Breaking the mold of its traditional breakfast cereals, Post Consumer Brands has launched a new cereal designed to be eaten as a pre-bedtime snack for a better night’s sleep. 

Post’s cereal, called Sweet Dreams, is made with a “nighttime herbal blend,” along with vitamins and minerals like zinc, folic acid, and B vitamins that “support natural melatonin production” to promote sleep, according to a press release from the company.

“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,” says Logan Sohn, senior brand manager, in a press release. “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.” 

Sweet Dreams comes in two flavors, Blueberry Midnight and Honey Moonglow, both made with lavender and chamomile, herbs believed to have sleep-inducing properties. 

Lavender and chamomile

Numerous scientific studies have investigated the impact of herbs such as lavender and chamomile on sleep. 

A study published in the Molecular Medicine Reports, called “Chamomile: A herbal medicine of the past with a bright future,” notes 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 the study. 

As for lavender, research published in Frontiers in Behavioral Neuroscience showed that the vaporized lavender compound linalool, when inhaled, exerts calming effects. 

Photo credit: Post Consumer Brands