Postum's Slogans & Taglines

Postum is a powdered roasted-grain beverage founded in 1895 by C.W. Post in Battle Creek, Michigan, as a caffeine-free alternative to coffee. Originally marketed as Postum Food Coffee, the brand was born from Post's conviction that caffeine was harmful, positioning the drink—made from roasted wheat bran, wheat, and molasses—as a wholesome family beverage. The Postum Cereal Company grew into General Foods by 1929, and the brand peaked during World War II when coffee rationing drove demand. After decades under Kraft Foods, Postum was discontinued in 2007, prompting a passionate consumer campaign, Bring Back Our Postum. In 2012, Eliza's Quest Foods acquired the trademark and original recipe, reintroducing the classic beverage alongside new variants including cocoa and coffee flavours. Core offerings remain centred on the signature caffeine-free roasted grain drink, now marketed as a natural, comforting hot beverage for all ages. Brand messaging has evolved from early health-focused slogans such as There's a reason to contemporary nostalgia-driven positioning, reflecting its legacy as a beloved household staple.