Cereal Project > Post > 40% Bran Flakes (Post)

40% Bran Flakes (Post)
From: 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."


Post 40% Bran Flakes from 1979


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


  • 40% Bran Flakes (Post) Cereal Theater




    Additional Images
    These are the most recent images. Click here to see all pictures for 40% Bran Flakes (Post).

    40% Bran Flakes Kitchen Tools Offer
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    40% Bran Flakes Kitchen Tools Offer

    Submitter: jeffrey
    Uploaded: 1/31/2011

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    Very Old Box Of 40% Bran Flakes
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    Very Old Box Of 40% Bran Flakes

    Submitter: jeffrey
    Uploaded: 11/2/2010

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    Bran Flakes Delivery Trucks
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    Bran Flakes Delivery Trucks

    Submitter: jeffrey
    Uploaded: 10/28/2010

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    40% Bran Flakes McCall's Offer
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    40% Bran Flakes McCall's Offer

    Submitter: jeffrey
    Uploaded: 10/10/2010

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    Post 40% Bran Flakes Box - Grandma Moses
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    Post 40% Bran Flakes Box - Grandma Moses

    Submitter: jeffrey
    Uploaded: 8/14/2010

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    Post 40% Bran Flakes Cereal Box
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    Post 40% Bran Flakes Cereal Box

    Submitter: jeffrey
    Uploaded: 8/5/2010

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    1976 40% Bran Flakes
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    1976 40% Bran Flakes

    Submitter: Mr Breakfast
    Uploaded: 9/25/2008

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    The Strange Case Of Mary 40% Bran Flakes Ad
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    The Strange Case Of Mary 40% Bran Flakes Ad

    Submitter: Mr Breakfast
    Uploaded: 9/5/2008

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    There's More Pictures! See all images for 40% Bran Flakes (Post) cereal




    Comments About This Cereal
    What do you think of 40% Bran Flakes (Post)?

    Overall Average Rating = 5 (out of 5)

    View all 59 comments for this cereal.


    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)



    Official Member: Team BreakfastBy texaswildbabe1 (Team Breakfast Member)

    Cereal Rating (out of 5):

    Have loved this cereal for years. I thought Post didn't make it anymore because the cereal box didn't say 40% on it. So glad to find out Post still makes this.

    Comment submitted: 10/7/2016 (#20929)



    View all 59 comments for this cereal.

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