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

|By:, SA News Editor

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.