Wednesday, July 30, 2008

New beginning for Post

As reported last fall, Kraft sold its Post cereal division to private-brand food maker, Ralcorp. It look likes the deal will close next week.

This should be watched closely for several reasons: First, it will be interesting to see how a private-label company responds to controlling a big brand like Post. Second, despite some recent advancements and its strong Honey Bunches of Oats line, Post has been a struggling cereal brand in the last decade or more. Can it be revived to a position of prominence again?

(See article in St. Louis Post-Dispatch)

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