Four decades separate these images.

Note how the name changed from the snappy & simple-to-say "Post Toasties" to the tongue-challenging "Post's Toasties." I suppose they wanted to emphasize the uber-brand, and remind people that those bastards at Kellogg's didn't have a lock on the flaked corn genre. Besides, "Post Toasties" implies we've moved beyond Toasties to a new paradigm, a post-Kellogian world in which people don't say "Corn Flakes" anymore. But no one ever said Post's Toasties. They said Pos-toasties, or perhaps Po-Stosteez.

It's named for the founder of the Postum company, C. W. Post. Not only did he give the world Grape Nuts, he founded a company that would become General Foods. The man made millions, but was plagued with ill health and depression; he shot himself in 1914.

I had some Post-invented cereal this morning. Some things abide.