An ex-patient of the sanitarium named C. Post made Grape Nuts, based on the Granola biscuits, and a cereal-based drink called Postum patterned on the Kellogg coffee substitute. Competition waxed fierce and more than forty cereal companies were launched in the United States in the early s. John Harvey Kellogg was not really interested in business, but in reforming American eating habits. The taciturn, austere W. In W. Poppy Logo. FB house promo. Share this article via facebook Share this article via twitter Share this article via messenger Share this with Share this article via email Share this article via flipboard Copy link.
Share this article via comment Share this article via facebook Share this article via twitter. A cut-throat competitor to Kellogg, Post even bought exclusive rights to manufacture the cereal-rolling machine needed in the cereal production process—equipment that Will Kellogg originally helped design.
With the completion of the transcontinental railroad in the late 19th century, the United States was now linked to an unprecedented degree, creating a mass market for Kellogg, Post and other newly recognizable packaged-food brands to ply their wares.
Despite the sometimes outrageous claims made in their advertising Post, for instance, claimed that Grape-Nuts cured everything from rickets to malaria , the growing variety of brand-name companies promised a certain level of quality and uniformity, especially as Americans began to consume processed foods in mass quantities for the first time.
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