History of Cream of Wheat in Timeline
Cream of Wheat is a popular American breakfast porridge made from ground wheat kernels, giving it a smoother texture compared to grits. First produced in 1893 in North Dakota, it premiered at the World's Columbian Exposition in Chicago that same year.
October 1915: The Cream of Rice Company is Incorporated
In October 1915, T. C. Fredrich, O. C. Wilson, and Howard D. Stewart incorporated The Cream of Rice Company, a Delaware corporation headquartered in Chicago.
December 1915: Trademark Application Filed for "Cream of Rice" Logo
Frank O. Balch, secretary and treasurer of The Cream of Rice Company, submitted a trademark application for the "Cream of Rice" logo in December 1915.
February 1916: Cream of Rice Achieves Strong Initial Sales in Chicago
By February 1916, The Cream of Rice Company reported robust initial sales and had achieved market penetration in over half of the retail stores in Chicago.
1917: "Cream of Rice" Trademark Registered
The trademark application for the "Cream of Rice" logo, submitted in December 1915, was successfully registered in 1917, granting the company legal protection for its brand.
1921: The Cream of Rice Company Liquidated, American Rice Products Company Founded
Despite initial success, The Cream of Rice Company faced financial difficulties and was liquidated under court order in 1921. A new entity, the American Rice Products Company, was established the same year by investors from Chicago to acquire the assets and the "Cream of Rice" brand from the dissolved company.
1927: Cream of Wheat Company Opens Third Facility in Minneapolis
In 1927, due to increasing demand, the Cream of Wheat Company relocated production to a new, larger facility in Minneapolis, Minnesota. This marked the third facility in the city for the growing company.
1929: Cream of Wheat Company Listed on New York Stock Exchange
In 1929, the Cream of Wheat Company's stock was listed on the New York Stock Exchange, marking a significant milestone in the company's growth and financial success.
1937: Grocery Store Products Company Acquires Cream of Rice
Marking a shift in ownership, the Cream of Rice brand was acquired by Grocery Store Products Company in 1937. Production initially continued in New Orleans.
1939: Introduction of "Enriched Quick Cream of Wheat"
In 1939, aiming to improve upon their original product, the company launched "Enriched Quick Cream of Wheat", which cooked faster than the original and included added vitamins and minerals.
1949: Cream of Rice Production Moves to Pennsylvania
The year 1949 saw the relocation of Cream of Rice production to West Chester, Pennsylvania, by Grocery Store Products Company.
1958: Launch of "Instant Cream of Wheat"
Further innovating to meet consumer demand for convenience, the company introduced "Instant Cream of Wheat" in 1958, which significantly reduced cooking time to 30 seconds.
1961: National Biscuit Co. Acquires Cream of Wheat
In 1961, the Cream of Wheat company was acquired by the National Biscuit Co. (later renamed Nabisco) for US$\$30 million, marking a change in ownership for the cereal brand.
1970: Kraft's Attempted Acquisition of Grocery Store Products Halted
Kraft's attempt to purchase Grocery Store Products Company in 1970 was thwarted due to objections raised by the Federal Trade Commission, preventing the acquisition from proceeding.
1971: Clorox Acquires Grocery Store Products, Including Cream of Rice
In 1971, Clorox successfully acquired Grocery Store Products Company, gaining ownership of the Cream of Rice brand. Despite the acquisition, Cream of Rice production continued at the West Chester plant.
2000: Philip Morris Companies Acquires Nabisco and Cream of Wheat
In 2000, Philip Morris Companies acquired Nabisco, bringing Cream of Wheat under its ownership. It subsequently merged Nabisco with its Kraft Foods subsidiary.
2002: Cream of Wheat Production Relocated, Minnesota Plant Closed
In 2002, Kraft Foods made the decision to close the Cream of Wheat production facility in Minnesota and shift production to other Kraft facilities.
January 2007: B&G Foods Acquires Cream of Wheat and Cream of Rice
In January 2007, B&G Foods purchased the Cream of Wheat and Cream of Rice brands from Kraft Foods Inc. for approximately US$\$200 million.
June 17, 2020: B&G Foods Announces Review of Cream of Wheat Packaging
Responding to mounting public pressure concerning the racially charged imagery associated with the Cream of Wheat brand, B&G Foods announced on June 17, 2020, an immediate review of the brand's packaging.
September 25, 2020: Cream of Wheat Removes Chef Image from Packaging
Following through on its commitment to address concerns regarding the brand's imagery, B&G Foods announced on September 25, 2020, the removal of the chef image from all Cream of Wheat packaging.
2020: Public Pressure Mounts for Cream of Wheat to Address Racist Branding
In 2020, echoing similar calls for change directed at brands like Aunt Jemima and Uncle Ben's, public pressure intensified, urging B&G Foods to address the racially insensitive branding of Cream of Wheat, particularly the character Rastus, which had been portrayed in a stereotypical and derogatory manner.