Post Foods snaps up natural cereal specialist Attune Foods

By Kacey Culliney

- Last updated on GMT

Related tags Nutrition

Attune will remain dedicated to natural and organic cereal product development
Attune will remain dedicated to natural and organic cereal product development
Post Foods has acquired natural and organic cereal maker Attune Foods for an undisclosed sum.

The San Francisco-based natural foods specialist was launched in 2006 and produces a range of cereals under three brands – Uncle Sam, Erewhon and Skinner’s.

Its range is comprised of natural, organic, gluten-free and high-fiber options with particular focus on digestive health.

President of Attune Foods Rob Hurlbut told that the acquisition is great news for the company as it tries to penetrate the market further.

“With Post’s backing, we hope to accelerate efforts to bring our message of healthier, whole grain eating and purity of ingredients to a broader audience,”​ Hurlbut said.

“While Post ownership gives us the financial stability we need, they recognize it’s our independent spirit and deep rooted commitment to the natural foods industry that’s at the core of our success.”

A business fit?

Post Foods boasts a cereal range developed using only North American-grown grains and says it is committed to sourcing high-quality, wholesome ingredients.

In a recent report compiled by the Children’s Food and Beverage Advertising Initiative (CFBAI), Post Foods was cited as one firm making clear efforts to nutritionally enhance and slash sugar and sodium content in products aimed at children.

Hurlbut said that it was Attune Foods’ commitment to the natural foods sector that attracted Post Foods to purchase.

The NPD pipeline under new ownership

Attune Foods will continue to operate independently under its new ownership and recipes, ingredients, products and certifications will remain unchanged.

“Our focus remains steadfast on helping people adopt healthier lifestyles, eating whole grains, ensuring access to gluten-free options and protecting our food supply with non-GMO products,”​ Hurlbut said.

The president said Attune has a lot of new product development (NPD) in the pipeline for 2013.

He cited a recent launch as an example of the direction NPD is taking: “We launched Erewhon Buckwheat & Hemp cereal exclusively at Whole Foods Market. The cereal brings together two nutrient dense ingredients to create a ‘supergrain’ cereal rich in omega 3, 6, and 9 fatty acids and naturally high in protein and fiber.”

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