MOM Brands
| Company type | Private |
|---|---|
| Industry | Breakfast cereal manufacturing |
| Predecessor | Malt-O-Meal Company, Campbell Cereal Company |
| Founded | 1919 in Owatonna, Minnesota, United States |
| Founder | John Campbell |
| Defunct | 2015 |
| Fate | Acquired by Post Holdings; rebranded as Post Consumer Brands |
| Successor | Post Consumer Brands |
| Headquarters | Northfield , United States |
Area served | United States |
Key people | Chris Neugent (CEO at acquisition) |
| Products | Hot and cold cereals including Malt-O-Meal, CoCo Wheats, Mom's Best Naturals, and others |
| Parent | Post Holdings (from 2015) |
MOM Brands Company—previously known as Malt-O-Meal Company and Campbell Cereal Company—was a U.S.-based breakfast cereal manufacturer headquartered in Northfield, Minnesota. By 2012, its products were available in more than 70% of grocery stores across the United States, generating close to US$750 million in annual revenue. The company operated four production facilities located in Northfield, Minnesota; Tremonton, Utah; Asheboro, North Carolina; and St. Ansgar, Iowa, supported by distribution centers situated in Grove City, Ohio; Coppell, Texas; and Salt Lake City, Utah.
Focusing on both hot and cold cereals, MOM Brands’ signature product was Malt-O-Meal, a hot cereal blending farina wheat with malted barley. By 2012, cold cereals made up over three-quarters of the company’s total sales. Its product range closely resembled those offered by leading industry players such as Kellogg's, Quaker Oats Company, and General Mills. Despite facing competitive pressures, Malt-O-Meal expanded its market share threefold between 2001 and 2012, establishing itself as the fastest-growing cereal manufacturer in the country.
In 2015, MOM Brands was acquired by Post Holdings. After this transaction, Post Holdings moved its cereal division headquarters from New Jersey to Lakeville, Minnesota—the former base of MOM Brands—and rebranded the division as Post Consumer Brands. CEO Chris Neugent along with his executive team were appointed to oversee the newly combined organization.
History
The company was founded in 1919 by miller John Campbell in Owatonna, Minnesota, initially operating under the name Campbell Cereal Company. Campbell developed Malt-O-Meal as a hot breakfast cereal combining farina wheat and malted barley to compete directly with Cream of Wheat. Production relocated to the Ames Mill facility in Northfield, Minnesota in 1927, and the corporate headquarters moved to Minneapolis, Minnesota by 1936. The business adopted the name Malt-O-Meal Company in 1953.
Efforts to market other cereals such as Campbell’s Corn Flakes during the 1940s and State Fair Puffed Wheat and Rice in the 1960s were ultimately discontinued due to strong competition.
In 1998, Malt-O-Meal invested $100 million to construct a 225,000-square-foot manufacturing plant in Tremonton, Utah. Construction halted in 2001 amid declining sales and workforce reductions; the facility was briefly put up for sale but resumed operations by 2004 following a recovery in sales.
Growth through acquisition occurred when Malt-O-Meal purchased Quaker Oats’ bagged cereal division in 2002. In 2007, the company engaged in a notable "reverse product placement" marketing campaign tied to The Simpsons Movie, promoting Tootie Frooties under the fictional "Krusty-O's" brand via 7-Eleven outlets nationwide.
That same year, Malt-O-Meal inaugurated its fourth production site in Asheboro, North Carolina by repurposing a former Unilever Best Foods facility. Manufacturing operations commenced late in 2008.
In December 2009, Malt-O-Meal acquired the Farina hot cereal brand from U.S. Mills; Farina had originally been introduced by Pillsbury back in 1898.
On February 21, 2012, the company transitioned its name to MOM Brands to better represent its expanded product assortment while preserving brand recognition. At that point, it surpassed Post Holdings to become the third-largest cereal producer within the United States.
MOM Brands further expanded by acquiring CoCo Wheats on June 30, 2012; other assets were divested to competitor Gilster-Mary Lee. In 2013, it launched Mom's Best Naturals cereal line which secured significant retail shelf presence and helped increase market share beyond that of Post Holdings. Post retained ownership of this brand following its acquisition of MOM.
On January 27, 2015, Post Holdings announced its $1.15 billion purchase of MOM Brands, completing the deal on May 4, 2015. Manufacturing continued at the Northfield facility. As of January 2024, Post still includes Malt-O-Meal among its portfolio of brands.
Hot cereals
- Malt-O-Meal
- Chocolate Malt-O-Meal
- Oat Fit
- Coco Wheats
- Maple & Brown Sugar Malt-O-Meal
- Creamy Hot Wheat Malt-O-Meal
Cold cereals
- Apple Zings
- Berry Colossal Crunch
- Blueberry Muffin Tops
- Cinnamon Toasters
- Chocolate Marshmallow Mateys
- Chocolatey Chip Cookie Bites
- Cocoa Dyno-Bites
- Coco Roos
- Colossal Crunch
- Cookies and Cream
- Corn Bursts
- Corn Flakes
- Crispy Rice
- Frosted Mini-Spooners
- Frosted Flakes
- Fruity Dyno-Bites
- Fruity Stars
- Golden Puffs
- Cinnamon Golden Puffs
- Honey and Oat Blenders
- Honey Buzzers
- Honey Graham Squares
- Honey Nut Scooters
- Marshmallow Mateys
- Peanut Butter Cups
- Peanut Butter Colossal Crunch
- Puffed Rice
- Puffed Wheat
- Raisin Bran
- Scooters
- S'Mores Cereal
- Tootie Fruities
Additional brands
Malt-O-Meal offers a range of regional and retailer-specific labels that focus on natural components, minimized packaging, and sustainable energy practices:
- Sally's Cereals (available hot and cold, found in Canadian Safeway, Walmart, Superstores)
- Three Sisters (hot and cold varieties, exclusive to Whole Foods)
- Mom's Best Naturals (hot and cold options)
- Bear River Valley (cold cereals only)
- I Love Oats (hot cereals only)
- Better Oats (hot cereals), which includes several sub-brands such as:
- Oat Revolution & Oat Revolution Thick & Hearty
- Abundance, Good 'N Hearty, Lavish, mmm... Muffins, Oat Fit, Oat Heads, Raw Pure & Simple, Mom's Best Naturals
- Hearty Traditions (hot cereals only)