Kraft discontinued Postum in 2007.  Be aware of the expiration date!  The best Postum expiration date that I have seen is Feb 2009.  I have never had a jar go bad, even after it expired.  However, if you are buying in quantity to stock up, get the newest that is available.

Postum is/was a caffeine free, 100% natural, instant cereal beverage.  The ingredients are: wheat bran, wheat, molasses and maltodextrin (from corn).  It is Kosher, fat free, trans fat free, saturated fat free, cholesterol free and there are 75 servings in each 8 ounce (277g) jar.

Seventh-day Adventists and members of the Church of Latter Day Saints who don't drink hot caffeinated beverages, along with anyone that wanted an alternative to coffee, hot chocolate and tea, will miss Postum. 

There are 3 jar styles: Red label, which is coffee flavored; Blue label original flavor in the USA; and Blue label original flavor with orange and yellow bicyclists available in Canada.  The Blue label jars are the identical product, as Kraft only manufactured Postum in the USA.

The price has been increasing on eBay.  Folks are purchasing cases, then reselling some and keeping the rest as their own personal stash. 

Some sellers charge a LOT for shipping, so READ CAREFULLY before you bid.

Postum
Born 1895  -  Discontinued 2007

Info from Kraft:

In 1895, C.W. Post made his first batch of Postum Cereal Beverage in a little white barn in Battle Creek, Michigan.  In 1911, Post introduced a refinement of his original product, Postum Instant Cereal Beverage. Post used marketing techniques that are now considered industry standards, but which were innovative for their time. These included extensive advertising, coupons, free samples, product demonstrations, plant tours and recipe booklets.

Post died in 1914, but Postum Cereal Company continued to follow the formula for success which he had established: selling high-quality, nutritious cereal products through marketing and advertising techniques that appealed to the common man and woman. Then, in 1925, the company acquired the Jell-O Company, marking the start of an aggressive acquisition effort. Over the next four years, Postum acquired over a dozen companies and expanded its product line to more than 60 products. Some of the products acquired at that time included Minute Tapioca,

Baker's Chocolate, Baker's Coconut, Log Cabin Syrup, Maxwell House Coffee and Calumet Baking Powder. By the time Postum purchased the rights to Clarence Birdseye's new method for producing quick-frozen foods in 1929, a change of name seemed appropriate. So the name of Birdseye's company was changed from General Foods Company to Frosted Foods Company and the name of the parent corporation was changed to General Foods Corporation. (The Birdseye business was sold to Dean Foods Company in 1993.)

In 1981, General Foods expanded into a new product category by acquiring Oscar Mayer & Co., a leader in the processed meats industry. Four years later, General Foods Corporation was acquired by Philip Morris Companies, Inc. After Philip Morris acquired Kraft, Inc. in 1988, the two food subsidiaries were combined to form Kraft General Foods, Inc. in 1989.

Postum was discontinued in October, 2007.  The race is on to get some before it is gone for good!