grain-based beverages and cereal products before becoming one of the major names in the U.S. packaged-breakfast market. Its early portfolio included Postum, Grape-Nuts, and later Post Toasties, helping establish cereal as a convenient household breakfast rather than a niche health product. Over time, the Post name became associated with a broad range of shelf-stable grain foods. Grape-Nuts remains one of the brand's most distinctive legacy products, while Post's mainstream cereal portfolio has included flaked, puffed, shredded, sweetened, and granola-style cereals. Products sold under the broader Post cereal portfolio have included Honey Bunches of Oats, Honeycomb, Pebbles cereals, Fruity Pebbles, Cocoa Pebbles, Raisin Bran, Great Grains, Shredded Wheat, Post Toasties, and Waffle Crisp. Some of these products are marketed as individual brands or licensed properties, but they have historically been manufactured and distributed within the Post cereal business. The business changed ownership several times during the consolidation of the packaged-food industry. Postum was acquired by General Foods in 1929, and the cereal operations subsequently became part of Kraft Foods and later Kraft's North American grocery business. Ralcorp acquired the Post cereals business from Kraft Foods in 2008. Post Holdings was separated from Ralcorp as an independent public company in 2012, and the cereal operations became part of Post Foods. The business expanded through acquisitions and portfolio development, including the purchase of MOM Brands in 2015, which added products such as Malt-O-Meal, Shredded Wheat, and other cereal lines. In 2021, Post Holdings combined its Post Consumer Brands cereal operations with the private-label cereal and granola business of Hearthside Food Solutions. The resulting Post Consumer Brands organization brought branded and private-label breakfast products together under one operating company. The Post name therefore functions today primarily as a consumer-facing cereal brand within a larger portfolio, rather than as a standalone public company. Post's positioning spans value, familiarity, family breakfast, convenience, and nutrition-oriented grain foods. Its products are sold mainly through grocery, mass retail, club, and e-commerce channels in North America. The brand's long history gives it a strong heritage association, while newer product development has focused on flavor variety, family-oriented formats, portion convenience, and extensions of established cereal franchises. Because individual products are managed within the wider Post Consumer Brands portfolio, the exact assortment, ownership of licensed properties, and market availability can vary by country and by retail channel.
History
The Post cereal story began in Battle Creek, Michigan, during the late nineteenth-century growth of the American health-food and cereal industries. C. W. Post founded the Postum Cereal Company in 1895. Its early success came from Postum, a roasted grain beverage promoted as an alternative to coffee, and from Grape-Nuts, introduced in 1897. The company used national advertising and direct consumer marketing to make packaged grain products familiar to American households. The business expanded into ready-to-eat cereal. Post Toasties, introduced in the early twentieth century, became an important mass-market product and helped the company compete in the rapidly developing American corn-flake category. Advertising, branded packaging, and a growing national distribution system allowed Post to become one of the leading names in packaged breakfast foods. The company also developed products based on shredded wheat and other processed grains. In 1929, the Postum Cereal Company was acquired by General Foods. Under General Foods, the Post cereal operations became part of a much larger packaged-food organization. The Post name continued to be used for cereal products while the corporate ownership of the business changed as the American food industry consolidated. General Foods later became part of Kraft through a series of corporate transactions, placing Post within Kraft's North American grocery portfolio. Kraft sold the Post cereals business to Ralcorp in 2008. The transaction separated the cereal operation from Kraft's other grocery brands and placed it within a company that was also active in private-label and branded foods. In 2012, Post Holdings was spun off from Ralcorp as an independent public company. The Post cereal business became the core of the new company's consumer-brands activities, and the Post Foods name was used for the operating business. Post Holdings subsequently pursued an acquisition-led expansion strategy. In 2015, it acquired MOM Brands, adding products associated with Malt-O-Meal and expanding its presence across value-oriented cereal categories. This enlarged portfolio included both legacy brands and products targeted at families seeking affordable shelf-stable breakfast foods. Post also continued to manage major branded cereal franchises, including Honey Bunches of Oats, Grape-Nuts, Honeycomb, Pebbles cereals, Raisin Bran, Great Grains, and Shredded Wheat. A further structural change occurred in 2021, when Post Holdings combined Post Consumer Brands with the private-label cereal and granola business of Hearthside Food Solutions. The combination created a broader consumer-brands organization serving both branded and retailer-label markets. The resulting Post Consumer Brands business operates as a subsidiary of Post Holdings and manages the Post brand alongside other cereal, granola, and breakfast-food lines. Today, Post is best understood as a heritage consumer brand within Post Consumer Brands rather than as a separate listed corporation. Its identity rests on more than a century of cereal manufacturing and marketing, a mixture of enduring products and newer extensions, and distribution through mainstream North American grocery and mass-retail channels. The brand competes in a market shaped by household familiarity, price, nutrition claims, flavor innovation, convenience, and the continued strength of legacy cereal franchises.
- 2021
Post Consumer Brands expanded through combination with Hearthside's cereal business
[2]Post Holdings combined its consumer-brands cereal operations with Hearthside Food Solutions' private-label cereal and granola business.
- 2015
MOM Brands acquired
[3]The acquisition expanded the company's cereal portfolio and added Malt-O-Meal-related products.
- 2012
Post Holdings spun off
[1]Post Holdings became an independent public company after being separated from Ralcorp.
- 2008
Post cereals acquired by Ralcorp
[1]Ralcorp purchased the Post cereals business from Kraft Foods.
- 1929
Acquisition by General Foods
[1]The Postum Cereal Company joined General Foods.
- 1897
Grape-Nuts introduced
[4]Grape-Nuts became one of the company's enduring grain-based cereal products.
- 1895
Postum Cereal Company founded
[1]C. W. Post established the company that became the historical foundation of the Post cereal business.
Products and positioning
A heritage American breakfast-cereal brand combining mass-market family cereals with longstanding grain and nutrition-oriented products.
Ready-to-eat cereal · 1897
Grape-Nuts
A dense, crunchy cereal made from baked whole-grain wheat and malted barley. Introduced in the late nineteenth century, Grape-Nuts is one of Post's oldest surviving products and is associated with a distinctive toasted flavor, compact texture, and heritage positioning.
Ready-to-eat cereal · 1989
Honey Bunches of Oats
A family-oriented cereal combining flakes with clusters made from oats and other grains. The line is positioned around a sweet, crunchy texture and has been sold in multiple flavor variations and package formats.
Sweetened ready-to-eat cereal · 1971
Pebbles cereals
A group of brightly colored, sweetened rice cereals marketed through the Fruity Pebbles and Cocoa Pebbles names. The products use licensed cartoon characters and family-oriented branding, making them a major part of Post's children and household cereal portfolio.
Sweetened ready-to-eat cereal · 1965
Honeycomb
A honey-flavored cereal recognized for its porous, honeycomb-shaped pieces. It is a longstanding Post family cereal and has been marketed through playful packaging and youth-oriented advertising.
Bran cereal
Raisin Bran
A bran-flake cereal containing raisins and marketed around whole-grain and fiber attributes. The product belongs to a mature breakfast category in which Post competes with other large cereal manufacturers.
Whole-grain cereal
Great Grains
A line of grain-based cereals featuring combinations of flakes, nuts, fruit, and other textured ingredients. It is positioned toward consumers seeking a more substantial or nutrition-oriented alternative to highly sweetened cereals.
Whole-grain cereal
Shredded Wheat
A shredded whole-wheat cereal sold in traditional biscuit and related formats. The product is associated with simple ingredients, high grain content, and a long-running heritage in the packaged breakfast market.
Corn-flake cereal
Post Toasties
A classic corn-flake cereal that helped establish Post as a major ready-to-eat breakfast brand. It represents the company's early mass-market cereal heritage and remains one of the best-known historical names in the Post portfolio.
Brand decisions
2021
Combination with Hearthside's private-label cereal businessM&ABackground
Post Holdings sought scale across branded and retailer-label cereal and granola categories.
Action taken
Post Consumer Brands combined with Hearthside Food Solutions' private-label cereal and granola business.
Aftermath
The combined organization broadened Post Consumer Brands' manufacturing and commercial scope beyond the legacy Post-branded cereal portfolio.
2015
Acquisition of MOM BrandsM&ABackground
Post Holdings sought to broaden its cereal portfolio and strengthen its position across branded and value-oriented breakfast products.
Action taken
Post Holdings acquired MOM Brands.
Aftermath
The transaction added Malt-O-Meal-related products and expanded Post's manufacturing and brand portfolio.
2012
Creation of Post Holdings as an independent companyStrategyBackground
Ralcorp separated its Post cereals business through a public-company spin-off.
Action taken
Post Holdings was established as an independent publicly traded company, with the cereal business as its central consumer operation.
Aftermath
The Post brand operated within a dedicated public-company platform that later expanded through acquisitions.
2008
Sale of Post cereals to RalcorpM&ABackground
Kraft Foods divested the Post cereals business during a period of consolidation and portfolio reshaping in the packaged-food sector.
Action taken
Ralcorp acquired the Post cereals operations and brands.
Aftermath
The cereal business became the foundation for the later Post Holdings public-company structure.
Recent events
Reported
USPTO issues a patent for Futuri's POST technology[5]
The U.S. Patent and Trademark Office issued a U.S. patent for POST, which Futuri said covers methods for automatically capturing, parsing, and publishing on-demand audio and video content.
Reported
Futuri announces a major POST update[5]
Futuri announced a major update to its POST podcasting system, including a new in-app audio editor, customizable widgets, and improved ad insertion capabilities.
Sources5 sources
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