MOM Brands
TypeSubsidiary
IndustryCereal
Founded1919 (1919)
FounderJohn S. Campbell
Defunct2015 (2015)
FatePurchased by Post Holdings
Headquarters
Lakeville, Minnesota
,
USA[1]
Key people
Chris Neugent
CEO
John A. Gappa
CFO
Gene Pagel
CIO
ProductsHot and cold cereals
RevenueUS$750 million[2]
Number of employees
1,400[3]
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 marketed its products in at least 70% of the country's grocery stores, with estimated sales in 2012 of US$750 million.[2] It operated four manufacturing plants, in Northfield, Minnesota; Tremonton, Utah; Asheboro, North Carolina; and St. Ansgar, Iowa. The company had distribution centers in Grove City, Ohio; Coppell, Texas; and Salt Lake City, Utah.

MOM Brands produced both hot and cold cereals. As of 2012, cold cereals manufactured by MOM Brands accounted for over 75% of its total sales. Most of its cold cereals are similar to cereal brands produced by its competitors, Kellogg's and General Mills.[4]

MOM Brands was bought by Post Holdings in 2015.[5]

History

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[6][7] 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.[8]

The company sponsors "Make it with Malt-O-Meal" State Fair Recipe Contests at the Oregon and Arizona State Fairs.[9][10]

In 2002, Malt-O-Meal acquired the bagged cereal business from the Quaker Oats Company.[11]

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,[12] as "Krusty-O's". The cereal was sold in 7-Eleven stores across America along with other The Simpsons Movie related products.[13]

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.[14]

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.[4]

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.[15]

On October 11, 2013, MOM Brands announced a reduction in force that would affect approximately 100 employees. Voluntary separations were taken until October 18 and resulted in 35 people applying, but not all were approved. Remaining employees were notified beginning October 25, with 88 employees affected.[16]

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).[17] The sale was completed on May 4, 2015.[5] Production of cold cereal continued in the Northfield plant.[1] As of February 2017, Post is continuing the Malt-o-Meal brand.[18]

Hot cereals

  • 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

  • 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

As listed on Malt-O-Meal's site.[19] 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[20])
    • 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)
  • Naturally Nora (hot varieties only)

Additional brands:[21]

  • Millville
  • Cub Foods
  • Diamond Crystal
  • Fastco
  • Flavorite
  • Foodland
  • Good 'n Hearty
  • Hearty Traditions
  • Hy-Top
  • IGA (Store brand)
  • Mom's Best Natural
  • Megaroons
  • Our Family
  • Richfood
  • Shop 'n Save (Store brand)
  • Smart Menu

See also

References

  1. 1 2 Ramstad, Evan (May 15, 2015). "Post to move cereal headquarters to Lakeville after Malt-O-Meal deal". Star Tribune. Retrieved February 8, 2017.
  2. 1 2 "Bagged cereal is booming at Malt-O-Meal". Star Tribune.
  3. ↑ Hoovers, Inc. Malt-O-Meal Fact Sheet (Retrieved 20 November 2009)
  4. 1 2 "Malt-O-Meal renaming itself MOM Brands". StarTribune. Retrieved 23 February 2012.
  5. 1 2 "Post Holdings completes acquisition of MOM Brands". GlobeNewswire. May 4, 2015. Archived from the original on 2017-02-11. Retrieved February 8, 2017.
  6. ↑ "Malt-O-Meal Hot Cereal: A Warm & Hearty Breakfast Option".
  7. ↑ "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
  8. ↑ Salamie, David; Peippo, Kathleen (2007-12-06). "Malt-O-Meal Company". International Directory of Company Histories, Volume 63 (1992). Retrieved 2007-12-06.
  9. ↑ "Oregon Make It with Malt-O-Meal Recipe Contest". Archived from the original on 2007-06-16. Retrieved 2007-12-06.
  10. ↑ "Arizona Make It With Malt-O-Meal Recipe Contest". Archived from the original on 2007-12-11. Retrieved 2007-12-06.
  11. ↑ Andrew Tellijohn (December 4, 2002). "Malt-O-Meal acquires Quaker bagged cereal". Minneapolis/St. Paul Business Journal.
  12. ↑ "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.
  13. ↑ "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.
  14. ↑ "Malt-O-Meal® Breaks Ground on New Production Facility". Malt-O-Meal. Archived from the original on January 4, 2014. Retrieved June 25, 2007.
  15. ↑ "Little Crow Sale Brings 'Mixed Emotions'". Inside Indiana Business With Gerry Dick. Archived from the original on January 26, 2013. Retrieved December 22, 2012.
  16. ↑ J.D. Walker (October 18, 2013). "MOM Brands announces salaried cutbacks". Asheboro Courier-Tribune.
  17. ↑ "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.
  18. ↑ "Malt-o-Meal". Post Consumer Brands. Retrieved February 8, 2017.
  19. ↑ "Visit other Malt-O-Meal sites". Malt-O-Meal. October 24, 2010. Archived from the original on October 27, 2010. Retrieved 2010-10-24.
  20. ↑ "Better Oats – Brands sites". Better Oats. October 24, 2010. Archived from the original on October 17, 2010. Retrieved 2010-10-24.
  21. ↑ "Malt-O-Meal recalls instant oatmeal". Bend Bulletin. July 4, 2007. Retrieved 2015-12-04.
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