©Arva Flour Mills
Arva Flour Mills has announced the acquisition of the Red River Cereal brand from Smucker Foods of Canada, a subsidiary of The JM Smucker Co.
The acquisition will see Arva Flour Mills revert Red River Cereal’s, which was discontinued in 2020, recipe back to its original ingredients to include cracked wheat and rye. In 2011, the brand slightly altered the cereal’s recipe to include steel-cut wheat and rye.
Arva Flour Mills says that it is “in the process of acquiring a hammer mill to crack the wheat, rye and flax ingredients,” which will result in “a more creamy texture and restore the cereal to its original way”.
Arva Flour Mills’ owner, Mark Rinker, said: “Since acquiring Arva Flour Mills last fall, hardly a day went by at our retail store without a customer asking if we carried Red River Cereal. This prompted our initial research, and we soon came to the decision that this iconic, nearly century-old brand would be a natural fit alongside the historic, Arva Flour Mills brand. We know that the countless customers who used to start their day with Red River Cereal share in our excitement to get this beloved brand back on store shelves.”
The company plans to relaunch the brand at its retail store and on its website later this month.
Financial terms were not disclosed.
© FoodBev Media Ltd 2022
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