It was C. W. Post (October 26, 1854 – May 9, 1914), the founder of Post Cereals, who first clearly comprehended that convenience and flavor were more forceful and more widely appreciated advantages.
In 1891, Post was a patient in the Kellogg brother’s sanitarium in Battle Creek, and it was here that he was first introduced to breakfast cereal. Post tried to purchase a partnership in Kellogg organization, but his offer was refused.
Post incorporated the Postum Cereal Company in 1896 to manufacture and sell his grain-based coffee substitute. The coffee substitute so successful he was spending $1 million annually advertising it.
With a major success under way, Post experimenting with other products. In January 1898 he started marketing Grape Nuts, made from wheat and malted barley, which served to sweeten the cereal.
C. W Post died in 1914, his daughter, Marjorie Merriweather Post, inherited her father’s estate and continue to build the company.
In 1929, the company was acquired by the General Foods Company owned by Clarence Birdseye.
Charles William Post and Post Cereal Company
