Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

MOM? Malt-O-Meal Is Going Maternal

Breakfast Brand Changing Its Name to Reflect Bigger Portfolio

By Published on .

MOM! It's what's for breakfast!
MOM! It's what's for breakfast!
Breakfast-food marketer Malt-o-Meal is renaming itself "MOM Brands" as part of a corporate rebranding effort aimed at bringing more exposure to its growing stable of breakfast offerings.

"Our new corporate identity is a better fit for the wide range of products that we now offer," Chris Neugent, MOM Brands chairman-CEO, said in a statement.

The Minnesota-based company, named an Ad Age Hottest Brand last year, once sold only Malt-O-Meal Hot Wheat cereal. Today its brands include Better Oats instant oatmeal and Mom's Best Naturals, a line of cereals marketed as free of artificial ingredients, flavorings, coloring, and preservatives. No brand names will change.

While "MOM" might sound like an appeal to grocery-buying moms, that is not what's behind the change.

"Malt-O-Meal decided that it didn't make sense to go by a name that was tied to just one of its brands, and 'MOM' was how the company referred to itself internally for years, so it felt like a very natural and organic transition for the company," said a spokeswoman in an email.
Most Popular