Postum is a powdered roasted grain beverage often used as a coffee substitute. The caffeine-free beverage was created by Postum Cereal Company founder C. W. Post in 1895 and marketed as a healthful alternative to coffee. (The Postum Cereal Company eventually became General Foods, which was bought by Kraft Foods. ) Post was a student of John Harvey Kellogg, who believed caffeine to be unhealthy. The “instant” drink mix version was developed in 1912, replacing the original brewed beverage.