Malt-O-Meal and Minnesota: A Tale of Cereal Success
Journey through the flavorful history of Malt-O-Meal. From a small creamery in Owatonna, to taking over the cereal world from their offices in Northfield, this is the story of one Minnesota man’s vision to revolutionize breakfast! 🌾🥣
✅ Listen to the related episode on our podcast. We release new episodes of Travel with Jack and Kitty every weekday! Subscribe and listen on your favorite podcast app. 🎙️❤️
Quick Summary
Explore the captivating history of Malt-O-Meal, a Minnesota-based cereal phenomenon.
- Discover Malt-O-Meal’s beginnings in a small creamery and its growth into a national brand.
- Learn about the innovative marketing strategies and product diversification over the decades.
- Uncover how this iconic cereal brand became an integral part of Northfield, Minnesota‘s community and economy.
Malt-O-Meal and Minnesota: A History of Success
In the quaint town of Owatonna, Minnesota, a simple yet revolutionary idea took root in the early 20th century. John S. Campbell, hailing from a milling family, set out to transform the mundane breakfast experience. His creation, Malt-O-Meal, began in a modest creamery building, but it was destined for greatness. This essay explores the remarkable journey of Malt-O-Meal, tracing its evolution from these humble beginnings to its thriving presence in Northfield, Minnesota. It’s a story that encapsulates the essence of American ingenuity and perseverance, illustrating how a small-town idea can grow into a beloved national brand.
Exploring the Charm of Northfield, Minnesota
Northfield, Minnesota, is a hidden gem in the Midwest, renowned for its vibrant community, picturesque scenery, and rich history. This charming town, nestled along the banks of the Cannon River, offers a perfect blend of small-town hospitality and cultural richness. Visitors are greeted with a warm, welcoming atmosphere, historic buildings, and a variety of shops and restaurants that cater to every taste.
One of Northfield’s unique attractions is the delightful aroma that wafts through the town from the Malt-O-Meal plant. As you explore the quaint streets, the enticing scent of cereals being made is a constant reminder of the town’s proud manufacturing heritage. It’s an experience that not only tantalizes the senses but also connects visitors to the deep-rooted history of this iconic Minnesota business. Northfield is a must-visit destination for anyone seeking a mix of natural beauty, cultural experiences, and a taste (or scent!) of America’s heartland.
Let’s delve into the fascinating history of Malt-O-Meal, discovering how it all began and how it shaped not just a company, but an entire community in southern Minnesota.
Join Jack and Kitty’s Newsletter!
The Origin of Malt-O-Meal: John S. Campbell’s Innovative Breakfast
John S. Campbell’s journey into the breakfast cereal industry began with a simple desire: to create a breakfast food that was both flavorful and easy to prepare. Growing up in a milling family, Campbell was familiar with the blandness of hot wheat cereal, a staple in many households. This familiarity sparked his ambition to innovate. After numerous experiments, he stumbled upon a winning formula that combined wheat farina with malted barley, giving birth to a new cereal he named “Malt-O-Meal.”
In 1919, determined to share his creation with the world, Campbell founded the Campbell Cereal Company, dedicating it exclusively to the production of Malt-O-Meal. Initially, the operation was a one-man show, with Campbell making and selling his cereal from an old creamery building in Owatonna, Minnesota. The business witnessed significant growth over the years, leading to a relocation to the Simpson Mill in Owatonna in 1925 and eventually settling at the Ames Mill in Northfield in 1927. Northfield thus became the central hub for Malt-O-Meal’s manufacturing.
During its early years, the company’s clientele mainly consisted of grocery stores and food brokers located in Minnesota and northern Iowa. These first customers were introduced to Malt-O-Meal through a combination of direct sales, word-of-mouth recommendations, and product samples. This grassroots approach to marketing played a crucial role in establishing Malt-O-Meal’s presence in the breakfast cereal market.
✔ Don’t miss: Northfield, MN – Let’s Explore Antique Stores
Expansion and Marketing Evolution of Malt-O-Meal
In response to the growing popularity of Malt-O-Meal cereal, the Campbell Cereal Company embarked on an ambitious advertising campaign to reach a wider audience. Throughout the 1920s and 1930s, the company leveraged the power of radio, a dominant medium of the era, by sponsoring popular radio programs. These shows, including “Steamboat Bill,” “Under the Sea with Jack Westaway,” and “Tena and Tim,” not only entertained listeners but also introduced them to Malt-O-Meal, enhancing the brand’s visibility and appeal. The company also utilized toy giveaways as an innovative marketing strategy to boost sales, appealing directly to children and, by extension, their families.
The 1940s marked a new phase in the company’s marketing efforts with the introduction of the slogan “It’s Smooth and Creamy, and Double-Flavored.” This catchy phrase featured prominently on cereal boxes, radio commercials, and local print advertisements, encapsulating the unique qualities of Malt-O-Meal cereal. The era also saw the company’s first national print advertisement in Ladies’ Home Journal in 1946, along with placements in other periodicals. This expansion into national advertising, coupled with the company’s foray into radio and early television commercials, significantly boosted Malt-O-Meal’s sales and production, particularly in the post-World War II American market.
1953 was a pivotal year for the company as it changed its name to the Malt-O-Meal Company, reflecting the singular focus and success of its flagship product. However, the 1960s heralded a new era of diversification for the company. In 1961, it introduced a chocolate-flavored Malt-O-Meal, marking the company’s first successful new product since its inception in 1919. This addition was not just a milestone in the company’s product line but also signaled the beginning of further innovation and expansion in the company’s offerings.
✔ Don’t miss: Northfield, MN – A Musical Jewel: The St. Olaf Christmas Festival
Diversification and Evolution of the Malt-O-Meal Company
The Malt-O-Meal Company entered a new phase of product diversification in 1965 by venturing into the ready-to-eat cereal market with products like Puffed Wheat and Puffed Rice. This expansion necessitated the acquisition of the Northfield Creamery building, which became Malt-O-Meal’s second manufacturing plant in Northfield. This move signified the company’s growing footprint in the cereal industry.
During the late 1960s and 1970s, the company explored beyond the breakfast cereal market. From 1967 through 1981, it experimented with snack foods, producing Soy Town and Soy Ahoy roasted soybean snacks, as well as Pophitt popcorn bunnies and balls. However, these snack products were eventually phased out as the company refocused on its core cereal business.
The 1970s and 1980s saw a significant expansion in Malt-O-Meal’s ready-to-eat cereal lines. The company introduced several new flavors and innovated with packaging, using stay-fresh plastic bags. Notable flavors from this era include Toasty O’s (1975), Sugar Puffs (1980), and Tootie Fruities (1989). The 1990s brought further diversification with the introduction of microwaveable Malt-O-Meal and the manufacturing of store-brand cereals.
After celebrating its seventy-fifth anniversary in 1994, Malt-O-Meal continued to adapt to changing food manufacturing trends. This adaptability was evidenced by the opening of new manufacturing plants in Tremonton, Utah, and Asheboro, North Carolina, during the 2000s. The company also expanded its product line to include organic and natural cereal options, reflecting a growing consumer interest in healthier and more sustainable food choices.
However, in 2012, the company underwent a significant change by rebranding itself as MOM Brands. Despite these efforts to evolve and adapt, MOM Brands faced challenges in the shifting breakfast food market. In 2015, the company was acquired by Post Holdings, Inc., which merged its Post Foods business with MOM Brands to create Post Consumer Brands. Although the Malt-O-Meal Company, as originally founded by John Campbell, ceased to exist, its legacy continues. Post Consumer Brands has maintained production of Malt-O-Meal products in Northfield, ensuring that Campbell’s original malt-flavored hot cereal, along with dozens of other varieties, remains a staple in the breakfast food market.
✔ Don’t miss: Betty Crocker’s Legacy: The Minnesota Roots of a Culinary Legend
Conclusion: The Enduring Legacy of Malt-O-Meal
The story of Malt-O-Meal, from its humble beginnings in a Minnesota creamery to becoming a significant player in the national breakfast cereal market, is a testament to innovation, adaptation, and perseverance. Founded by John S. Campbell in 1919, Malt-O-Meal began as a single-product company with a vision to make breakfast both delicious and convenient.
✔ Don’t miss: Franklin Mars: Minnesota’s Willy Wonka
Over the decades, the company expanded its reach through creative marketing, diversified its product line to include a variety of cereals, and adapted to changing consumer preferences by introducing healthier and organic options. The company’s journey, marked by strategic expansions, product innovations, and eventually its incorporation into Post Consumer Brands, reflects not just the evolution of a business but also the changing tastes and trends in American food culture.
Today, Malt-O-Meal’s legacy continues in Northfield, Minnesota, where its cereals are still produced, ensuring that John Campbell’s vision endures as a cherished part of breakfast tables across the country.
