Malt-O-Meal

What Malt-O-Meal does

Malt-O-Meal is a US bagged breakfast cereal brand established in 1897, currently operated as a brand under Post Consumer Brands, LLC (a subsidiary of Post Holdings). The brand markets 28 distinct cereal varieties in bagged format, organized across marshmallow, gluten-free, honey-flavored, and heart-healthy categories, with heritage names including Frosted Flakes (introduced in the 1950s), Cinnamon Toasters, Coco-Roos, and Marshmallow Mateys. Its defining proposition is value: the bagged format replaces traditional boxed packaging, allowing larger unit sizes at lower per-ounce prices, with messaging centered on "big value by the spoonful, big savings by the bag." Products carry certifications including kosher and gluten-free where applicable, and the brand backs quality with a Taste Guarantee reimbursement policy.

The core technology is conventional cereal manufacturing and food processing; there is no proprietary digital platform, software product, or AI component disclosed. Marketing and consumer engagement are run through the maltomeal.com website (product pages, store locator, and a recipe library) plus organic social channels on Facebook, Instagram, and YouTube. Distribution is US-only and runs through mainstream grocery retail chains plus online retail, with no international markets served.

Commercially, Malt-O-Meal is a business-to-consumer brand that monetizes through one-time retail purchase of bagged cereals, with pricing set at the retailer level rather than disclosed publicly. Customer segments are families seeking affordable variety and value-conscious consumers prioritizing savings. The brand carries no external institutional investors, has no disclosed funding rounds, and operates as a private label inside Post Consumer Brands with no standalone revenue or headcount disclosures.

Name

Malt-O-Meal

Legal name

Post Consumer Brands, LLC

Website

https://maltomeal.com

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

11–50 employees

Short description

Malt-O-Meal is a US bagged breakfast cereal brand, founded in 1897 and operated under Post Consumer Brands, LLC, selling 28 value-priced cereal SKUs through grocery retail and online channels to families and budget-conscious consumers.

Ownership category

akta.pro rank

Product category

Breakfast Cereals

NAICS

Breakfast Cereal Manufacturing (31123)

SIC

Grain Mill Products (2040)

akta.pro primary industry

Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)

Keywords

• Bagged breakfast cereals
• Family breakfast foods
• Value-priced cereals
• Gluten-free cereals
• Marshmallow cereal varieties

Headquarters

HQ city

Lakeville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Cereal Product Sales: Malt-O-Meal generates revenue through the sale of bagged breakfast cereals across various product lines including marshmallow cereals, gluten-free options, and honey-flavored varieties. Products are sold as one-time purchases through retail grocery stores and online channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Malt-O-Meal manufactures and sells a portfolio of bagged breakfast cereals under the Malt-O-Meal brand, offering approximately 28 distinct varieties including marshmallow, gluten-free, and honey-flavored cereals. Products are positioned as a value-priced alternative to boxed cereals, sold through U.S. retail grocery stores and online channels.

Product overview

Malt-O-Meal is a breakfast cereal company offering a portfolio of bagged cereals under the Malt-O-Meal brand. The product line consists of 28 distinct cereal varieties sold in bag format, emphasizing value pricing and family-friendly flavors. The portfolio includes: Berry Colossal Crunch, Tootie Fruities, Apple Zings, Chocolate Marshmallow Mateys, Chocolatey Chip Cookie Bites, Cinnamon Toasters, Coco-Roos, Cocoa Dyno-Bites, Crispy Rice, Frosted Flakes, Frosted Mini Spooners, Fruity Dyno-Bites, Golden Honey O's, Golden Puffs, Honey Buzzers, Honey Graham Toasters, Honey Nut Scooters, Marshmallow Mateys, Oat Blenders with Almonds, Oat Blenders with Honey, Peanut Butter Cups, Raisin Bran, S'mores, Strawberry Cream Mini Spooners, and Waffle Crunch. Products are organized into categories including Marshmallow Cereals, Gluten-Free Cereals, and Honey-Flavored Cereals. The company also provides a Taste Guarantee policy and cereal-based recipes on their website.

Differentiator

Problem solved

Functional benefit

Products and services

• Berry Colossal Crunch Cereal

Quantifiable outcome

• Taste Guarantee policy offering reimbursement for dissatisfied customers demonstrates confidence in product quality

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Others

• 365 by Whole Foods Market: Amazon-owned private label with a broad cereal assortment priced competitively against Malt-O-Meal on grocery shelves. Represents the private-label competitive threat most directly in the value-tier bagged cereal segment.

Direct peers

• Kellanova: Spun off from Kellogg's in 2023, Kellanova holds the US/global cereal portfolio including Frosted Flakes, Froot Loops, and Special K. Most direct competitor in mass-market bagged and boxed cereals with overlapping product flavors and household positioning.
• B&G Foods: Owns Cream of Wheat, the most direct heritage hot cereal competitor to original Malt-O-Meal. Also holds other breakfast-adjacent brands and competes in similar value-priced, nostalgia-driven cereal segments.

Emerging players

• Nature's Path: Independent organic and non-GMO cereal brand competing in the same grocery aisle with a more premium, health-forward positioning. Comparable in SKU diversity and direct-to-consumer emphasis but targets higher-income, health-conscious shoppers.
• Bob's Red Mill: Specialty grain and breakfast products company with overlapping hot cereal and oat-based offerings. Comparable heritage brand positioning and grain-milling foundation, though distribution leans specialty and natural channels.
• Cascadian Farm: Organic cereal brand owned by General Mills. Competes in similar product categories (e.g., Cascadian Farm cereals overlap with Malt-O-Meal's gluten-free Dyno-Bites line) with a premium organic positioning.

Regional players

• Weetabix: UK-based breakfast cereal company with a similar heritage, value-positioned biscuit-cereal portfolio. Operates predominantly in the UK and does not directly compete in the US market, but is comparable in product format and value-tier strategy.

Broad incumbents

• Post Consumer Brands: Parent company of Malt-O-Meal and owner of Post, Honey Bunches of Oats, Pebbles, Great Grains, and a large portfolio of private-label and licensed cereals. Sibling-brand competition within the same shelf space.
• General Mills: Cereal giant owning Cheerios, Lucky Charms, Cinnamon Toast Crunch, Cascadian Farm, and Annie's. Overlaps directly with Malt-O-Meal's flavor and category positioning, with much larger scale and broader portfolio.
• PepsiCo (Quaker): Owns Quaker Oats, including hot cereals, Chewy granola bars, and instant oatmeal. Directly competes with Malt-O-Meal's heritage hot-cereal roots and current cold cereal portfolio under a much larger CPG umbrella.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@maltomealcerealsocial
• Facebookfacebook.com/MaltOMealFanPage
• Instagraminstagram.com/maltomealcereal/?hl=en
• Xx.com/MaltOMealCereal

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Malt-O-Meal