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In the early 1890s, Post developed a popular caffeine-free coffee substitute called Postum and later made a fortune on breakfast cereals such as Grape Nuts and Post Toasties.
A subsequent ad campaign generated another catchphrase, as Euell Gibbons became the spokesperson for the brand, promoting Grape-Nuts as the "Back to Nature Cereal".
Grape-Nuts, an American breakfast cereal made from baked and ground grain (1897)