Kellogg Company (NYSE: K) is a large global food manufacturing company. Over the course of its existence, the firm has expanded to include many well-known brands under its umbrella. Kellogg Company is organized into a large number of subsidiaries that manage separate brands, geographies and other elements of the business, such as real estate.
For fiscal year 2018, Kellogg reported revenue of $13.54 billion. Net sales increased by 5.4% compared to the year before primarily due to the acquisition of protein-bar company RXBar in October 2017 and the consolidation of Multipro, its joint venture with Tolaram Africa Foods, in May 2018.
In April 2019, Kellogg announced it is selling a portion of its North American snacking business to Ferrero for $1.3 billion. This includes its cookies business – brands like Keebler, Mother's, Famous Amos, Murray's, and Murray's Sugar-Free – and its fruit and fruit-flavored snacks, pie crusts and ice cream cones businesses.
"This divestiture is yet another action we have taken to reshape and focus our portfolio, which will lead to reduced complexity, more targeted investment, and better growth," said Steve Cahillane, Kellogg's Chairman and Chief Executive Officer, in a statement.
These are the top 8 companies owned by Kellogg:
The parent company's flagship cereal products fall under the Kellogg's operating unit. These cereals include Corn Flakes, Fruit Loops, Rice Krispies, Raisin Bran, Special K, Frosted Flakes, and Frosted Mini-Wheats. Pop-Tart breakfast pastries are also a well-known part of the Kellogg's product offering. These operations are separated from other important corporate units.
The Eggo Company is one of Kellogg's important subsidiaries, operating its namesake brand of products that complement the Kellogg's breakfast offering. Eggo is well-known for its frozen waffles and accounts for 70% of the market. The company has diversified its offering by branching into the pancake, french toast and breakfast sandwich markets.
The brand saw a big boost when it was mentioned several times on popular Netflix series Stranger Things. In 2018, Kellogg said Eggo grew share and consumption as it benefited from food and packaging innovations, like Disney-shaped waffles and the relaunch of a premium Thick N' Fluffy line.
Kellogg's acquired the Pringles potato chip business from the Proctor & Gamble Company (PG) in 2012 for $2.7 billion. At the time, Pringles' annual sales exceeded $1.5 billion and had a presence in more than 140 countries. The global presence was important for Kellogg's effort to expand its snacks business, which was previously heavily exposed to the U.S. market but had limited international reach. The new business helped drive the snack food portion of the product portfolio above morning foods based on revenue, continuing a long-term transformational trend.
Kellogg's acquired Keebler Foods in October 2000 for $3.86 billion in cash. At the time, Keebler was the second-largest cookie and cracker maker in the United States, and it generated revenue of $2.7 billion and net income of $88.2 million in 1999. As of 2018, Keebler's operations were still organized in several separate subsidiaries of Kellogg Company. Well-known brand Cheez-It crackers was part of this deal. Keebler is among the units Kellogg is selling to Ferrero. The transaction is expected to close in July.
Kashi Company is one of Kellogg's major subsidiaries, and Kashi has its own subsidiaries that control different brands and operate internationally. Kashi is an organic breakfast cereal company with a focus on nutrition, sustainability, and ethical sourcing practices. The company's offering has grown to include entrees, bars, crackers, waffles, and powders. Kellogg Company acquired Kashi in 2000 as part of its effort to expand into the health food category, an initiative also supported by the acquisition of veggie foods leader Worthington Foods Inc. At the time of the acquisition, Kashi's revenues were approximately doubling year-over-year, but growth has decelerated substantially since that point. In 2016, Kashi acquired a company called Pure Organic, which makes vegan nutrition bars and fruit snacks, further diversifying its offering.
RXBar was the fastest-growing U.S. nutrition bar brand when Kellogg chose to buy it for $600 million in 2017. The company, whose revenue was $186 million in 2018, makes bars that provide 12 grams of protein in 210-220 calories and uses whole food ingredients. "Adding a pioneer in clean-label, high-protein snacking to our portfolio bolsters our already strong wholesome snacks offering. RXBAR is an excellent strategic fit for Kellogg as we pivot to growth," said Kellogg Company CEO Steve Cahillane at the time.
Like Kashi, RXBar has strategic importance for a company that is looking to grow while consumers increasingly avoid high-sugar snacks and opt for healthier options instead.
Egyptian Companies- BiscoMisr and Mass Food Group
Kellogg Company made two noteworthy acquisitions of Egyptian companies in 2015, taking a majority stake in BiscoMisr in January and buying Mass Food Group in September. At the time of the transaction, BiscoMisr is the leading biscuit maker in Egypt, with 3,300 employees and $70 million in annual sales. The acquisition cost roughly $144 million. Mass Food Group is a leading breakfast cereal company in Egypt, with more than $18 million in annual sales. Kellogg's paid $50 million for the firm. The companies were folded into existing subsidiaries. These acquisitions were part of a larger strategy to target emerging markets, offering new avenues for growth.