My Discovery that Postum Is Gone

Postum disappeared from the supermarket a few years ago, and it took awhile to locate some. Eventually it returned. So I wasn't entirely surprised when my local grocery had an empty spot on the shelf behind the Postum label. When a second store didn't have the label, I got concerned. When a different chain didn't have it either, I started to hyperventilate. This has been my late evening, calming drink of choice for about 30 years. And I'm neither Mormon nor in my 80's. It's healthy and has a great, mellow taste.
A quick search online produced the nasty news that Kraft has killed it. Their explanation is it had a declining customer base. Tell that to Utah! When you see the junk on the shelf where the Postum should be - fancy powdered, sugared, artificially sweetened, chemical-laden lattes - you can guess that the profit margin on Postum didn't warrant the shelf space, not the lack of loyal customers. I am so bummed!
The next solution was Ebay. If you want a laugh, or a new business to think about going into, take a look. A 4-bottle Postum lot is going for over $100.00. Postum added greatly to my quality of life, but I don't think I'm ready to buy it at $25 a bottle. I find it totally nuts that a great product disappears. Why didn't they sell it to a different company, or jack up the price, rather than just kill it? Clearly there is a steady customer base, since I found hundreds of them online.
I'm not really hyperventilating, but I am very, very sad, both about not being able to obtain my favorite drink any longer, and for the insane corporate control Kraft has over the lives of all Postum mourners. I wonder how long it will take for someone to bring it back into production?
Kraft pulled it in January. Since I was buy a few bottles at a time and store them in my pantry, I just found out - too late to scrounge around and hoard a few, to tide me over until an enterprising person brings out a new version. That can't be soon enough!

Bring Back Postum!

This blog is dedicated to the goal of Bringing Back Postum. It's been my favorite nightly drink for 30 years. I cannot reconcile myself to this loss! Postum is NOT a coffee substitute - it's a smooth and wonderful hot drink all by itself.
Let's lobby. Let's organize! Let's get back our Postum!
Any strategies, share them.