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40% Bran Flakes (Post)
40% Bran Flakes (Post)
Introduced in 1922
Post 40% Bran Flakes cereal was introduced in 1922 by the Postum Cereal Company. The Postum Company became part of the General Foods Corporation, which in turn joined forces with Kraft Foods, who currently own the Post Cereal brands.
The early slogan for this cereal was "Life is swell... when you keep well." Ads promoted Post's 40% Bran Flakes as having 3 extra benefits over existing cereals: 1) Your Daily Bulk - because it contained bran, "a natural regulator to help protect against sluggishness due to lack of bulk in your daily diet"; 2) Valuable Food Essentials - because it was made with "sun-ripened wheat" and supplied you with "phosphorous for the teeth and bones... iron for the blood... and Vitamin G!"; and 3) Vitamin B1 Generously Added - this was touted as "a third extra benefit at no extra cost."
A 1934 ad for the cereal suggested that "feeling slow, low and generally no good" might caused by "a sluggish intestine" and hinted that Post 40% Bran Flakes could increase "Git-Up-And-Go". According to the ad, "a lot of people are inclined to call (this cereal) the most delicious cereal they know."
In 1979, the first 5 ingredients listed for this cereal were bran flakes with other parts of wheat, sugar, flavoring, corn syrup and salt.
Click here to see all cereals from Post.
This cereal belongs to the following Mr Breakfast Cereal Families:
The Bran-tastic Cereal Family
Additional Images
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The Strange Case Of Mary 40% Bran Flakes Ad
Submitter: Mr Breakfast
Uploaded: 9/5/2008
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Comments About This Cereal
What do you think of 40% Bran Flakes (Post)?
Overall Average Rating = 5 (out of 5)
View all 60 comments for this cereal.
By genesis
| Cereal Rating (out of 5): |  |
I am in my 80's now and yet one off my fondest memories is as a young boy eating and enjoying 40% Bran Flakes cereal for breakfast. That great taste is just not available in today's bran cereals. BRING IT BACK!
Comment submitted: 3/1/2020 (#24940)
By Postman
| Cereal Rating (out of 5): | |
Correction. It is just now called Post Bran Flakes.
Comment submitted: 6/14/2019 (#24240)
By Postman
| Cereal Rating (out of 5): | |
I believe it has been discontinued.
Comment submitted: 6/11/2019 (#24236)
By Willi
| Cereal Rating (out of 5): | |
My husband always wants 40% Bran Flakes, but I can't find a store in Grants Pass, Oregon that carries it. Help!
Comment submitted: 6/10/2019 (#24233)
By Jim-7
| Cereal Rating (out of 5): | |
My Favorite!
Comment submitted: 1/10/2019 (#23841)
By muffins
| Cereal Rating (out of 5): | |
Can I please get the recipe for the muffins they had on the box for years... 40% bran flake muffins.
Comment submitted: 12/8/2018 (#23753)
By Googie
I loved 40% Bran Flakes. Why did they ever quit making it. Is it available anywhere? What a very bad decision to stop making it.
Comment submitted: 6/7/2018 (#23129)
By Ummy
| Cereal Rating (out of 5): | |
Best cereal EVER! PLEASE bring it back to the U.S.A.
Comment submitted: 5/10/2018 (#23042)
By Missit
| Cereal Rating (out of 5): | |
What a poor decision on Post's behalf. Current product is nowhere near the flavor of the 40% product.
Comment submitted: 3/27/2018 (#22865)
By rippy
| Cereal Rating (out of 5): | |
Please bring back 40% Bran Flakes. Really a great cereal.
Comment submitted: 10/22/2016 (#20988)
View all 60 comments for this cereal.
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