Advertising Industry
Industry: Email Alert RSS FeedWhy ads for Post cereals may be thing of the past.(News )(Kraft Foods-Post cereals brands)(Ralcorp Holdings Inc.)
Advertising Age, November, 2007 by York, Emily Bryson
Byline: EMILY BRYSON YORK
After more than 100 years, Post cereals may be headed for the advertising graveyard.
Kraft Foods is peddling its portfolio of Post cereal brands, including Alpha Bits, Grape Nuts, and Honey Bunches of Oats to St. Louis-based Ralcorp Holdings in an all-stock deal valued at $2.6 billion, including debt. The move will make Ralcorp, already a powerhouse in private label, the country's third-largest cereal maker behind Kellogg and General Mills.
Ralcorp said the purchase increases its 2007 sales 50% to $3.3 billion from $2.2 billion. Post will now account for nearly a third-32%-of Ralcorp sales. Post, founded by C.W. Post in 1895, holds a 14.6% share of the ready-to-eat-cereal market. Ralcorp dominates the private-label...
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