For generations, Postum has been known as a wholesome, caffeine-free alternative to coffee—a staple in American households during both world wars, a favorite of health-conscious parents, and even a nostalgic memory for baby boomers. But as the world of beverages evolves with trendy cold brews, plant-based lattes, and functional drinks, many long-time fans are wondering: Is Postum still available?
The short answer is yes—but with caveats. Postum has faced closures, comebacks, and shifts in production, but it has never fully vanished from American pantries. This article dives deep into the current availability of Postum, its rich history, the reasons behind its turbulent journey, and what modern consumers can expect today.
A Brief History of Postum: From Health Tonic to Household Name
Before we address its current status, it’s important to understand where Postum came from—and why it captured the hearts (and kitchens) of millions.
The Birth of a Health Movement
Postum was invented in 1895 by C.W. Post, a former patient of Dr. John Harvey Kellogg at the Battle Creek Sanitarium in Michigan. Deeply influenced by Kellogg’s vegetarian, caffeine-free, and health-focused lifestyle, Post set out to create a coffee substitute that aligned with these principles. He named his invention “Postum”—a fusion of his surname and the Latin word “post,” suggesting something that comes after coffee.
The product was made from roasted wheat bran, wheat, and molasses, offering a rich, malty flavor without the jittery effects of caffeine. Marketed as “Baker’s Granulated Nerve Food,” it was promoted as a health tonic that improved digestion, boosted energy, and supported a clean lifestyle.
The Rise to Popularity
By the early 20th century, Postum was a cultural phenomenon. Its success rode the wave of temperance, health reform, and anti-caffeine sentiment sweeping through America. Advertisements often warned that caffeine “poisoned” the nerves and that drinking coffee was a habit of the “unenlightened.”
Through clever marketing campaigns—including the iconic slogan “There’s a Rhythm in a Cup of Postum”—the drink gained mass appeal. At its peak, Postum was the third most consumed beverage in the United States, trailing only coffee and tea.
Beloved by Wartime Families
Postum’s popularity surged during both World Wars. With coffee supplies limited due to rationing and overseas trade restrictions, families turned to Postum as an accessible and patriotic choice. It became a symbol of frugality, sacrifice, and domestic resilience.
Post’s company, the Postum Cereal Company (which later became General Foods Corporation), thrived. The brand expanded into radio advertising with the “Postum Family” radio show in the 1930s—a serialized drama that attracted millions of listeners and further cemented Postum’s place in American culture.
Postum’s Decline and Discontinuation: What Went Wrong?
Despite its early success, Postum’s trajectory began to nosedive in the latter half of the 20th century.
Changing Consumer Tastes
As American lifestyles grew faster-paced, the demand for convenience, bold flavors, and energy-boosting stimulants increased. Coffee—once the villain in Postum’s advertising—became chic and associated with productivity and sophistication. Instant coffee, espresso bars, and eventually Starbucks reshaped the beverage landscape.
Postum’s image as a “grandma’s drink” or a “fringe health tonic” made it difficult to attract younger consumers. Its flavor profile—earthy, slightly sweet, and reminiscent of cereal—no longer resonated in a market that craved complexity and indulgence.
Corporate Shifting and Declining Sales
In 2007, Kraft Foods (the successor to General Foods) announced it was discontinuing Postum due to declining sales and shifting brand priorities. The company cited low market demand and limited distribution as reasons for the decision. After more than a century on the shelves, Postum seemed to be gone for good.
This decision devastated fans across the country. Nostalgia-driven blogs, Facebook groups, and petitions sprang up pleading for its return. Many older Americans remembered the comforting aroma wafting from their childhood kitchens, while others valued it for medical reasons—such as avoiding caffeine during pregnancy or managing anxiety.
The End of an Era?
For nearly a decade, Postum vanished from mainstream retail. Only vintage cans or third-party resellers offering overpriced, expired stock remained online. It appeared that the brand had quietly faded into history—until an unexpected revival happened.
Postum Reborn: The Modern Attempt at a Comeback
In 2012, a group of American investors purchased the rights to the Postum brand and relaunched it under a new company: Postum LLC. This wasn’t a venture backed by a major corporation, but rather a grassroots effort by enthusiasts committed to preserving the iconic beverage.
Where to Buy Postum Today
Postum is once again officially available, though not in the way it once was. You won’t likely find it on the shelves of your local Walmart or Kroger. Instead, the brand operates primarily through its official website: www.drinkpostum.com. Here’s what consumers can currently purchase:
- Classic Original Roast – The nostalgic version, made from roasted wheat, wheat bran, and molasses.
- Healthy Roast – A slightly updated formula with added inulin (a prebiotic fiber) and no added sugar.
- Single-serve sample packs and multi-can bundles.
While availability is limited, the brand has worked hard to keep the recipe as close as possible to the original 1930s version—without artificial additives or preservatives.
The Role of Online Marketplaces
In addition to the official website, Postum can be found on:
- Amazon – Sellers list both official new cans and older vintage-style packaging. Be cautious of expiration dates and pricing markups.
- eBay – Often features collectors’ tins or discontinued versions, sometimes at premium prices.
- Walmart.com and other online retailers – Occasionally carry the product through third-party resellers.
However, it’s important to note that availability fluctuates. Production runs are limited, and supply can be inconsistent—especially during high-demand periods.
Who Still Drinks Postum? Understanding the Modern Consumer
While not mainstream, Postum has a loyal following. Various consumer groups continue to drink it for specific reasons:
Individuals Avoiding Caffeine
The most significant group of Postum drinkers today are those who must or choose to avoid caffeine. This includes:
- Pregnant and nursing women
- People with anxiety disorders or panic attacks
- Individuals with heart conditions or high blood pressure
- Those seeking a warm beverage before bedtime
Postum offers the comfort and ritual of coffee drinking—without the stimulating effects.
Nostalgia and Cultural Memory
For many older Americans, Postum isn’t just a drink—it’s a relic of their youth. Some remember their parents or grandparents sipping it at breakfast, swearing by its “cleansing” properties. These consumers often seek Postum to reconnect with childhood memories or to share a piece of family history with younger generations.
Health and Wellness Enthusiasts
While not a nutrient-dense superfood, Postum’s simple ingredients appeal to some clean-eating advocates. The Healthy Roast version, with added prebiotic fiber, has been marketed toward digestive health fans. However, dietitians caution that it should not be viewed as a health supplement—rather, a warm, low-intervention beverage.
The Truth About Modern Postum: What’s Different?
Consumers who return to Postum after decades may notice subtle differences in flavor, formulation, and availability. Here’s what to know:
Ingredients and Formula
The original Postum formula, as introduced in the early 1900s, was largely unchanged for nearly 80 years. Today, the composition is:
- Roasted wheat
- Wheat bran
- Molasses
The current version does not contain acrylamide-reducing agents, MSG, or artificial flavors. Critics note that the flavor is slightly less robust than vintage versions, possibly due to modern roasting techniques or ingredient sourcing constraints.
Packaging and Presentation
Gone are the elaborate labels and vintage cursive fonts of the mid-century Postum cans. Today’s packaging is simple, functional, and designed for online shipping. The cans are smaller (typically 7.5 oz) and feature modern allergy and ingredient disclosures.
No Mass Retail Presence
Unlike its heyday, Postum is not distributed through national grocery chains. This can make access challenging—especially for those without reliable internet or who prefer in-person shopping.
Can Postum Compete in Today’s Beverage Market?
The revival of Postum is impressive, but can it survive long-term in a world of oat milk lattes, mushroom coffee, and energy shots?
The Challenge of Brand Awareness
Most younger consumers have never heard of Postum. Brand recognition is low outside of niche markets and older demographics. The lack of mass advertising, celebrity endorsements, or social media buzz limits its growth potential.
Competition from Modern Alternatives
Today’s caffeine-free beverage market is crowded. Consumers have many alternatives, including:
| Alternative | Base Ingredients | Perceived Benefits |
|---|---|---|
| Chicory coffee | Roasted chicory root | Digestive support, coffee-like bitterness |
| Dandelion root tea | Roasted dandelion root | Detox claims, liver support |
| Barley-based drinks (e.g., Ovaltine, Horlicks) | Barley malt, milk solids | Nutritious, warming, often fortified |
| Herbal coffee blends | Mix of roots, grains, and herbs | Functional ingredients (turmeric, ashwagandha) |
While these options may not carry the historical weight of Postum, they offer modern textures, diverse flavors, and alignment with current wellness trends.
The Opportunity for Niche Appeal
Postum’s best chance for survival lies in carving out a unique niche. It is not trying to be coffee—nor is it claiming to enhance performance or longevity. Instead, its selling points are:
- Nostalgia – Authentic connection to American history.
- Simplicity – A short, recognizable ingredient list.
- Comfort – It mimics the ritual of coffee without the jitters.
With a targeted marketing strategy, Postum could appeal to micro-communities such as retro food lovers, natural-living advocates, or parents seeking safe bedtime drinks for kids.
How to Use Postum in Modern Life
Wondering what to do with a can of Postum once you’ve got it? It’s more versatile than you might think.
Classic Preparation
The traditional recipe is simple:
- Boil water.
- Stir 1 teaspoon of Postum into a mug.
- Add hot water and stir until dissolved.
- Enjoy plain, with milk, or sweetened to taste.
Many fans prefer it with warmed almond or oat milk for a creamier, richer experience.
Creative Uses Beyond the Mug
While drinking it hot is the norm, some modern users experiment with Postum in recipes:
- Baking – Adds depth and a coffee-like flavor to chocolate cakes and brownies.
- Oatmeal enhancer – Stir a spoonful into morning porridge for a nutty flavor.
- Smoothie booster – Mix a small amount into fruit-based smoothies for earthy complexity.
It’s not a flavor powerhouse like espresso, but it can lend a subtle, toasted note to various dishes.
The Future of Postum: Will It Last?
The revival of Postum is a testament to emotional resonance and cultural memory. However, long-term sustainability depends on several factors.
Scaling Production and Distribution
To survive beyond niche markets, Postum would need to expand production and negotiate shelf space with retailers. This requires significant investment, marketing, and distribution partnerships—challenges for a small private company.
Modernizing Without Selling Out
There’s a fine line between modernization and losing authenticity. Introducing flavors like “vanilla almond” or “maple cinnamon” might attract new users but alienate loyalists who value tradition. Any innovation must balance progress with heritage.
Engaging the Next Generation
To ensure survival, Postum must find ways to educate younger audiences. This could include collaborations with food historians, presence on TikTok and Instagram, partnerships with cafes offering “retro” menu items, or inclusion in vintage-themed gift boxes.
Conclusion: Is Postum Still Available—and Is It Worth It?
After a rocky journey from glory to near-extinction and back again, the answer is clear: yes, Postum is still available. While you can’t grab a can at every convenience store, it is actively produced and sold through its official website and select online retailers.
For consumers seeking a caffeine-free alternative rooted in history, Postum offers more than just a drink—it offers a connection to a bygone era, a break from modern stimulation, and a taste of wholesome simplicity.
Is it perfect? No. Does it taste exactly like your grandma’s version? Maybe not. But for those who value tradition, comfort, and a moment of quiet ritual, Postum remains a unique and meaningful choice in a noisy beverage world.
So, if you’re wondering whether that familiar brown can still be found—yes, it’s out there. And for many, sipping a cup of Postum isn’t just about avoiding caffeine. It’s about savoring a piece of American heritage, one warm, grainy spoonful at a time.
Is Postum still being manufactured and sold today?
Yes, Postum is still available, although its production and distribution have changed significantly over the years. After being discontinued by Kraft Foods in 2007 due to declining sales, the brand was acquired in 2012 by Eliza’s Quest Foods. This company revived Postum with updated formulations and began producing it under the Postum name once again. Today, Postum is manufactured as a roasted grain beverage made primarily from roasted wheat bran and molasses, staying true to its original concept of offering a caffeine-free coffee alternative.
The product is now marketed with a renewed focus on health and wellness, emphasizing its naturally caffeine-free composition and suitability for people avoiding coffee for medical or personal reasons. It is available for purchase primarily through online retailers such as the official Postum website, Amazon, and select health food stores. While it no longer enjoys mass-market availability on grocery store shelves as it did in the mid-20th century, dedicated fans and new consumers can still access it with relative ease through digital channels.
Why was Postum discontinued in the first place?
Postum was discontinued by Kraft Foods in 2007 largely due to declining consumer demand and shifting beverage trends. As coffee culture evolved and more specialty coffee options became available, interest in coffee substitutes like Postum waned. The brand had maintained a loyal but niche following, which wasn’t sufficient to justify continued large-scale production and distribution. Additionally, low sales volume and high operational costs contributed to the decision to cease manufacturing under the Kraft umbrella.
Furthermore, Kraft was streamlining its product portfolio to focus on more profitable and widely consumed brands during that time. Postum, once a household staple, had become a relic of an earlier era, often associated with older generations. Without significant investment in marketing or product innovation, the brand struggled to appeal to younger demographics. Its discontinuation reflected broader market changes rather than any inherent flaw in the product itself, setting the stage for a potential revival by a company willing to cater to a health-conscious niche market.
Who currently owns and produces Postum?
Postum is currently owned and produced by Eliza’s Quest Foods, a company founded by entrepreneur Robert W. Harris, who acquired the rights to the brand in 2012. Harris, a former executive in the coffee industry, recognized a growing interest in caffeine-free and healthier beverage alternatives. He sought to reintroduce Postum with updated packaging and quality improvements while preserving its classic taste and core values. Eliza’s Quest Foods operates with a mission to revive nostalgic brands that serve dietary and lifestyle-specific consumer needs.
The company reformulated Postum slightly to meet modern food safety and quality standards, though it continues to use traditional ingredients like roasted wheat bran and molasses. Eliza’s Quest Foods promotes Postum not only as a historical beverage but also as a solution for people avoiding caffeine due to health issues such as anxiety, high blood pressure, or pregnancy. By focusing on direct-to-consumer sales and online platforms, the new owners have positioned Postum as a specialty product appealing to both longtime fans and those newly exploring non-caffeinated drink options.
What are the key ingredients in modern Postum?
Modern Postum consists primarily of roasted wheat bran, sugar, and molasses, maintaining much of the original formula that made it popular in the 20th century. These ingredients are carefully blended and roasted to create a rich, coffee-like flavor without including any coffee, tea, or caffeine. The process mimics the roasting of coffee beans, producing a warm, earthy aroma and a dark brown color that resembles brewed coffee when prepared. The simplicity of the ingredient list appeals to consumers looking for natural and recognizable components in their beverages.
Eliza’s Quest Foods has ensured that the current version of Postum remains free from artificial flavors, preservatives, gluten (with certification in newer batches), and common allergens. The molasses adds a subtle sweetness with a hint of depth, while the roasted wheat bran provides flavor and body. Although it does contain sugar, the product caters especially to those seeking caffeine-free alternatives, including pregnant women, individuals with sensitivity to stimulants, and people practicing dietary restrictions that exclude caffeine. Its wholesome profile supports its positioning as a healthier, nostalgic option in today’s beverage market.
How does Postum compare to coffee in taste and experience?
Postum offers a unique flavor profile that resembles coffee in aroma and mouthfeel but lacks coffee’s bitterness and caffeine content. The roasted grains impart a toasty, slightly sweet taste with notes of malt and molasses, which many describe as comforting or reminiscent of cereal or baked goods. While it doesn’t replicate the complex acidity or floral notes of specialty coffee, it provides a warm, satisfying beverage experience that coffee drinkers can appreciate, especially in the morning or as a bedtime alternative.
The experience of drinking Postum is similar to that of coffee in that it’s typically served hot, black, or with milk and sweetener according to personal preference. Its soluble powder form dissolves easily in hot water, making preparation quick and convenient. However, because it contains no caffeine, drinkers won’t experience the stimulating effects associated with coffee. This difference is a benefit for many users, particularly those seeking a comforting ritual without the jitters or sleep disruption. For fans of retro flavors and caffeine-free living, Postum delivers a nostalgic and functional alternative.
Where can I buy Postum today?
Postum is primarily available for purchase online, including through the official Postum website operated by Eliza’s Quest Foods. It can also be found on major e-commerce platforms like Amazon, where various sizes and packaging options are offered. Some health food stores and specialty retailers may carry Postum, particularly those focusing on natural, caffeine-free, or dietary-restricted products. Availability in brick-and-mortar supermarkets is limited, so online channels remain the most reliable source for obtaining the product consistently.
Customers can typically buy Postum in canisters ranging from 8 to 18 ounces, providing dozens of servings per container. Subscriptions and bulk purchasing options are available for regular users, often with discounts and free shipping incentives. Eliza’s Quest Foods also occasionally runs promotions or offers sample sizes to attract new customers. International shipping may be available through select vendors, though import regulations on food products should be verified. With a focus on digital sales, the brand ensures accessibility despite no longer being a mainstream grocery item.
Is Postum a healthy alternative to coffee?
Postum can be a healthy alternative to coffee for individuals avoiding caffeine for medical, psychological, or lifestyle reasons. Because it is naturally caffeine-free, it’s suitable for people with conditions such as insomnia, anxiety, or heart palpitations, as well as pregnant women advised to limit stimulant intake. The beverage contains no artificial ingredients and is made from simple, plant-based components—namely roasted wheat bran and molasses—which offer a degree of dietary fiber and natural sweetness. This makes it a gentler option for those with sensitive stomachs that may react poorly to coffee’s acidity.
However, it’s important to note that Postum does contain sugar, so individuals managing blood sugar levels or following low-sugar diets should consume it mindfully. While it is not a significant source of vitamins or other nutrients, it poses minimal health risks when consumed in moderation. Compared to sugary soft drinks or energy beverages, Postum is a much more favorable hot drink alternative. For those seeking a comforting, coffee-like beverage without the jolt of caffeine, Postum offers a safe and nostalgic option that aligns with a balanced and intentional lifestyle.