Cream of Wheat, a familiar American breakfast staple, boasts a rich history stretching back to the late 19th century. This farina-based porridge, made from wheat middlings, first emerged in 1893 from the wheat mills of Grand Forks, North Dakota. Its debut at the 1893 World's Columbian Exposition in Chicago, Illinois, marked the beginning of its journey into American households. The product's smooth texture, a distinguishing characteristic compared
to corn-based grits, quickly set it apart.
The brand's evolution reflects broader trends in American food manufacturing and corporate ownership. Initially owned by Nabisco, Cream of Wheat eventually found a new home with B&G Foods in January 2007. This transition highlights the dynamic nature of the food industry, where brands are bought and sold, yet their products often retain a loyal following. The story of Cream of Wheat is not just about a breakfast cereal; it's a narrative of innovation, market adaptation, and cultural presence.
The Genesis in Grand Forks
The origins of Cream of Wheat are rooted in a period of economic challenge. Following the Panic of 1893, the Diamond Milling Company in Grand Forks faced significant difficulties, including low prices and reduced demand for flour. It was during this time that Tom Amidon, the company's Scottish-born chief miller, proposed an innovative solution. He suggested that the company package a breakfast porridge, similar to one his wife prepared, using the wheat middlings – a protein-rich part of the wheat berry not typically used for flour.
Initially, the owners of Diamond Milling Company, Emery Mapes, George Bull, and George Clifford, were hesitant. However, they eventually agreed to test Amidon's idea. The first ten cases of Cream of Wheat were hand-packed in strawboard boxes by Amidon himself and sent to brokers in New York alongside a regular flour shipment. The name "Cream of Wheat" was suggested by another employee and hand-lettered on the boxes, which also featured a stock illustration of a Black chef holding a saucepan, an image Mapes, a former printer, had on hand. The immediate success was striking; within hours, the brokers wired Diamond for another 50 cases, followed by a second telegram the next morning urging them to "FORGET THE FLOUR. SEND US A CAR OF CREAM OF WHEAT."
Expansion and Product Innovation
The overwhelming demand for Cream of Wheat prompted Diamond Milling Company to shift its focus entirely to the new product. As its popularity grew, the company relocated to a new factory in Minneapolis, Minnesota, in 1897, and subsequently changed its name to The Cream of Wheat Company. The growth continued, leading to a move to an even larger facility in Minneapolis six years later, and then to a third, more permanent facility in 1927, where production remained for decades. The company's success was further solidified when it was listed on the New York Stock Exchange in 1929.
Beyond the original variety, Cream of Wheat continually innovated to meet changing consumer needs. In 1939, "Enriched Quick Cream of Wheat" was introduced, significantly reducing cooking time from ten minutes to two and a half minutes, and fortified with added vitamins and minerals. This was followed in 1958 by "Instant Cream of Wheat," which could be prepared in just 30 seconds. These product developments demonstrate the brand's commitment to convenience and nutritional enhancement, ensuring its relevance in a fast-paced world.
Corporate Transitions and Brand Evolution
The corporate journey of Cream of Wheat saw several significant changes over the decades. In 1961, the brand was acquired by the National Biscuit Co., later known as Nabisco, for $30 million. This acquisition brought Cream of Wheat under the umbrella of a larger food conglomerate. In 2000, Philip Morris Companies acquired Nabisco, integrating Cream of Wheat into its Kraft Foods subsidiary. This period saw a consolidation of operations, with Kraft closing Cream of Wheat's Minnesota plant in 2002 and relocating production to other Kraft facilities.
The most recent major ownership change occurred in 2007 when B&G Foods acquired Cream of Wheat from Kraft for approximately $200 million. This acquisition marked a new chapter for the brand, placing it within a portfolio of diverse food products. Throughout these corporate transitions, Cream of Wheat has maintained its identity as a beloved breakfast cereal, adapting to market demands while preserving its core appeal to generations of consumers.
