"Alpha-Bits" cereal was invented by a father of seven named Thomas M. Quigley who worked for Post Cereals. The cereal was introduced in 1958, and was taken off the market in 2006. However, Alpha-Bit re-appeared for sale in January 2008 with a new formulation, touting "0% Sugar!" as a "Limited Edition" cereal. The old recipe was reintroduced later in 2008.
Beginning in 1964, the mascot for Alpha-Bits was a postman (Post Man) named Loveable Truly. Since then, mascots have included the Alpha-Bits Wizard, who appeared near children in kitchens. In Canada, the last Alpha-Bits mascot was Alpha, a computer who "makes bits". The Canadian Alpha at first resembled IBM PCs, but recent versions have begun to look like Macintoshes. In the 1980s there was yet another mascot that was referred to by the saying, "Alfie," the Alpha-Bits cereal wonder dog.