MOM Brands

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MOM Brands Company
Private company
Industry Cereal
Founded 1919
Founder John S. Campbell
Headquarters Northfield, Minnesota, USA
Key people
 Chris Neugent
CEO
John A. Gappa
CFO
Gene Pagel
CIO
Products Hot and cold cereals
Revenue US$750 million[1]
Number of employees
 1,400[2]
Parent Post Holdings
Website www.mombrands.com

MOM Brands Company (formerly Malt-O-Meal Company and Campbell Cereal Company) was an American producer of breakfast cereals, based in Northfield , Minnesota. The company was the third-largest manufacturer of cereals in the United States (behind Kellogg's and General Mills)—employing 1,400 people, marketing its products in at least 70% of the country's grocery stores, with estimated sales in 2012 of US$750 million.[1] 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. The acquistion of MOM Brands by Post Holdings was completed May 4, 2015.

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 malted and farina wheat[3] 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.[4]

The company sponsors "Make it with Malt-O-Meal" State Fair Recipe Contests at the Oregon and Arizona State Fairs.[5][6]

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

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,[7] as "Krusty-O's". The cereal was sold in 7-Eleven stores across America along with other The Simpsons Movie related products.[8]

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.[9]

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

In 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.[10]

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 became the fourth generation to own and operate Little Crow in 1983.[11]

October 11, 2013, MOM Brands announced a reduction in force that would impact 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 impacted.[12]

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). Post expects to complete the purchase in the third quarter of 2015[13] The sale was completed on May 4, 2015.

Products

MOM Brands produces both hot and cold cereals. As of 2012, cold cereals manufactured by MOM Brands account 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.[10]

Hot cereals

  • Malt-O-Meal
  • Chocolate Malt-O-Meal
  • Oat Fit (Gluten Free)
  • 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 (Gluten Free)
  • Cocoa Dyno-Bites (Gluten Free)
  • Coco Roos (Gluten Free)
  • Colossal Crunch
  • Corn Bursts
  • Corn Flakes
  • Crispy Rice
  • Frosted Mini-Spooners
  • Frosted Flakes
  • Fruity Dyno-Bites (Gluten Free)
  • Golden Puffs
  • Cinnamon Golden Puffs
  • Honey and Oat Blenders
  • Honey Buzzers
  • Honey Graham Squares
  • Honey Nut Scooters
  • Marshmallow Mateys
  • Peanut Butter Cups (Gluten Free)
  • Peanut Butter Colossal Crunch (Gluten Free)
  • Puffed Rice (Gluten Free)
  • Puffed Wheat
  • Raisin Bran
  • Scooters
  • S'Mores Cereal
  • Tootie Fruities

Other brands

As listed on Malt-O-Meal's site.[14] 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)
  • I Love Oats (hot varieties)
  • Better Oats (hot varieties) (most sub-brands available in multiple flavors[15])
    • Oat Revolution (Gluten Free)
    • Oat Revolution Thick & Hearty (Gluten Free)
    • Abundance
    • Good 'N Hearty (Gluten Free)
    • Lavish
    • mmm... Muffins
    • Oat Fit (Gluten Free)
    • Oat Heads (Gluten Free)
    • Raw Pure & Simple
    • Mom's Best Naturals (Gluten Free)
  • Hearty Traditions (hot varieties)
  • Naturally Nora (hot varieties)

Additional brands:[16]

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

References

  1. ↑ 1.0 1.1 Lua error in package.lua at line 80: module 'strict' not found.
  2. ↑ Hoovers, Inc. Malt-O-Meal Fact Sheet (Retrieved 20 November 2009)
  3. ↑ Lua error in package.lua at line 80: module 'strict' not found." (06/30/2008 9:00PM) Episode: CW1708 Food Network
  4. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  5. ↑ Lua error in package.lua at line 80: module 'strict' not found.[dead link]
  6. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  7. ↑ Lua error in package.lua at line 80: module 'strict' not found.[dead link]
  8. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  9. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  10. ↑ 10.0 10.1 Lua error in package.lua at line 80: module 'strict' not found.
  11. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  12. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  13. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  14. ↑ Lua error in package.lua at line 80: module 'strict' not found.[dead link]
  15. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  16. ↑ Lua error in package.lua at line 80: module 'strict' not found.

External links

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