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Cereal knockoff specialist MOM Brands (formerly Malt-O-Meal) takes market share away from giants...

Cereal 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.
Comments (5)
  • Yup I just picked up two boxes of their cereal for only $.99 per. Only caveat is that I have until 4th of July before the expiration date. Eat fast, die old.
    25 Jun 2012, 10:26 AM Reply Like
  • There is no doubt that MOM can make money, especially in our current environment where so many are looking to cut costs where possible. If the economy improves, I believe you will see a swing back toward the big boys. As a consumer, I've tried the "off brand" and store brand cereals. Compared to Cheerios, for example, I have yet to find a cheaper brand that even comes close. In fact, I find some of them to be not good. If I can afford Cheerios, I'm going to buy Cheerios.
    25 Jun 2012, 10:26 AM Reply Like
  • GIS is focused on gay marriage instead of cereal - ok SA editors go ahead delete my post
    25 Jun 2012, 10:41 AM Reply Like
  • Same situation with store brands. Similar and cheaper. Some (perceived) additional quality with the major brands but beggars shouldn't be choosers.
    25 Jun 2012, 10:44 AM Reply Like
  • With the massive ramp up in the [no job - no steady income] crowd, you would think that the food pantries would be buying more and more of this cheaper brand in bulk, since they get more bang for the buck.
    25 Jun 2012, 10:52 AM Reply Like
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