Postum

by Eliza's Quest Foods

1895 – 2007 IT CAME BACK

Back — Kraft blamed a long slide in demand, and within weeks jars that had cost $3.50 were fetching $8.50 online. Two North Carolina schoolteachers bought the trademark and the recipe and brought Postum back in 2012 under their own company, Eliza's Quest Foods, which still sells it online and in grocery stores.

C.W. Post left the Battle Creek sanitarium and started roasting wheat, bran and molasses in a barn on his own farm, selling the result to households that wanted the morning ritual without the caffeine. Kraft's last batch came off the line in the fall of 2007.

🧾 One more thingPost built the business by frightening people away from coffee, running advertisements that diagnosed "coffee heart" and "coffee neuralgia" and signed off with "There's a Reason." By 1897 he was spending $20,000 a month on them.

Filed under: Drinks & Sodas · the ’70s & earlier

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