Cereal knockoff specialist MOM Brands (formerly Malt-O-Meal) takes market share away from giants...
Monday, June 25, 2012, 10:18 AM ETCereal knockoff specialist MOM Brands (formerly Malt-O-Meal) takes market share away from giants General Mills (GIS -0.4%), Kellogg (K -0.3%), and Post Holdings (POST -3.5%) as more consumers latch on to the company's value-oriented proposition with its cereals. The privately-owned company has similar products to rivals in name and substance, at an average cost per ounce that's 20%-25% lower. The secret formula: Malt-O-Meal's advertising budget is only a fraction of what the big boys spend.
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