But Neugent said he knew the company needed to act as if it was starting over. Post Foods brought higher name recognition to the marriage, with the colorful products like Alpha-Bits and Honeycomb and the adult-targeted Great Grains. This line - with its earth-toned boxes made from recycled cardboard - appeals to more health- and eco-conscious shoppers. MOM Brands also gained market share with its Mom’s Best Cereals that are free of certain ingredients, like high fructose corn syrup and artificial flavors and preservatives. Malt-O-Meal’s Cinnamon Toasters bear an uncanny resemblance to General Mills’ Cinnamon Toast Crunch. In addition to the highly recognizable hot cereal brand Malt-O-Meal, MOM makes the large bags of ready-to-eat cereals that consumers may know as knockoffs of iconic brands. That’s in third place behind General Mills in Golden Valley and Michigan-based Kellogg’s, each at 30 percent, according to market researcher IRI. The new Post is bigger, with 18.7 percent of the ready-to-eat cereal category. “I think its death is largely exaggerated,” said Chris Neugent, Post Consumer Brand’s president and CEO, in his first media interview since the two companies coupled up. While analysts and food trend watchers have long sounded the alarm about cereal’s declining sales, the segment remains the nation’s top breakfast food. Post’s presence adds to that of General Mills to make the Twin Cities the unofficial cereal capital of the world. Louis-based Post Holdings of Minnesota-based MOM Brands, known for Malt-O-Meal. The company and its new name are the product of the purchase by St. Post Consumer Brands, maker of Honey Bunches of Oats, Fruity Pebbles and Grape-Nuts, has been based in Minnesota since 2015. Tucked into a small, beige business park in south Lakeville, the headquarters for the nation’s third-largest cereal company is easy to miss.
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