MOM Brands

MOM Brands Company
Subsidiary
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
(2015–present)
Website www.mombrands.com

MOM Brands Company (formerly Malt-O-Meal Company and Campbell Cereal Company) is an American producer of breakfast cereals, headquartered in Northfield, Minnesota. 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 acquisition 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.

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

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.[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

Cold cereals

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

Additional brands:[16]

References

  1. 1 2 "Bagged cereal is booming at Malt-O-Meal". Star Tribune.
  2. ↑ Hoovers, Inc. Malt-O-Meal Fact Sheet (Retrieved 20 November 2009)
  3. ↑ "Unwrapped : Cereal Aisle (Food Network)". Retrieved 2008-07-04." (06/30/2008 9:00PM) Episode: CW1708 Food Network
  4. ↑ Salamie, David; Peippo, Kathleen (2007-12-06). "Malt-O-Meal Company". International Directory of Company Histories, Volume 63 (1992). Retrieved 2007-12-06.
  5. ↑ "Oregon Make It with Malt-O-Meal Recipe Contest". Retrieved 2007-12-06.
  6. ↑ "Arizona Make It With Malt-O-Meal Recipe Contest". Retrieved 2007-12-06.
  7. ↑ "Krusty-O's cereal won't be available in Minnesota". kare11.com. Associated Press. July 6, 2007. Retrieved 2007-12-06.
  8. ↑ "7-Eleven Becomes Kwik-E-Mart for 'Simpsons Movie' Promotion". Fox News. Associated Press. July 1, 2007. Retrieved 2007-12-06.
  9. ↑ "Malt-O-Meal® Breaks Ground on New Production Facility". Malt-O-Meal. Retrieved June 25, 2007.
  10. 1 2 "Malt-O-Meal renaming itself MOM Brands". StarTribune. Retrieved 23 February 2012.
  11. ↑ "Little Crow Sale Brings 'Mixed Emotions'". Inside Indiana Business With Gerry Dick. Retrieved December 22, 2012.
  12. ↑ J.D. Walker (October 18, 2013). "MOM Brands announces salaried cutbacks". Asheboro Courier-Tribune.
  13. ↑ "Post Holdings to pay $1.15B for Malt-O-Meal cereal maker". Yahoo! Finance. Associated Press. Retrieved January 27, 2015.
  14. ↑ "Visit other Malt-O-Meal sites". Malt-O-Meal. October 24, 2010. Archived from the original on October 27, 2010. Retrieved 2010-10-24.
  15. ↑ "Better Oats – Brands sites". Better Oats. October 24, 2010. Retrieved 2010-10-24.
  16. ↑ "Malt-O-Meal recalls instant oatmeal". Bend Bulletin. July 4, 2007. Retrieved 2015-12-04.
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