Malt-O-Meal Bags Quaker Cereal Brands

Discussion
Dec 04, 2002
George Anderson

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
deal?


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

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