During World War II when coffee was rationed, the already popular drink saw an enormous bump in popularity. Postum was eventually sold to Kraft Foods who continued making it until 2007. Dwindling sales and a failed attempt to market it to a younger generation were the end for the toasted drink.
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In 1895, the first batch of Postum was made by C.W. Post in a small white barn in Battle Creek, Michigan. Little did he know that his cereal beverage would become a mainstay in American cupboards, celebrated for its roasted flavor and its association with warmth, comfort and family tradition.
I remember their long conversations with the kinfolk. Everybody lamented the sudden spike in the cost of Maxwell House coffee — their favorite brand.
In defense of Postum, it did become available in limited quantities again in 2013. The famous name chosen by Mr. Post was revived at the request of folks who really enjoyed the healthy breakfast alternative.
Before truth-in-advertising guidelines, the ads were worded to indicate that caffeine in coffee and tea could cause nervousness, weakness, tremors, pale eyes and skin — and even a cowardly, fearful attitude.
Think of kinfolks from other eras who may have been “tight as the bark on a tree” and chose to boycott common products rather than pay more — even when they had the money.
In the 21st century, we are more acclimated to price increases; we probably do have the “just-throw-it-in-the-cart” mentality. However, our grandparents lived in different times.
Postum: Forgotten Coffee Alternative
FAQ
Is Postum still being made?
Do they still make a drink called Postum?
Is Postum a healthy drink?
What do Mormons drink instead of coffee?
What happened to Postum coffee?
As the country shifted, and coffee picked up steam, Postum derived most of its market share from those whose religions forbade caffeine: Latter-Day Saints, Seventh-Day Adventists, and Mormons. When the product was discontinued, Postum lovers clamored for its return. In 2013, June Rust and her husband, longtime Postum drinkers, brought it back.
Is Postum a coffee substitute?
Postum ( US: / ˈpoʊstəm /) is a powdered roasted grain beverage popular as a coffee substitute. The caffeine -free beverage was created by Post Cereal Company founder C. W. Post in 1895 and marketed as a healthier alternative to coffee. : 93 Post was a student of John Harvey Kellogg, who believed that caffeine was unhealthy.
Was Postum a success?
Named Postum, it was the first blockbuster success for the company that became General Foods, which eventually became acquired by Kraft. While Postum was a success in the early 20th century — – especially during World War II when coffee was rationed — its popularity waned as consumers became more interested in coffeehouses and other hot beverages.
Is Postum dead?
But Postum’s not dead. This September, June and Dayle Rust of Eliza’s Quest Foods — the company they founded in 2012 for the sole purpose of bringing Postum back — manned a booth at Natural Products Expo East in Baltimore. And they heard the same refrain throughout the show.