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MOM Brands
Company typeSubsidiary
IndustryCereal
Founded1919; 105 years ago (1919)
FounderJohn S. Campbell
Defunct2015; 9 years ago (2015)
FatePurchased by Post Holdings; remaining as a subsidiary
SuccessorPost holdings
Headquarters
Lakeville, Minnesota
,
USA[1]
Key people
Chris Neugent
Chairman & CEO[2]
John A. Gappa
CFO
Gene Pagel
CIO
Jesse Garcia
CSO
ProductsHot and cold cereals
RevenueUS$750 million[3]
Number of employees
1,400[4]
ParentPost Holdings
(2015–present)
WebsitePostConsumerBrands.com

MOM Brands Company (formerly Malt-O-Meal Company and Campbell Cereal Company) was an American producer of breakfast cereals, headquartered in Northfield, Minnesota. It markets its products in at least 70% of the country's grocery stores, with estimated sales in 2012 of US$750 million.[3] It operates four manufacturing plants, in Northfield, Minnesota; Tremonton, Utah; Asheboro, North Carolina; and St. Ansgar, Iowa. The company has distribution centers in Grove City, Ohio; Coppell, Texas; and Salt Lake City, Utah.

MOM Brands produces both hot and cold cereals. As of 2012, cold cereals manufactured by MOM Brands accounts for over 75% of its total sales. Most of its cold cereals are similar to cereal brands produced by its competitors, Kellogg's, Quaker Oats Company, and General Mills.[5] Even so, between 2001 and 2012, Malt-O-Meal more than tripled its market share during a very challenging time for the breakfast cereal category. It was the fastest growing cereal company in America.[6][7][8][9]

MOM Brands was bought by Post Holdings in 2015.[10] After the acquisition was finalized, Post Holdings moved its cereal headquarters office from New Jersey to the MOM Brands offices in Lakeville, Minnesota. The business was renamed Post Consumer Brands, and the MOM Brands CEO, Chris Neugent, and his senior leadership team were put in charge of the new combined enterprise.[11]

History

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Malt-O-Meal with coffee

The company was founded in 1919 as the Campbell Cereal Company by John Campbell, a miller in Owatonna, Minnesota. He invented a combination of farina wheat and malted barley[12][13] hot breakfast cereal he called Malt-O-Meal. Campbell intended to compete with Cream of Wheat.

In 1927, the company moved production of its cereal to the Ames Mill in Northfield, Minnesota. Nine years later, corporate headquarters were moved to Minneapolis, Minnesota, and in 1953, it was renamed the Malt-O-Meal Company.

Attempts in the 1940s to market Campbell's Corn Flakes, and in the 1960s to sell State Fair brand Puffed Wheat and Puffed Rice, were abandoned in the face of competition.[14]

In 1998 Malt-O-Meal began construction of a 225,000-square-foot (20,900 m2) $100,000,000 cereal production facility in Tremonton, Utah. In early 2001, construction was stopped and the plant was mothballed because the company had a significant decline in sales and profits. At that time, the company also had to implement layoffs to reduce costs. Later in 2001, the building and site were put up for sale for $10 million. in 2002, Malt-O-Meal began a dramatic turnaround in sales and profits. Because of the much improved results, the site was taken off the market, construction was resumed, and the Malt-Meal Tremonton plant began production in 2004.[15][16]

In 2002, Malt-O-Meal acquired the bagged cereal business from the Quaker Oats Company.[17]

In 2007, Malt-O-Meal took part in the "reverse product placement" marketing campaign for The Simpsons Movie and packaged one of their cereals, Tootie Frooties,[18] as "Krusty-O's". The cereal was sold in 7-Eleven stores across America along with other The Simpsons Movie related products.[19]

In 2007, Malt-O-Meal began construction on their new manufacturing facility in Asheboro, North Carolina. The building, formerly occupied by Unilever Best Foods, became the fourth manufacturing facility for Malt-O-Meal. Operations at the plant began in late 2008.[20]

In December 2009, Malt-O-Meal acquired the Farina brand of hot cereal from U.S. Mills. Farina was started by Pillsbury in 1898.

On February 21, 2012, the Malt-O-Meal Company re-branded as MOM Brands—the new name is intended to reflect the company's wider product range, while still acknowledging its flagship product through the use of its abbreviation. At the same time, it also announced that it had surpassed Post to become the third largest producer of cereals in the United States.[5]

MOM Brands purchased the CoCo Wheats brand from Denny and Kim Fuller on June 30, 2012, while the rest of the company assets except the factory building were sold to Gilster-Mary Lee, a major competitor. The Fullers had become the fourth generation to own and operate Little Crow in 1983.[21]

In 2013 MOM Brands introduced Mom's Best Naturals cereal and gained significant shelf space in retailers. This was a part of its success which helped it surpass Post cereal in total market share of cereal sales. After Post bought MOM brands it kept the MOM's best brand and it is still a part of its portfolio.[22]

On January 27, 2015, Post Holdings announced that it was purchasing MOM Brands for $1.15 billion ($1.05 billion cash and 2.5 million shares of Post Holdings stock).[23] The sale was completed on May 4, 2015.[10] Production of cold cereal continued in the Northfield plant.[1] As of January 2024, Post is continuing the Malt-O-Meal brand.[24]

Hot cereals

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  • Malt-O-Meal
  • Chocolate Malt-O-Meal
  • Oat Fit
  • Coco Wheats
  • Maple & Brown Sugar Malt-O-Meal
  • Creamy Hot Wheat Malt-O-Meal

Cold cereals

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  • Apple Zings
  • Berry Colossal Crunch
  • Blueberry Muffin Tops
  • Cinnamon Toasters
  • Chocolate Marshmallow Mateys
  • Chocolatey Chip Cookie Bites
  • Cocoa Dyno-Bites
  • Coco Roos
  • Colossal Crunch
  • Cookies and Cream
  • Corn Bursts
  • Corn Flakes
  • Crispy Rice
  • Frosted Mini-Spooners
  • Frosted Flakes
  • Fruity Dyno-Bites
  • Fruity Stars
  • Golden Puffs
  • Cinnamon Golden Puffs
  • Honey and Oat Blenders
  • Honey Buzzers
  • Honey Graham Squares
  • Honey Nut Scooters
  • Marshmallow Mateys
  • Peanut Butter Cups
  • Peanut Butter Colossal Crunch
  • Puffed Rice
  • Puffed Wheat
  • Raisin Bran
  • Scooters
  • S'Mores Cereal
  • Tootie Fruities

Other brands

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As listed on Malt-O-Meal's site.[25] Most are available regionally or through specific chains. All listed mention their use of natural ingredients, reduced packaging, and/or renewable energy

  • Sally's Cereals (hot and cold varieties sold in Canada Safeway, Wal-mart and Superstores stores)
  • Three Sisters cereal (hot and cold varieties, sold only at Whole Foods stores)
  • Mom's Best Naturals (hot and cold varieties)
  • Bear River Valley (cold varieties only)
  • I Love Oats (hot varieties only)
  • Better Oats (hot varieties only) (most sub-brands available in multiple flavors[26])
    • Oat Revolution
    • Oat Revolution Thick & Hearty
    • Abundance
    • Good 'N Hearty
    • Lavish
    • mmm... Muffins
    • Oat Fit
    • Oat Heads
    • Raw Pure & Simple
    • Mom's Best Naturals
  • Hearty Traditions (hot varieties only)

See also

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References

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  1. ^ a b Ramstad, Evan (May 15, 2015). "Post to move cereal headquarters to Lakeville after Malt-O-Meal deal". Star Tribune. Retrieved February 8, 2017.
  2. ^ Neugent, Chris (8 October 2011). "Always a Cook". The New York Times.
  3. ^ a b "Bagged cereal is booming at Malt-O-Meal". Star Tribune.
  4. ^ Hoovers, Inc. Malt-O-Meal Fact Sheet (Retrieved 20 November 2009)
  5. ^ a b "Malt-O-Meal renaming itself MOM Brands". StarTribune. Retrieved 23 February 2012.
  6. ^ "Chris Neugent, Post Consumer Brands President & CEO, Appointed to Welch's Board of Directors". www.businesswire.com. 2016-02-03. Retrieved 2024-04-10.
  7. ^ Gutman, Brandon. "Cereal Manufacturer, Malt-O-Meal, Goes Out of the Box to Avoid Getting Stale". Forbes. Retrieved 2024-02-19.
  8. ^ Tribune, Mike Hughlett Star (13 June 2012). "Bagged cereal is booming at Malt-O-Meal". Star Tribune. Retrieved 2024-02-19.
  9. ^ Hughlett, Mike (2012-06-24). "Bagged knockoff cereals taking bites out of name brands' revenue". Los Angeles Times. Retrieved 2024-04-10.
  10. ^ a b "Post Holdings completes acquisition of MOM Brands". GlobeNewswire. May 4, 2015. Archived from the original on 2017-02-11. Retrieved February 8, 2017.
  11. ^ Tribune, Evan Ramstad Star (16 May 2015). "Post to move cereal headquarters to Lakeville after Malt-O-Meal deal". Star Tribune. Retrieved 2024-02-19.
  12. ^ "Malt-O-Meal Hot Cereal: A Warm & Hearty Breakfast Option".
  13. ^ "Unwrapped : Cereal Aisle (Food Network)". Archived from the original on 2008-07-05. Retrieved 2008-07-04." (06/30/2008 9:00PM) Episode: CW1708 Food Network
  14. ^ Salamie, David; Peippo, Kathleen (2007-12-06). "Malt-O-Meal Company". International Directory of Company Histories, Volume 63 (1992). Retrieved 2007-12-06.
  15. ^ "Malt-O-Meal Breakfast Cereal - Food Processing Technology". www.foodprocessing-technology.com. Retrieved 2024-02-19.
  16. ^ "Malt-O-Meal elects Neugent to new post". Southernminn.com. 2004-03-10. Retrieved 2024-04-10.
  17. ^ Andrew Tellijohn (December 4, 2002). "Malt-O-Meal acquires Quaker bagged cereal". Minneapolis/St. Paul Business Journal.
  18. ^ "Krusty-O's cereal won't be available in Minnesota". kare11.com. Associated Press. July 6, 2007. Archived from the original on January 27, 2013. Retrieved 2007-12-06.
  19. ^ "7-Eleven Becomes Kwik-E-Mart for 'Simpsons Movie' Promotion". Fox News. Associated Press. July 1, 2007. Archived from the original on 2007-07-04. Retrieved 2007-12-06.
  20. ^ "Malt-O-Meal® Breaks Ground on New Production Facility". Malt-O-Meal. Archived from the original on January 4, 2014. Retrieved June 25, 2007.
  21. ^ "Little Crow Sale Brings 'Mixed Emotions'". Inside Indiana Business With Gerry Dick. Archived from the original on January 26, 2013. Retrieved December 22, 2012.
  22. ^ "Mom Brands". www.thedieline.com. May 2013. Retrieved 2024-04-10.
  23. ^ "Post Holdings to pay $1.15B for Malt-O-Meal cereal maker". Yahoo! Finance. Associated Press. Archived from the original on 2015-01-31. Retrieved January 27, 2015.
  24. ^ "Malt-O-Meal cereal". Post Consumer Brands. Retrieved January 14, 2024.
  25. ^ "Visit other Malt-O-Meal sites". Malt-O-Meal. October 24, 2010. Archived from the original on October 27, 2010. Retrieved 2010-10-24.
  26. ^ "Better Oats – Brands sites". Better Oats. October 24, 2010. Archived from the original on October 17, 2010. Retrieved 2010-10-24.
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