Post launches the first-ever cereal designed to promote sleep

Post Consumer Brands is turning the day on its head, encouraging sleep-poor Americans to eat cereal for dinner.

According to Life Extension, a global authority on nutrition, health and wellness, almost half of American adults don’t get the recommended amount of sleep.

Approximately 10% suffer from insomnia, the inability to fall asleep (onset insomnia) or stay asleep (maintenance insomnia).

Sleep deficiency not only significantly diminishes the quality of life, but also increases the risk of multiple health problems such as anxiety, cardiovascular disease and obesity.

Rest easy

That's why Post Consumer Brands developed Sweet Dreams – the first ready-to-eat cereal designed to be part of a healthy sleep routine.

Available in two flavours, the cereal is packed with a curated herbal blend and vitamins and minerals like zinc, folic acid and B vitamins to support natural melatonin production.

• Blueberry Midnight contains blueberry, lavender and chamomile.
• Honey Moonglow contains notes of honey, vanilla, lavender and chamomile.

“More than ever, consumers are looking to embrace acts of self-care, particularly as it relates to bedtime routines and we believe a relaxing bedtime routine is key to a good night's sleep,” said Logan Sohn, senior brand manager at Post.

“As a brand that's been helping early-risers crush their morning routines for over 100 years, we're thrilled to now help fans also establish healthy night-time habits by providing a nutrient dense before-bed snack made to support a sleep routine they could only dream of until now.”

Sweet Dreams is rolling out in the cereal aisle at grocery stores across the US.