Post® Grape-Nuts® Challenges Consumers to Conquer Everyday Mountains

     Post® Grape-Nuts® Challenges Consumers to Conquer Everyday Mountains

First Cereal on Mt. Everest Launches "What's Your Mountain?" Campaign and New
Grape-Nuts Fit Cereal

PR Newswire

PARSIPPANY, N.J., March 12, 2013

PARSIPPANY, N.J., March 12, 2013 /PRNewswire/ -- Celebrating Post Grape-Nuts'
role in Sir Edmund Hillary's historic ascent up Mt. Everest 60 years ago, the
iconic crunchy cereal unveils a new marketing campaign today that encourages
consumers to conquer their everyday mountains. Beyond advertising, the
campaign engages consumers in the "playgrounds" of active outdoor and fitness
enthusiasts – such as ski resorts, state parks and even "Everest-like
skyscrapers" – before culminating with celebratory activities on the actual
anniversary in May.

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The new campaign coincides with the on-shelf arrival of new Grape-Nuts Fit, a
flavorful cereal made with a medley of flavors and textures, including lightly
crunchy nuggets, granola, cranberries, puffed barley and a touch of natural
vanilla flavor. New Grape-Nuts Fit has 6g of protein, 42g of whole grains and
is an excellent source of fiber, making it a delicious way to fuel an active

To remind today's adventurers that Grape-Nuts delivers a power-packed
breakfast for life's everyday expeditions, Grape-Nuts is launching its new
"What's Your Mountain?" tagline via Everest-themed televisions commercials
(the first national TV spots for the cereal in five years), digital
advertising, and sampling efforts all across the nation.

In 1953, Sir Edmund Hillary became the first man to summit Mt. Everest with
Tenzing Norgay. During his trek, Hillary carried and ate Post Grape-Nuts
cereal, which is packed with protein and nutritious grains, and provided
Hillary with the concentrated, sustained energy he needed to conquer his

"Fueled by Grape-Nuts and determination, my father accomplished something no
other person had done before when he made it to the top of Mount Everest in
1953," said Peter Hillary, board member of American Himalayan Foundation and
son of Sir Edmund Hillary. "But you don't need to be a mountain climber to
reach new heights in your own life. 'What's Your Mountain?' inspires all of
us to persevere as we strive to reach our personal summits."

Grape-Nuts has formed an association with the American Himalayan Foundation,
which is dedicated to improving the quality of life of the Sherpas, Nepalis
and Tibetans throughout the Himalaya through education, health care and
cultural preservation.

In conjunction with the marketing campaign launch, Grape-Nuts is partnering
with a handful of 'Tower Races,' or vertical stair climbs,in the month of
March. Tower Racing features athletes racing up the stairs of skyscrapers,
allowing athletes to conquer a modern-day 'urban Everest'. Grape-Nuts Fit is
the official cereal of The American Lung Association's 'Fight for Air Climb'
tower races in Las Vegas, Philadelphia, St. Louis, and Tampa.

For more information on Grape-Nuts or new Grape-Nuts Fit cereal, go to or

About Post Foods, LLC
Post has enriched the lives of consumers, bringing quality foods to the
breakfast table since the company's founding in 1895. Post's portfolio of
brands includes diverse offerings to meet the taste and nutritional needs of
all families, including such favorites as Honey Bunches of Oats®, Pebbles™,
Great Grains®, Post Shredded Wheat®, Post® Raisin Bran, Grape-Nuts®, and
Honeycomb®, as well as Attune Food's Uncle Sam and Erewhon brands. Post is
dedicated to health and wellness, offering consumers a variety of cereal
choices to meet their nutritional needs from whole grain and fiber to lower
sugar offerings. For more information about Post Cereals, visit

SOURCE Post Foods, LLC

Contact: Amy Grosheider, Hunter PR, +1-212-679-6600 ex. 313,; Jennifer Mennes, Post Foods, LLC, +1-973-658-2300,
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