CW Post History of Success
Our company would have never been this successful without the great business decisions and commitment to our values. Through hard losses and great gains, we have finally surpassed every cereal brand in Japan, and revolutionized the Japanese food industry. Our efforts have not failed us and will forever commit to the vision of our founder, Robert E. Lamb. See our story below.
Early Days
In 1854, lawyer and inventor Adam L. Jones and his business partner William Henry Ford invent a machine that shreds whole wheat, creating the first shredded wheat cereal. At this moment, the food industry all over america has changed forever.
Post Food's foundation first begins when founder, Robert E. Lamb makes the first batch of cereal. He saw that his community needed more carbohydrates, and was looking for a new source of food when he first hears about the new food called "cereal". His cereal becomes widely loved by the community around him and he decided to build a company, Post Foods. The cereal became a nation-wide sensation in North America, however, after his death, there was no one else to take his seat.
In 1967, Sharma Darra, decided that he would reinnovate and reincarnate Post Foods, and makes the first brand cereal of C.W. Post. However, the company did not succeed due to poor packaging and lack of advertisement. He wanted to diversify and spread the C.W. Post cereal to Japan, but failed miserably and had continual failed products.
21st Century
In 2016, Nicholas Popov, a Yale Graduate with a economics degree took the thrown of Post Foods Japan and started to reinvent the cereal box. The Japanese subsidiary of Post Foods was a small business at first, but with clever advertisements and the right promotional ideas led to the increase in company's growth.
To seek more customers, Nicholas Popov and his team redesigned the cover of the cereal to make the cereal more apealing to the customers in Japan. Hence, the first C.W. Post family was born. From then on, Post Foods designed cereals such as the Honey Bunch Oats and Alpha Bits.
Following these cereal's success, they made few promotions to events such as the 2016 Olympics and the 2017 Rugby World Cup. This took on a huge success and later developed our first protein bar and energy bar. With it's high-nutrituonal value, the food bar quickly becomes popular amongst atheletes. This leads to the support and sponsorship of the 2020 Olympics held in Tokyo.
By the time it was 2020, the company size has grown to a point where Post Foods and Kellogg's were tied. With 2020 Olympics promotion, we finally surpassed Kellogg's and became the leading brand for cereals.
Each day, Post will continue to work towards our tradition of bringing innovative and delicious products to Japan’s breakfast tables.
