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Lesser Tedium

"So many people still wanted it, and they didn't think they could get it anymore."

— June Rust, the cofounder of Eliza’s Quest Foods, the current manufacturers of Postum, discussing the low-key success of the revived brand with Industry Dive. Postum is a caffeine-free coffee substitute whose existence dates to the turn of the 20th century, with its invention credited to C.W. Post himself. However, it was taken off the market by Kraft around 2007.


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