| HBS Case Collection
(Revised from original 2005 version)
In 1906, C.W. Post had to move his latest breakfast product--corn flakes--from store shelves into cereal bowls nationwide. Post genuinely believed his corn flakes and other breakfast foods would make people well. Through sampling and other innovative sales and marketing techniques, Post convinced consumers and grocers to buy Postum and Grape-Nuts--which generated millions in profits for the Postum Cereal Co. But not Elijah's Manna--the brand name that Post put on his corn flakes boxes when his company introduced the product in 1904. Two years later, it was clearly not selling. To make matters worse, other cereal companies in the burgeoning Battle Creek area where Post's foods were manufactured were cornering the market, in particular, Kelloggs. How was Post going to convince consumers that his corn flakes were better than the rest?
Innovation and Invention;
Brands and Branding;
Food and Beverage Industry;
Nohria, Nitin, Anthony Mayo, and Mark Benson. "C.W. Post." Harvard Business School Case 406-063, April 2011. (Revised from original December 2005 version.)