Word: postum
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Dates: during 1970-1979
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DIED. Charles G. Mortimer, 78, head of General Foods Corp. (1954-65); of a heart attack; in Orleans, Mass. Joining the Postum Co. (later renamed General Foods) in 1928, Mortimer revolutionized the American kitchen by his masterful marketing of such convenience foods as Birds Eye frozen vegetables, Tang breakfast drink and Maxwell House instant coffee. Though he helped build General Foods into the world's largest processed food company, with annual sales of $1.5 billion, Mortimer knew his industry's limits. "You cannot sell me on some new food called 'Glatsky' that will have...
Some consumers, forsaking coffee altogether, are showing new interest in old substitutes such as Postum, the all-grain brew invented by C.W. Post in 1895 to cure "coffee nerves." Locally marketed versions, like Grandpa Knight's Cafe-Grano, an all-grain roast sold in the Cincinnati-Dayton area for $1.89 per Ib., are also in demand as replacements...
...John Harvey Kellogg, manager of a Battle Creek sanatorium, was prescribing generous doses of bran, which he claimed "does not irritate. It titillates." Kellogg and his family went on to make it big in cornflakes, while one of his ulcer patients, Charles Post, invented the coffee substitute Postum and a dry breakfast cereal he called Elijah's Manna. The name was later changed to Grape-Nuts...
...wife and only child to Battle Creek, Mich., in hopes of improving his health. When the change failed to help, Post came up with a cure of his own. After concocting a combination of wheat, molasses and bran as a healthful coffee substitute, Postpatented his recipe, dubbed the mixture Postum, and launched one of the first advertising campaigns for a prepared food. One ad exhorted: "Is your yellow streak the coffee habit? Does it reduce your working force, kill your energy, push you into the big crowd of mongrels, deaden what thoroughbred blood you may have, and neutralize all your...
...eight, Daughter Marjorie was gluing Postum boxtops in the family's Battle Creek barn. By age ten she was accompanying her father to board meetings and factory tours. With C.W.'s death in 1914, Marjorie Post inherited several million dollars and control of the Postum Cereal Co., which by then included Post Toasties and Grape Nuts cereals. At the urging of her second husband, Manhattan Stockbroker Edward F. Hutton, the Postum Co. began adding a cupboard full of new products. The Postum Co. was renamed the General Foods Corp...