UPDATED: Malt-O-Meal Changes Its Name

Malt-O-Meal on Tuesday announced it has changed its corporate name to MOM Brands, Co.

The change reflects the company's growth since launching in 1919 as a one-product company. It now produces 10 brands of cereal and will continue to produce its Malt-O-Meal brand.

“Our new corporate identity is a better fit for the wide range of products that we now offer,” says Chris Neugent, MOM Brands chairman and CEO, in a press release. “We approach our business differently than our competitors, and that is what makes us so successful. We’re committed to producing high quality cereal, making our retail customers profitable, and saving families money.

“Malt-O-Meal will continue to be a brand name we sell, but it will no longer be our company name,” says Neugent. “We’re not the same company we were 10 years ago, and we wanted a name to reflect the company we’ve grown to be. MOM Brands is a great platform for all of our brands.” 

Malt-O-Meal has two facilities in Northfield where many of its brands are made.

Company officials told the Northfield News that the city's two facilities will not be effected other than employees getting used to a new name.

“We still fully intend to be a strong part of the community,” said Tim Geary, plant manager.

Malt-O-Meal is Northfield's largest employer with 861 employees, according to the Northfield Area Chamber of Commerce.

According to the release:

MOM Brands has experienced steady and strong growth in a category that has been flat for the past decade. MOM Brands now holds the No. 3 spot in the cereal category, beating Post Cereal pound sales for the latest 52-week period of 2011.  Furthermore, the company has tripled its market share in the last several years, all without traditional CPG marketing tactics such as television advertising and Sunday circular coupons. The company’s sales in pounds were up 5.8 percent in 2011.

“Today, cereal is the third largest dry grocery category—$8 billion annually—but it is also a category that has been flat for the last decade. But at MOM Brands, sales are up,” says Neugent. “Over the last few years, we have more than tripled our market share and we now have more ready-to-eat brands in the top 50 cereal best sellers than either Post or Quaker. We are outperforming the competition and saving consumers money in the process.”

Watch a video about the change by clicking on the image.

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