The vilification of food is something Americans do all too well. Many food items have swung back and forth between villain and savior (Harvey Levenstien wrote a great book about this: Fear of Food A History of Why We Worry About What We Eat). Caffeine has long been one of the most popular targets and perhaps no one did more to try to destroy the reputation of coffee than the man who brought us Grape Nuts: C.W. Post. If you’ve ever wondered why Grape Nuts has that strange, indiscernible but slightly gravely taste it’s because it originally wasn’t meant to be a cereal at all, but rather a coffee substitute–one of Posts’ many efforts to rip off Kellogg’s creations.
Riding on the wave of the success of Grape Nuts and new health concerns over coffee, which he called a “drug drink,” Post developed another coffee alternative made from roasted grains called Postum. In his book, Uncommon Grounds, Mark Pendergrast argues that Posts’ ability to use bogus health jargon while appealing to people’s fears and snobbery paved the way for modern consumer advertising practices. Post himself was likely influenced by Coke’s ads in the 1880′s promoting the drink as a “brain tonic.” Post promised that drinking Postum would put consumers on the “road to Wellville,” and as this ad contends, would also rebuild one’s nervous system from the effects of “the old poison–caffeine,” and win over one’s husband to boot! In the end, commerce won out over caffeine ideology. C.W. Posts’ daughter took over the company following his death and bought Maxwell House in 1928.