In 1895, Post founded Postum Cereal Co., with his first product, Postum cereal beverage. Post's first breakfast cereal premiered in 1897, and he named the product Grape-Nuts cereal because of the fruity aroma noticed during the manufacturing process and the nutty crunch of the finished product. In 1904, he followed up the Grape Nuts label with a brand of corn flakes, which was first called Elijah's Manna before being renamed Post Toasties in 1908. The British government refused to allow Post to market his cereal in the United Kingdom using the name Elijah's Manna, stating that it was sacrilegious.