Cream of Wheat
An American hot-cereal brand best known for smooth farina made from finely milled wheat middlings.
Last updated August 21, 2026
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Overview
Cream of Wheat is an American breakfast-food brand centered on farina, a smooth hot cereal made from ground wheat middlings. Unlike grits, which are produced from ground maize, farina has a wheat base and a finer, creamier texture. The product is generally prepared by stirring the cereal into boiling water or milk until it thickens, and it may be served with sugar, fruit, nuts, or other toppings. The brand also includes Cream of Rice, a rice-based hot cereal that is suitable for consumers avoiding wheat or gluten. The product originated during the economic disruption following the Panic of 1893. Diamond Milling Company of Grand Forks, North Dakota, was experiencing weak flour demand and low prices when its Scottish-born chief miller, Tom Amidon, suggested commercializing a porridge made from the protein-rich portion of wheat left after flour production. Diamond's owners initially showed little interest, but agreed to test the idea. The first cases were sent to brokers in New York in simple handmade boxes. Demand accelerated almost immediately after grocers received the product, prompting the brokers to request a railcar shipment of Cream of Wheat rather than more flour. The brand debuted at the 1893 World's Columbian Exposition in Chicago and expanded rapidly. Production moved from Grand Forks to Minneapolis in 1897, and the company adopted the name The Cream of Wheat Company. Further factory expansion followed in Minneapolis, where production continued for much of the twentieth century. The company became publicly traded on the New York Stock Exchange in 1929. Cream of Wheat developed its product range through successive convenience and nutrition improvements. Enriched Quick Cream of Wheat was introduced in 1939 and reduced cooking time from approximately ten minutes to two and a half minutes while adding vitamins and minerals. Instant Cream of Wheat followed in 1958, reducing preparation to roughly thirty seconds. The brand subsequently offered conventional and instant formats, single-serving packets, flavored instant varieties, and multiple cooking-time versions for different markets. Ownership changed several times. Nabisco acquired the brand in 1961. After Philip Morris acquired Nabisco in 2000, Cream of Wheat became part of the Kraft Foods organization. Kraft closed the Minneapolis plant in 2002 and transferred production to other facilities. B&G Foods acquired Cream of Wheat and Cream of Rice from Kraft in January 2007. Under B&G Foods, the brand remains associated with traditional American breakfast routines, convenience, and a familiar historic identity, while its packaging has been revised in response to criticism of racial imagery. The brand's historic packaging featured an African American chef commonly known as Rastus. The image and associated advertising became controversial because critics connected it with racial stereotypes and the derogatory use of the name. In June 2020, B&G Foods announced an immediate review of Cream of Wheat packaging amid renewed public debate during the George Floyd protests. In September 2020, the company announced that it would remove the chef image from its packaging. This change marked a significant modernization of the visual identity while leaving the core hot-cereal products in the brand portfolio.
History
Cream of Wheat began in Grand Forks, North Dakota, in 1893, when Diamond Milling Company sought a product that could use wheat middlings during a period of depressed flour prices and weak demand. Chief miller Tom Amidon proposed packaging the material as a breakfast porridge. The resulting cereal was tested through New York brokers in plain, handmade boxes. Retail demand was unexpectedly strong, and the brokers quickly asked Diamond to prioritize Cream of Wheat over its regular flour shipment. The cereal was introduced to a wider public at the World's Columbian Exposition in Chicago in 1893. As sales grew, Diamond moved production to Minneapolis in 1897 and became The Cream of Wheat Company. The company expanded its Minneapolis manufacturing operations several times, eventually establishing a large facility that remained important to the brand for decades. Cream of Wheat became a public company on the New York Stock Exchange in 1929. Product development focused on shorter preparation times and added nutrients. In 1939, the company introduced Enriched Quick Cream of Wheat, which cooked substantially faster than the original product and contained added vitamins and minerals. Instant Cream of Wheat arrived in 1958 and was designed to cook in about thirty seconds. Later products included single-serving instant packets and flavored varieties such as apples and cinnamon, maple brown sugar, strawberries and cream, cinnamon swirl, chocolate, and bananas and cream. Traditional versions with different cooking times continued to serve consumers who preferred stovetop preparation. Nabisco acquired Cream of Wheat in 1961. When Philip Morris acquired Nabisco in 2000, the brand moved into the Kraft Foods portfolio. Kraft closed the Minneapolis plant in 2002 and shifted manufacturing elsewhere. B&G Foods purchased Cream of Wheat and Cream of Rice from Kraft in January 2007. The brand's principal identity remained tied to hot farina, while Cream of Rice extended the range to a rice-based cereal for consumers who wanted a wheat-free or gluten-free alternative. Cream of Rice had developed separately before becoming connected with Cream of Wheat. Its original company was formed in Chicago in 1915, and the brand passed through several ownership and production arrangements. After Clorox acquired Grocery Store Products in 1971, Cream of Rice remained associated with that business until Clorox sold it to Nabisco in 1983. Production of the two brands was later consolidated. The visual identity also became a major part of the brand's history. Early Cream of Wheat boxes displayed an African American chef, commonly called Rastus, and the image appeared in advertising for many years. The imagery was criticized as a racial stereotype, particularly because of the character's name and earlier advertising portrayals. In 2020, amid heightened scrutiny of racially charged food branding, B&G Foods announced a packaging review and later confirmed that it would remove the chef image. The change represented a break with a longstanding package design while preserving the core cereal products.
- 2020
Historic chef image removed from packaging
[1]Following a packaging review, B&G Foods announced the removal of the chef image associated with the brand's historic packaging.
- 2007
B&G Foods acquires the brands
[1]B&G Foods acquired Cream of Wheat and Cream of Rice from Kraft.
- 2002
Minneapolis plant closed
[1]Kraft closed the historic Minneapolis manufacturing facility and moved production to other facilities.
- 2000
Nabisco becomes part of the Philip Morris and Kraft structure
[1]Philip Morris acquired Nabisco, and Cream of Wheat became part of the Kraft Foods organization.
- 1983
Cream of Rice joins the Nabisco portfolio
[1]Nabisco acquired Cream of Rice from Clorox, bringing the rice-based cereal under the same broader ownership as Cream of Wheat.
- 1961
Acquired by Nabisco
[1]Nabisco acquired Cream of Wheat.
- 1958
Instant Cream of Wheat introduced
[1]The brand introduced an instant format designed to cook in approximately thirty seconds.
- 1939
Enriched Quick Cream of Wheat introduced
[1]A quicker-cooking version with added vitamins and minerals entered the product range.
- 1929
Company listed on the New York Stock Exchange
[1]The Cream of Wheat Company became publicly traded on the New York Stock Exchange.
- 1897
Production moves to Minneapolis
[1]Growing demand led the company to relocate manufacturing from Grand Forks to Minneapolis.
Products and positioning
Traditional, accessible hot breakfast cereal combining familiarity, convenience, smooth texture, and perceived nutritional value.
Farina hot cereal · 1893
Original Cream of Wheat
The core product is a smooth wheat-based porridge made from finely ground wheat middlings. It is prepared by stirring the cereal into boiling water or milk and cooking until thickened. Consumers commonly customize it with sugar, fruit, nuts, or other toppings.
Quick-cooking hot cereal · 1939
Enriched Quick Cream of Wheat
Introduced in 1939, this version shortened stovetop preparation to approximately two and a half minutes compared with about ten minutes for the original format. It also added vitamins and minerals.
Instant hot cereal · 1958
Instant Cream of Wheat
The instant line is designed for rapid preparation, including single-serving packets that are mixed with hot water and allowed to set briefly. It has been sold in plain and flavored variants.
Rice-based hot cereal · 1915
Cream of Rice
Cream of Rice is a rice-based porridge brand with a separate pre-1983 history. It extends the portfolio beyond wheat and is often considered for consumers who avoid wheat or gluten, as well as for early feeding contexts.
Controversies
2020
Controversy over historic package imagery
The brand faced renewed criticism over its long-used African American chef image and the character name Rastus, which critics viewed as rooted in racial stereotypes. Public pressure intensified during the 2020 racial-justice protests, leading B&G Foods to review the packaging and announce removal of the image.
Marketing campaigns
- Illustrated print advertising
United States
Cream of Wheat used illustrated advertising created by prominent artists, including N. C. Wyeth, J. C. Leyendecker, and Henry Hutt. The advertising helped establish the brand's recognizable historical visual identity.
Brand decisions
2020
Packaging identity review and image removalOtherBackground
Longstanding criticism of the racial implications of the chef image intensified during the 2020 racial-justice protests.
Action taken
B&G Foods announced an immediate packaging review in June and confirmed in September that the chef image would be removed from all Cream of Wheat packaging.
Aftermath
The brand discontinued a central element of its historic visual identity in an effort to address concerns about racial stereotyping.
2002
Closure of the Minneapolis manufacturing plantStrategyBackground
After Cream of Wheat became part of the Kraft Foods organization, manufacturing operations were reconsidered.
Action taken
Kraft closed the Minneapolis plant and relocated production to other Kraft facilities.
Aftermath
The brand lost its historic principal manufacturing site while continuing under distributed production.
1958
Launch of Instant Cream of WheatProduct launchBackground
The brand continued to pursue convenience in response to faster household breakfast routines.
Action taken
Cream of Wheat introduced an instant version designed to cook in approximately thirty seconds.
Aftermath
Instant preparation became a central part of the brand's product architecture.
1939
Launch of Enriched Quick Cream of WheatOtherBackground
Consumers wanted a faster breakfast preparation method while the company sought to add nutritional value.
Action taken
The company introduced a version that cooked in approximately two and a half minutes and included added vitamins and minerals.
Aftermath
The product expanded the brand beyond its original longer-cooking format.
Sources1 sources
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