Postum is a roasted wheat bran and molasses beverage in powder form that can be used instead of coffee, assuming you want it hot. It is deemed by some to have a malty, slightly nutty, and roasted grain flavor. Unlike coffee, it is significantly milder and sweeter than coffee and lacks the bitterness and acidity of coffee, resulting in a smoother, more comforting taste. It is said to be compared to liquid versions of toasted brown sugar or burnt toast with molasses. It can be an acquired taste. Black coffee typically has a dry, bitter finish. In addition to the original flavor, coffee-flavored and cocoa-flavored versions have been introduced. Diehard coffee fans will not be impressed.
Post Cereal Company founder, C. W. Post, developed the caffeine-free beverage in 1895. As a student of Dr. John H. Kellogg, who deemed caffeine to be unhealthy, Postum was marketed as an alternative to coffee. Some religions did not recognize coffee as a healthy beverage because of the dangers of caffeine addiction. Postum to the rescue. Decaffeinated coffee was nearly unheard of after its initial circa 1910 introduction to America. The drink was a common staple for many in the early twentieth century, and it was the closest thing to coffee available during the 1940s.
Eventually, Post Cereal Company became General Foods and merged into Kraft Foods Inc. Eliza's Quest Foods assumed the trademark rights and secret recipe in 2012 and is still touted as a trendy, wholesome beverage for those who have never darkened the door of a Starbucks. Sold in select food stores nationwide, the drink is pricey and hard to find if on a top shelf.
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