Malt-O-Meal Co. is launching a marketing campaign to promote its Better Oats brand of instant oatmeal that takes a stab at rival Quaker Oats Co.,
the
Minneapolis/St. Paul Business Journal
reported.
The campaign will start in Quakertown, Pa., and move to Philadelphia (home of the University of Pennsylvania Quakers), the Quaker Square Inn in Akron, Ohio, and Chicago (where Quaker is based). The final stop is Minneapolis, where Malt-O-Meal is headquartered, the journal reported.
Better Oats, Malt-O-Meal’s first instant oatmeal brand, debuted last spring, the report noted.
Malt-O-Meal has been a growing presence in the cereal universe. Last year it acquired the Farina Mills hot cereal brand from U.S. Mills, and opened a new factory in Asheboro, N.C. …
The article noted that in 2002, Malt-O-Meal acquired Quaker’s bagged cereal business. Quaker is part of PepsiCo Inc.
Malt-O-Meal is privately owned by members of the Brooks and Fort families, descendants of John Campbell, who founded the company in 1919. (Source:
Minneapolis/St. Paul Business Journal,
Sept. 2, 2010.)
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