AMERICA – Post-Consumer Brands, a business unit of Post Holdings Inc launched “Sweet Dreams”, the first-ever cereal with curated ingredients for healthy nighttime habits.

The new product comes at a time when almost half of American adults don’t get the recommended amount of sleep, according to a report by Life Extension, a global authority on nutrition, health, and wellness.

Further, the report shows that 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, the experts outlined.

To bridge the challenge and contribute to the sought solution, Post Consumer Brands developed Sweet Dreams – the first ready-to-eat cereal designed to be part of a healthy sleep routine.

The cereal is available in two flavors packed with a curated herbal blend of vitamins and minerals like zinc, folic acid, and B vitamins to support natural melatonin production.

The brands are Blueberry Midnight containing natural and delicious flavors of blueberry, lavender, and chamomile, and Honey Moonglow which contains notes of honey, vanilla, lavender, and chamomile.

Previous studies had reported that chamomile is widely regarded as a mild tranquilizer and sleep-inducer” and that chamomile preparations, like tea and essential oil aromatherapy, have been used to treat insomnia and induce sedation.

“Sedative effects may be due to the flavonoid apigenin that binds to benzodiazepine receptors in the brain,” according to a study published in the Molecular Medicine Reports, called “Chamomile: A herbal medicine of the past with a bright future,”

Logan Sohn, Post’s Senior Brand Manager said the product is thoughtful as consumers are looking to embrace acts of self-care, particularly as it relates to bedtime routines hence a relaxing bedtime routine is key to a good night’s sleep while still satisfying those nighttime food cravings. 

“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 nighttime habits by providing a nutrient-dense before-bed snack made to support a sleep routine they could only dream of until now,” he added.

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