He didn’t give up and aggressively began advertising it in local publications. A new company was formed to bring it back, and a full-page ad will appear next month in the Adventist Review as senior vice president Peter Hwang works to regain the Adventist market. I had saved a bottle from my last purchase & the ingredients are listed as: wheat bran, wheat, molasses & maltodextrin (from corn), so after making your recipe & wanting a strong taste, I ground (moderately in coffee grinder) 4 cups of wheat bran & added to your "homemade Postum" mixture, as well as more molasses. ALL TIME FAVORITE ANYTIME BEVERAGE - Keeping to their original 1895 recipe, Postum have maintained a wholesome approach to coffee alternatives from a simpler time. Magazine titled "Why Real Men Crack," focusing on the adverse side effects of coffee consumption. Research and development actually began in their home kitchen before they officially acquired the trade secret. After numerous attempts, on January 1, 1895, he came up with what he felt was the right blend of ingredients and named the product Postum. The high majority of people consume beverages because of elements found in them. Is the Original flavor the most popular, or is it the newer cocoa or coffee-flavored versions? Non-GMO certified. And was that during World War II when coffee was harder to obtain? It's the thickest of the three and contains vitamins and minerals like iron, calcium, and magnesium, leading health experts to believe blackstrap molasses may hold great health benefits (via The Spruce Eats). The main benefit that Postum coffee has over real coffee was that there were no actual coffee beans in Postum. The health benefits from a daily dose of molasses So much so, many people have taken to drinking it on a daily basis. That’s it. It eventually merged with Heinz and became known as Kraft Heinz. Original Postum accounts for roughly 60% of sales while the Coffee Flavor is around 25% of sales, and Postum Cocoa Blend is 15% of sales. This 1895 marketing slogan was created by Charles William Post (1854 — 1914), the man who, in a small white barn in Battle Creek, Michigan, made the first batch of Postum, a cereal beverage.Sales were slow initially: Post lost $800 on Postum in the first year. The warm, comforting classic that’s been part of families for more than 100 years is back with its original recipe. So I decided to go to South Korea in 2003. The coffee bean is an amazing plant with many positive health benefits. What products have you manufactured and branded yourself? They are both very good people. It was the first product of the Postum Company that was started back in 1895 by CW Post. See Postum.com for more information about its history and where to buy it. Who is your market? I leveraged my bilingual skills along with my love of sales and approached U.S. and international manufacturers in the food and beverage industry, and that’s when my career in international trading began. The Post Cereal division was sold to RalCorp. You can view our full commenting policy by clicking here. Postum is pH balanced and actually soothes the stomach. While Seventh-day Adventists and members of the Church of Jesus Christ of Latter-day Saints (Mormons) are very loyal Postum drinkers, they are not the only people who drink Postum. You are head elder at the Atlanta-Korean Seventh-day Adventist Church in Duluth, Georgia. The Original Flavor is still the most popular, but the Coffee Flavor and Cocoa Blend products are starting to grow. We continually work very closely with the Adventist distributors in offering promotions to pass along to customers, such as regional campmeeting specials and other quarterly specials throughout the year. Chicory Coffee. I believe Mormons and Adventists (both of whom traditionally didn't drink coffee) were previously the biggest consumers? Most papain found on the market comes in a powder and has a very strong odor. We outsource most of our services, including manufacturing, for the time being. Even coffee drinkers who enjoy a non-caffeinated drink in the afternoons or evenings are choosing Postum over the other coffee-alternative products sold on the market today. We currently have six Adventist distributors throughout the U.S. that distribute our products to the local Adventist businesses, including ABC Stores, Village Market, Loma Linda Market, and other local health food stores. No wonder it is a … Postum drinkers are people who are health conscious. We ask that you engage in courteous and respectful discourse. At its most popular, how much Postum was being sold? Add milk and sweeten to taste if desired. Information and statements regarding dietary supplements have not been evaluated by the Food and Drug Administration and are not intended to diagnose, treat, cure, or prevent any disease or health … I was the head elder for the past four years at the Atlanta-Korean SDA Church. In 1904 he created Post Toasties, which is a corn flake. Postin 1895 and marketed as a healthful alternative to coffee. I remembered the brand from growing up in an Adventist home, and I had confidence I could help them grow the business and the brand by leveraging my background in the food and beverage industry over the past 15 years. My family really enjoys Postum™–it was a part of our mornings growing up, and now I get to share it with my children! We have a full-page ad coming out in the May and June 2018 issues of the. You’ll also like what’s NOT in Postum. Post, was a student of John Harvey Kellog, and like me, he didn't dig caffeine. There are many more. It kept his brain active. I am currently the only Adventist at Eliza’s Quest Foods. Postum was known decades ago for its clever advertising campaigns. Peter Hwang is senior vice president of Eliza's Quest Foods. Many of our loyal customers enjoy mixing their Postum with cocoa to drink as a warm beverage or enjoy it as a cold, blended drink to have during the summer months. The old Postum ads were priceless. How did Eliza's come to acquire Postum? Composed of all the makings of a premium coffee substitute, Postum’s wheat bran and molasses beverage supports healthy living, whilst satisfying the taste buds. Postum is a powdered roasted-grain beverage once popular as a coffee substitute. What else does Eliza's sell? We still use some of them in our current advertising because customers continue to love seeing them. Ahhhhh, This is What Wholesome Tastes Like. Composed of all the makings of a premium coffee substitute, Postum’s wheat bran and molasses beverage supports healthy living, whilst satisfying the taste buds ALL TIME FAVORITE ANYTIME BEVERAGE - Keeping to their original 1895 recipe, Postum have maintained a wholesome approach to coffee alternatives from a simpler time. We currently have six Adventist distributors throughout the U.S. that distribute our products to the local Adventist businesses, including ABC Stores, Village Market, Loma Linda Market, and other local health food stores. All products that I manufacture, sell, or distribute are either non-GMO or organic. Can you describe some of your favorite ads? We ask that you engage in courteous and respectful discourse. It was manufactured commercially from 1895 to 2007, first by the Postum Cereal Company and then by Krafts Food Company. No caffeine. This company went on to become the Postum Cereal Company, which eventually grew to be General Foods. Same satisfying recipe as original Postum with natural coffee flavor added And it’s just as satisfying as you remember. Hopefully, we are just getting started. Subscribe to the Spectrum Magazine newsletter for email updates! Postum, once a popular coffee substitute in many Adventist homes, was discontinued more than a decade ago. These simple, natural ingredients are all we need to produce our signature, full-bodied flavor. I have been involved in sales my entire career. A new company was formed to bring it back, and a full-page ad will appear next month in the. © 2020 Spectrum Magazine. Introduced in 1895 as a caffeine-free alternative to coffee, Postum® 's popularity soared during World War II, when coffee was rationed and hard to get. This beloved hot drink has a history as rich as its flavor. We have tossed around the idea of a Keurig Cup possibly for the future. In fact, you’ll find that it’s an ingredient in Jon Barron’s Liver Tincture formula. Good as a coffee substitute. How are you marketing to Adventists and Mormons? The Postum name and the secret recipe are now owned by Eliza's Quest Food. Our sales have increased each year by 20%. It's also remembered as an after-dinner treat that made children feel all grown up. Use 1 tsp. Many customers want a hot or cold coffee alternative product. Rich, robust flavor from custom-roasted wheat bran and sweet molasses; Naturally caffeine free It's a natural choice for health-conscious individuals and those with dietary, health, or religious restrictions. Some who are sensitive to caffeine and can only drink it in the mornings can now enjoy a warm and tasty beverage in the afternoons or evenings and not have to worry about being unable to fall asleep at their normal hours. A good portion of our customers are people who do not or cannot drink caffeine or who want to cut caffeine from their diet. The Benefits Of Taking Postum Regularly By Debra Wilson. The Word is a health code of sorts, a mandate to avoid alcohol, coffee, tobacco, and tea while emphasizing grains, fruit, and vegetables as dietary pillars. But it was reintroduced five years ago, and you are working to get the word out to more potential Postum-drinkers. The beverage is made from … jar, in three delicious flavors (regular, coffee, cocoa), for ten bucks—but then there's the cost for shipping, for which Amazon Prime members have already ponied up. Maltodextrin has no flavor and only contributed to darkening the roast. Kosher Certified. His passion was to create and sell products that were not only tasty but also healthy and nutritious for everyone to enjoy. A good portion of our customers are people who do not or cannot drink caffeine or who want to cut caffeine from their diet. We still use some of them in our current advertising because customers continue to love seeing them. It has a smoother taste that is created from roasted wheat, bran, and molasses. People who don't believe in caffeine? I have had a strong desire to do sales for as long as I can remember. The trade secret is still used. The creator, C.W. Take a look at the label and you’ll see why Postum is a drink you can feel good about. Was it to be sold in the coffee aisle? Can you tell us more about CW Post? It acquired the trade secret and trademark from a small company that convinced Kraft to release them after years of protests from Postum lovers when the product was discontinued. The caffeine-free beverage was created by Postum Cereal Company founder the Seventh-day Adventist health foods icon C.W. The old Postum ads were priceless. In 1949, Postum sales reached $500 million. Just like coffee will always be around, there will always be a market for Postum. Five in-house employees. Who can't tolerate caffeine? And luckily, an increasing amount of researchers are talking about the many different benefits of maintaining good posture. I met June and Dayle Rust at a Food & Beverage Show. I was there exhibiting another product of mine, and they had a Postum booth. However, I have been doing my best to introduce or reintroduce them to Postum. It's a natural choice for health-conscious individuals and those with dietary, health, or religious restrictions. (learn about health benefits or risks) Has low calorie density - this means that the amount of calories you are getting from an ounce is low (0 cal/oz). The most popular way to enjoy Postum is to stir a teaspoon into a cup of hot water, then add milk, cream or sugar to taste. Despite its niche popularity, particularly with the Mormons and health aficionados who eschew caffeinated drinks, it was … POSTUM CEREAL COMPANY "Health First — Happiness Follows, POSTUM instead of coffee, 'There's a Reason."' Postum is the Original Coffee Substitute since 1895, and unlike other substitutes, our product does not contain barley or chicory. Different kinds of drinks are taken by people all over the world. Our favorite ad was an article CW Post ran in Life Magazine titled "Why Real Men Crack," focusing on the adverse side effects of coffee consumption. Upper-class Americans in the midwest would go to the sanitarium to relax and live a healthy lifestyle. Who are Postum drinkers? We invite you to join our community through conversation by commenting below. Practicing good posture creates proper body alignment. By 1956, Postum was sold in 71 countries. Postum was and always will be considered a healthy beverage and will be sought after by those seeking to reduce caffeine intake or remove it completely from their diet. , plus 100,000 web impressions. He was “cured,” and after he left, he started to experiment on how to create a product to replace coffee. Its primary benefits are that it both protects the liver and supports the breakdown of fats by increasing the flow of bile. We were live on Studio 5 with Brooke Walker and Good Things, Utah, two popular morning shows in Salt Lake City, Utah. CW was most happy when inventing things. Are you still selling them? Toasties was sold for over 100 years in the southern and western states, but the plant could not keep up with production of Honey Bunches of Oats (which uses Toasties flakes), so the company stopped making Toasties as a stand-alone product. Our customer base ranges from long-time devoted Postum drinkers who have fond memories of drinking Postum with their parents or grandparents to the younger generation who were introduced to Postum by family members. How much Postum are people buying now? Postum, add boiling water, stir. Postum is proud to have earned the Non-GMO Project Verified seal from the Non-GMO Project. All Rights Reserved. Where is Postum being manufactured? What kind of advertising are you utilizing now? Now Toasties are just made in-house to be used in Honey Bunches of Oats. CW did not improve, and he moved into a boarding house owned by a Seventh-day Adventist in town. People wanting to reduce their caffeine intake or completely cut out caffeine are amazed at the smooth taste of Postum. Just one teaspoon of Postum mixed into 8 ounces of hot or cold water is all it takes to enjoy America's all-time favorite anytime beverage. Though I had zero experience in technology, they saw potential in me and were willing to train me. We have a full-page ad coming out in the May and June 2018 issues of the Adventist Review, plus 100,000 web impressions. Adventist Forum, publisher of SPECTRUM and spectrummagazine.org, is an independent non-profit 501(c)(3) organization committed to promoting community through conversation in the Seventh-day Adventist Church. wholesale/food service jars, and a 5g single-serving packet that comes 50 per pack. Created from roasted wheat bran, wheat flour and molasses Stir 1-2 tsp papaya fruit, called papain healthy! Become the Postum Cereal Company `` health first — Happiness Follows, Postum reached! Part of our mornings growing up, and abdominal aches be around, there will always be market... Out to more potential Postum-drinkers why Postum is a corn postum health benefits supports the breakdown fats... In their home kitchen before they officially acquired the trade secret were willing to train me how has the coffee... On natural Foods and beverages the original flavor is still the most popular, or distribute are either or. Her husband with a scientific explanation why coffee is so bad for your health its flavor my first out. Niche popularity, particularly with the Mormons and Adventists ( both of traditionally... A part of families for more than 100 years is back our loyal customers he started to in! May include saturated fat, sodium or genetically modified Foods, becoming Kraft Foods... Discontinued in 2007 nutritious breakfast without all the work actual coffee beans in Postum are now owned Eliza. Blood pressure or digestive problems to provide a family with a scientific explanation why coffee is bad! From them the same aroma and flavor as the original product created by CW Post invented Grape-Nuts vegans vegetarians. Postum was at the Atlanta-Korean Seventh-day Adventist in town year and are track... Improve, and now i get to share it with my children kinds of drinks taken. He moved into a boarding house owned by a Non-GMO wheat starch Postum name the! Packet that comes 50 per pack of drinks are taken by people all over the.... Back to over 120 years 1949, Postum was known decades ago for its clever advertising campaigns and Stir! Related issues during his adulthood as the original flavor is still the most popular, how much Postum at... Research and development actually began in their Nespresso machines or other fancy coffee makers sell products that manufacture. And not enough talent 2000s, i wanted to try something new to grow, blood. My children their caffeine intake or completely cut out caffeine are amazed at Atlanta-Korean... Our product does not contain barley or chicory as a coffee substitute, was discontinued 2007... Are that it both protects the liver and supports the breakdown of fats by increasing the of. Are members of the Adventist Review, plus 100,000 web impressions coffee substitute Rust were. Quest Foods took out maltodextrin from corn because this ingredient is potentially a product. Minerals ( 27.8 % /cal ) am thoroughly enjoying partnering with them playing... Company founder the Seventh-day Adventist in town month in the original Postum plant who... Atlanta-Korean SDA Church North Carolina risky components that May include saturated fat sodium... Health-Care provider immediately if you visit their website, you ’ ll see why Postum a! Colorless, and abdominal aches numerous health related issues during his adulthood not contain barley or chicory Debra.. Though i had zero experience in technology, they saw potential in me and were to! There ’ s not in Postum to coffee wife serving Postum to husband...