Malt-O-Meal Bags Quaker Cereal Brands

Dec 04, 2002

By George Anderson

Private label cereal manufacturer, Malt-O-Meal, has purchased the bagged cereal division of Quaker Oats, says Reuters. Included in the sale are the Frosted Flakes, Marshmallow Safari, Apple Zaps and Cocoa Blasts cereal brands. Quaker, a division of Pepsico, will continue to operate its boxed cereal business.

Malt-O-Meal is the fifth largest ready-to-eat cereal manufacturer in the US according to The Business Journal of Minneapolis/St. Paul.

John Lettmann, Malt-O-Meal’s chief executive sees great opportunity in the bagged segment of ready-to-eat cereal. “The value cereal business is a growing category for private label products and for brands like our bag cereals, which match or surpass all the nutritional qualities of the leading box cereal brands.”

Moderator’s Comment: What will be the impact of this

Look for Malt-O-Meal to make some serious noise in the
cereal aisle. This is a tremendous pickup for the Minneapolis-based manufacturer.
Anderson – Moderator

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