Word: postum
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...found out why: quick freezing prevents formation of large cell-destroying ice crystals. He went back home to Gloucester, worked out a commercial quick-freeze process, set up the business that became the foundation of the frozen-foods industry. In 1929 he sold his 168 patents to the Postum...
...Postum was founded in 1895 by a health-food fan named Charles William Post, who invented Postum and Grape Nuts, one of the first cold cereals, built a thriving business in Battle Creek, Mich, before he died in 1914. Later, under President Colby Chester and Chairman E. F. Hutton (who married Post's daughter Marjorie), the company diversified so fast by buying up other companies that the big shopping bag was renamed General Foods. As it continued to grow under Austin Igleheart, who had joined Postum in 1926 when it purchased his family-run company (Swans Down cake flour...
From Bran to Bigness. This empire grew out of a coffee grinder, a gasoline stove and $11.95 worth of wheat and bran. In 1895, near Battle Creek, Mich., a health-foods fan named Charles William Post roasted the wheat and bran, ground them, added sweeteners. Result: Postum. Two years later, Post stirred up the same sort of mixture, produced one of the first cold cereals-Grape Nuts. He formed the Postum Cereal Co., plugged his two products as cure-alls for appendicitis, dyspepsia and other ailments. Some magazines balked at his flamboyant advertising, but Post became the foremost advertiser...
...Hutton (who married Post's famed daughter Marjorie and is still a partner in the Wall Street brokerage firm carrying his name), the company from 1925 to 1929 picked up many of the best-known U.S. food processors. Among them: Baker's chocolate, founded in 1765, which Postum got for $9,000,000 in stock; Maxwell House (for $46 million); Jell-O ($44 million); Birds Eye ($22 million); Swans Down ($7.4 million); also Minute Tapioca, Log Cabin syrup, Calumet Baking Powder. Hutton and Chester renamed this big shopping bag General Foods...
Changing Markets. Brooklyn-born Charles Mortimer joined the old Postum Cereal Co. in 1928, rose fast as adman and merchandiser. He needs both specialties now because the sweeping change in the U.S. food market has put almost 70% of grocery sales into the supermarkets, where General Foods must compete against the supermarkets' own private brands. To do it, General Foods beats the advertising drum heavily. Says Mortimer: "You have to sell your product before people get to the supermarket...