Postum
Postum is a caffeine-free, instant powdered beverage designed as a healthful alternative to coffee, made from roasted wheat, wheat bran, molasses, and wheat starch.[1] Invented in 1895 by entrepreneur C.W. Post in Battle Creek, Michigan, it was originally marketed by the Postum Cereal Company as a nutritious, roasted-grain drink providing warmth and comfort without caffeine's stimulating effects.[2] The beverage gained widespread popularity during World War II due to coffee rationing, becoming a staple in American households as a comforting, everyday ritual passed down through generations.[2] In 1929, the Postum Cereal Company merged to form General Foods, under which Postum continued production; General Foods was acquired by Kraft in 1990, and Kraft discontinued the product in 2007 amid shifting consumer preferences.[2] It was revived in 2012 by Eliza's Quest Foods, a women-owned company founded by June and Dayle Rust in Charlotte, North Carolina, using the original recipe to restore its availability as a natural, non-GMO option free of preservatives and excess sodium.[2] Today, Postum remains a niche but enduring choice for those seeking a wholesome, coffee-like experience, with variants including coffee-flavored and cocoa versions.[3]Product Description
Composition and Ingredients
Postum was originally formulated in 1895 by C. W. Post using roasted wheat bran, wheat, and molasses as its primary ingredients, which combine to yield a nutty flavor profile reminiscent of coffee while remaining entirely caffeine-free.[4][5] Over time, the recipe evolved to include additional components for improved texture and solubility; for instance, formulations under previous ownership incorporated corn-derived maltodextrin, which was later removed by Eliza's Quest Foods to eliminate potential genetically modified organisms.[6] The product contains no animal-derived ingredients, rendering it suitable for vegetarians and vegans.[3] In its current production, the Original variety consists of roasted wheat, wheat bran, molasses, and wheat starch, maintaining the core grain-based composition.[1] The Natural Coffee variety builds on this base by incorporating natural coffee flavor for an aromatic enhancement without added caffeine.[7] Similarly, the Cocoa Blend blends the roasted grains and molasses with cocoa to introduce chocolate notes.[8] Regarding allergens, Postum contains wheat as a key ingredient, making it a source of gluten and unsuitable for those with wheat or gluten sensitivities.[9] It does not include nuts, dairy, or other common allergens beyond wheat.[10]Preparation and Varieties
Postum is prepared by mixing 1 to 2 teaspoons of the powdered instant beverage with 1 cup of hot water, stirring until fully dissolved.[11] This simple method allows for quick consumption without the need for brewing or percolation, a convenience introduced with the instant version developed in 1912, which replaced the original brewed form that required longer cooking times similar to coffee preparation.[12] Users often customize the drink by adding milk, cream, sugar, or other sweeteners to enhance flavor and creaminess.[11] The beverage is available in several varieties to suit different preferences. The Original flavor provides a traditional nutty, roasted grain taste derived from its core ingredients.[1] The Natural Coffee variety incorporates natural coffee essence to mimic the aroma and robustness of coffee while remaining caffeine-free. The Cocoa Blend offers a chocolatey alternative, blending the grain base with cocoa for a hot chocolate-like experience. As of 2025, Postum also offers Matcha Essence, a 100% organic, decaffeinated matcha powder crafted in Japan, which is gluten-free, low in caffeine, vegan, and provides a smooth, calming taste; it can be prepared similarly by mixing with hot water.[13] Serving suggestions include enjoying Postum as a comforting morning drink in place of coffee.[11] For warmer months, it can be prepared with less hot water, poured over ice, and mixed with milk to create an iced latte.[11] Additionally, it serves as a base for creative recipes, such as blended frappes or flavored mixes incorporating spices like cinnamon.[11]History
Invention and Early Marketing
In the late 19th century, concerns about the health effects of coffee, including its caffeine content leading to nervousness and indigestion, were prominent in health reform circles, particularly among Seventh-day Adventists.[14] C.W. Post, seeking treatment for digestive ailments, became a patient at the Battle Creek Sanitarium in Michigan in 1891, a facility operated under Adventist principles that emphasized caffeine avoidance and natural foods.[15] Inspired by these ideas, Post developed Postum in 1895 as a caffeine-free alternative to coffee, producing the first batch in a small barn on his property in Battle Creek.[16] Postum's original recipe consisted primarily of roasted wheat bran, wheat, and molasses, creating a dark, flavorful beverage that mimicked coffee when brewed.[4] Launched that same year by the newly formed Postum Cereal Company, it was marketed as "the golden path to health," with claims that it could cure coffee-induced ailments like indigestion, headaches, and nervousness by providing nourishment without stimulants.[17] Initial sales targeted local grocery stores in Battle Creek, but the product faced early challenges, resulting in an $800 loss in its first year despite Post's personal investment in production.[18] Post employed aggressive marketing strategies to promote Postum, including full-page advertisements in national magazines and newspapers that positioned it as a wholesome family beverage superior to coffee.[19] These campaigns exploited public fears of coffee's harms, urging consumers to switch for better health and vitality, and emphasized testimonials from users who reported improved well-being.[14] Sales began locally in Michigan but expanded rapidly through direct distribution to retailers, achieving national availability by the early 1900s.[20] By 1900, Postum had become the flagship product of the Postum Cereal Company, driving significant revenue growth and enabling diversification into other foods, such as the introduction of Grape-Nuts cereal in 1897.[16] This success established Post as a pioneer in the ready-to-eat food industry, building on the beverage's reputation as a healthful staple.[20]Expansion and Ownership Changes
In the early 20th century, Postum expanded significantly with the introduction of an instant powdered version in 1911, which simplified preparation and marked one of the earliest uses of the term "instant" for a processed food product.[21] This innovation built on the original brewed beverage's success, achieving major sales growth across North America in the pre-World War I period through aggressive advertising that positioned it as a healthful alternative to coffee.[17] Sales boomed further during both World Wars due to coffee shortages and rationing; particularly in World War II, Postum's popularity surged as American consumers sought caffeine-free substitutes amid strict coffee limits from 1942 to 1943.[2][22] Post-war developments solidified Postum as a household staple within the growing Postum Cereal Company portfolio, which included cereals like Grape-Nuts. By 1914, the company generated approximately $20 million in annual revenue, reflecting Postum's central role in this expansion.[23] Annual sales later peaked at millions of cases as the product integrated into everyday family routines, contributing to the broader General Foods empire's milestone of $1 billion in total revenue by 1958.[23] Ownership remained with the Postum Cereal Company until 1929, when it merged with other entities, including Clarence Birdseye's frozen foods business, and restructured as General Foods Corporation under the leadership of Marjorie Merriweather Post.[23][2] The company stayed under General Foods until its acquisition by Philip Morris in 1985 for $5.8 billion, followed by a merger with Kraft Foods in 1989 under Philip Morris's ownership, integrating Postum into a larger processed foods lineup.[23] Marketing evolved from early 20th-century health cure claims—warning against coffee's "evil effects" and promoting Postum for children and families—to more wholesome, tradition-focused campaigns in the 1950s through 1980s, which highlighted its role in cozy, everyday moments like morning rituals.[5] These ads, often featuring relatable family scenes, aligned with post-war consumer trends toward comfort and reliability, helping sustain brand loyalty amid broader portfolio diversification.[23]Discontinuation and Revival
In 2007, Kraft Foods discontinued production of Postum, citing declining sales and insufficient demand both nationally and regionally.[24][25] The decision reflected broader shifts in consumer preferences away from traditional coffee substitutes toward more diverse specialty coffee options, leading to the product's removal from store shelves.[4] The announcement triggered significant backlash from loyal consumers, including online petitions, blogs, and dedicated campaigns urging Kraft to reverse the move, highlighting the beverage's enduring appeal among health-conscious and caffeine-avoiding drinkers.[2][25] Responding to this outpouring of support, longtime Postum enthusiasts June and Dayle Rust founded Eliza's Quest Foods in Charlotte, North Carolina, in 2012 specifically to revive the brand.[2][24] The couple, who had grown up with the product in their families, acquired the Postum trademark and original recipe from Kraft, enabling them to restart production using the same roasted wheat, bran, and molasses formula developed by C.W. Post in 1895.[26][27] Postum returned to the U.S. and Canadian markets in 2013, initially through online sales via the company's website and gradually expanding to select grocery stores.[28][5] To attract a wider audience, Eliza's Quest introduced new variants, including a natural coffee-flavored version and a cocoa blend, while maintaining the caffeine-free, wholesome profile of the original.[27][7] The revival proved successful, with sales expanding through a direct-to-consumer online model that capitalized on nostalgia for the product's heritage and alignment with modern health trends favoring natural, grain-based alternatives to caffeinated beverages.[2][27] By emphasizing its roots as a gentle, family-friendly drink, Postum regained a foothold in hundreds of stores and built a dedicated following, marking a resurgence for the century-old brand.[24][6]Health and Safety
Nutritional Information
Postum's original formulation provides a low-calorie, caffeine-free beverage option, with a typical serving consisting of 2 teaspoons (approximately 6 grams) mixed in 1 cup of hot water yielding about 10 calories, 0 grams of total fat, 2 grams of total carbohydrates (including 1 gram of dietary fiber), and 0 grams of protein. It contains no sodium and no caffeine, making it a suitable alternative for those seeking to avoid stimulants.[29][30] Varieties such as the Cocoa Blend maintain a similar nutritional profile, with 10 calories per 2-teaspoon serving, 2 grams of carbohydrates, 1 gram of fiber, 0 grams of sugars, and no added fats or proteins.[31][32] The beverage derives its nutrients primarily from roasted wheat bran, wheat, and molasses, offering trace amounts of minerals such as iron (approximately 0.28 mg per 6 g serving) and magnesium (about 14.6 mg per 6 g serving), which contribute to its status as a whole-grain product. These micronutrients are present in minimal quantities but align with the grain-based composition, supporting basic dietary fiber intake without significant caloric contribution.[33] Compared to coffee, Postum exhibits lower acidity and lacks stimulants like caffeine, which can promote better digestive health by reducing potential irritation to the stomach lining; it is often recommended for individuals sensitive to coffee's bitterness or acid content. As a whole-grain beverage, it provides a gentler option for daily consumption without the associated jitteriness or sleep disruptions from caffeinated drinks.[3][29] Dietary considerations include its gluten content due to the wheat ingredients, making it unsuitable for those with celiac disease or gluten intolerance. Current formulations are certified vegan, as they contain no animal-derived components, and Non-GMO Project Verified, ensuring no genetically modified ingredients are used in production.[1][3]| Nutrient | Amount per Serving (2 tsp / 6g) | % Daily Value* |
|---|---|---|
| Calories | 10 | - |
| Total Fat | 0g | 0% |
| Sodium | 0mg | 0% |
| Total Carbohydrates | 2g | 1% |
| Dietary Fiber | 1g | 4% |
| Sugars | 0g | - |
| Protein | 0g | - |
| Caffeine | 0mg | - |