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Can Postum fans revive their beloved beverage?

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happened in the late 1980s when Coca-Cola took the original Coke off the market and replaced it with New Coke. As soon as word hit the street, an organization called the Old Coke Drinkers of America popped up and fought back. Enthusiasts started driving across state lines to find stores still selling the original Coke. Some hoarded cans in their basements, while others turned a profit off their own stockpiles. The Old Coke Drinkers of America logged some 60,000 calls to the company's national headquarters, and eventually New Coke was pulled and the original Coke reinstated.

"[Coca-Cola's] management response was 'They'll get over it,' then they finally looked at each other and said, 'They're not getting over it,' " says Ms. Fournier. "What's strange is that after years of brand building and creating a familial dependency on a product, once the product does poorly, or the market changes, they pull it. Of course [consumers] are going to react strongly!"

Underwood was fueled into action after he discovered an online community of Postum drinkers mourning the demise of their favorite drink. After reading through a few online blogs and, unable to find a Postum alternative that didn't taste like a bad cup of cheap coffee, he decided to try to rally the disgruntled. In February, Underwood started a Yahoo! group for Postum drinkers, with the aim of bringing the product back.

"I find it very difficult to believe that with a product as good for you as Postum," he says referring to its low-sodium, low-calorie, and zero-caffeine appeal, "that there's not a market for it. Sure, it's chump change for Kraft, but a smaller company could buy the rights for it."

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