Kraft unloads Post cereals

November 16, 2007

Kraft Foods is selling off Post cereals to Ralcorp Holdings, a company that markets foods under private labels. Kraft had revenues of $34 billion in 2006, of which $21 billion came from U.S. consumers; its profits were about $3 billion. It spent $105 million to advertise Post cereals that year, down 23% from 2005, clearly a sign of disinterest. Kraft used to be owned by Altria which used to be Philip Morris which bought Kraft for $12.9 billion in 1988. Post makes Fruity Pebbles and runs a website for kids. European food analysts speculate that Kraft is doing this because of “the double whammy of high cereal prices and strict legislation on advertising to children.”  Kraft’s products have never been endorsed by the American Heart Association, because that organization does not accepts payments for its HeartCheck certification for products owned by cigarette companies.  My question: will the American Heart Association endorsement now start appearing on Post cereals?


6 Comments

  1. Oooohhhh, how about that. It amazes me how many food decisions are made for political or economic reasons!

    Comment by Bix — November 18, 2007 @ 7:48 am

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  4. […] Kraft unloads Post cerealsKraft Foods is selling off Post cereals to Ralcorp Holdings, a company that markets foods under private labels. Kraft had revenues of $34 billion in 2006, of which $21 billion came from US consumers; its profits were about $3 billion. …What to Eat - http://whattoeatbook.com […]

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  5. […] Kraft unloads Post cerealsKraft Foods is selling off Post cereals to Ralcorp Holdings, a company that markets foods under private labels. Kraft had revenues of $34 billion in 2006, of which $21 billion came from US consumers; its profits were about $3 billion. …What to Eat - http://whattoeatbook.com […]

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    Pingback by link:postopia.com | 82123 — May 21, 2008 @ 11:48 am

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