Postum
Postum is a powdered roasted grain beverage often used as a coffee substitute. The caffeine-free beverage mix was created by Postum Cereal Company founder C. W. Post in 1895 and marketed as a healthful alternative to coffee.[1]: 93 (The Postum Cereal Company eventually became General Foods, which was bought by Kraft Foods.) Post was a student of John Harvey Kellogg, who believed caffeine to be unhealthy. Postum was made from wheat bran, wheat, molasses, and maltodextrin from corn. This 10‑calorie beverage was caffeine free, fat free, trans-fat free, sodium free, and kosher. In addition to the original flavor, there was also a coffee-flavored version.
It was discontinued in 2007.[2][3]
As of May 2012 a small company, Eliza’s Quest Food, has obtained the trademark to the Postum name.[4] As of July 14, 2012 Postum is being sold through the Postum.com website. Postum is working on placing the product back into stores.[5]
Lost Eyesight through Coffee Drinking
— Postum advertisement[1]: 95
The drink quickly became popular, making Post very wealthy. Its aggressive advertising, with the mysterious slogan "There's a Reason", warned against coffee and caffeine's alleged dangers, and promoted the benefits of Postum. When imitations appeared the company introduced a cheaper drink, Monk's Brew, that was identical to Postum, then discontinued it after competitors left the market. Instant Postum appeared in 1911.[1]: 93–98
Although the Postum Cereal Company explicitly stated in its advertising that Postum did not taste like coffee and was not a coffee substitute,[6] the drink enjoyed an enormous rise in sales and popularity in the US during World War II when coffee was rationed and people sought a replacement.[1]: 223
Postum was sometimes marketed by an invisible cartoon ghost named Mister Coffee Nerves, who would appear in situations wherein people were shown in uncomfortable life-situations (e.g., irritability, lack of sleep, lack of athletic prowess) due to their use of coffee and its negative effects. These cartoons always ended with the afflicted people switching to Postum and Mister Coffee Nerves fleeing until the next cartoon.[7] The company was also a sponsor for the radio shows Lum and Abner, Beulah and The Aldrich Family, and for the radio version of Father Knows Best.
Kraft discontinued the production of Postum in 2007, as the demand for the product had declined. Since its discontinuance, a number of replica recipes for Postum have circulated across the Internet.[8] The trademark for Postum was acquired by Eliza’s Quest Food and as of 2012 the product is available via mail order.
Postum was popular among members of The Church of Jesus Christ of Latter-day Saints and was part of Mormon culture for many years because they abstain from coffee.[9][3][2]
Since 1945, Postum is a US code name for polonium-210, used in the Urchin style nuclear weapon initiators.
See also
References
- ^ a b c d Mark Pendergrast (2000). Uncommon Grounds: The History of Coffee and How It Transformed Our World. Basic Books.
- ^ a b Sara Israelsen-Hartley (1 January 2008). "Fans in withdrawal from coffee substitute Postum". Deseret Morning News. Archived from the original on 2008-01-04. Retrieved 2010-03-02.
- ^ a b Taashi Rowe (22 January 2008). "Goodbye to Postum". Adventist News. Retrieved 2010-03-02.
- ^ Postum.com - About our product
- ^ <http://www.postum.com
- ^ ""Now, how did I ever get that idea?" (advertisement)". Life. 1942-11-23. p. 73. Retrieved November 22, 2011.
- ^ James Lileks. "The Adventures of Mr. Coffee Nerves". Lileks.com. Retrieved 2008-03-01.
- ^ Cooks.com - Recipe - Homemade "Postum"
- ^ Stephenson, Kathy. "Mormons mourn Postum's passing". Salt Lake City Tribune. Retrieved 2009-12-04. (reprinted at religionnewsblog.com)
