Kraft Unloads Post Cereals

November 19, 2007 at 1:00PM by Marion Nestle | comment

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 cereals like 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 accept payments for its HeartCheck certification for products owned by cigarette companies.

My question is: Will the American Heart Association endorsement now start appearing on Post cereals?

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Marion Nestle

Noted author Marion Nestle is a Professor in the Department of Nutrition, Food Studies, and Public Health at New York University. She is the author of What to Eat.
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