In 1879, a small bakery owner on Mulberry Street in lower New York City began roasting whole wheat, grinding it and selling it in packages branded Wheatena. In 1899, Maltex – a natural blend of toasted wheat flavored with malted barley syrup – was first marketed to the public. And Maypo became an American favorite in the 1950's due to a classic commercial in which a little boy screamed his now famous plea, "I WANT MY MAYPO!" All three product lines have since been acquired by Homestat Farm, who is ushering these nostalgic brands into the modern era.
Wheatena, Maltex and Maypo have stood the test of time and Homestat Farm can attribute their success to great taste and healthful ingredients. Homestat Farm is committed to delivering the same high-quality products to the loyal customer base that has been purchasing its cereals for generations, while also tailoring the brands for a new era. As a result of its recent branding refresh, the company’s product packaging now features a more modern look. And to address an important issue facing today’s consumers, the Wheatena and Maypo brands have both obtained non-GMO certification.
While the evolution of many brands has created an overwhelming number of options that are high in sugar, salt and fat and devoid of nutritional value, Homestat Farm brands contain only all-natural flavoring and remain higher in nutrients and lower in sugar than their breakfast competitors. Without abandoning its core principles, the company continues to develop innovative products, including two new hot cereals that feature superfoods: Steel Cut Oats & Chia and Maypo Maple Oatmeal with Quinoa.