Kellanova, formerly known as the Kellogg Company and commonly known as Kellogg's, is an American multinational food manufacturing company headquartered in

Chicago Chicago is the List of municipalities in Illinois, most populous city in the U.S. state of Illinois and in the Midwestern United States. With a population of 2,746,388, as of the 2020 United States census, 2020 census, it is the List of Unite ...

Illinois Illinois ( ) is a U.S. state, state in the Midwestern United States, Midwestern United States. It borders on Lake Michigan to its northeast, the Mississippi River to its west, and the Wabash River, Wabash and Ohio River, Ohio rivers to its ...

, US. Kellanova produces and markets convenience foods and snack foods, including crackers and toaster pastries,

cereal A cereal is a grass cultivated for its edible grain. Cereals are the world's largest crops, and are therefore staple foods. They include rice, wheat, rye, oats, barley, millet, and maize ( Corn). Edible grains from other plant families, ...

, and markets their products by several well-known brands including the Kellogg's brand itself,

Rice Krispies Treats Rice Krispies Treats (also called Rice Krispie Treats, Marshmallow Treats, Marshmallow Squares, or Rice Krispies Squares in the United Kingdom & Canada, and LCMs in Australia) are a confection commonly made through binding WK Kellogg Co's Rice ...

Pringles Pringles is an American brand of stackable potato-based chips invented by Procter & Gamble (P&G) in 1968 and marketed as "Pringle's Newfangled Potato Chips". It is technically considered an Extruded food, extruded snack because of the manufac ...

Eggo Eggo is a brand of frozen waffles owned by Kellanova (formerly the Kellogg Company), and sold in North America. Several varieties are available, including homestyle, miniature, cherry, blueberry, strawberry, vanilla bliss, brown sugar cinnamo ...

, and Cheez-It. Outside North America, Kellanova markets cereals such as

Corn Flakes Corn flakes, or cornflakes, are a breakfast cereal made from toasting flakes of corn (maize). Originally invented as a Breakfast, breakfast food to counter indigestion, it has become a popular food item in the American cuisine, American diet and ...

Rice Krispies Rice Krispies (known as Rice Bubbles in Australia and New Zealand) is a breakfast cereal produced by WK Kellogg Co for the United States, Canadian, and Caribbean markets and by Kellanova for the rest of the world. Rice Krispies are made of ...

, Frosties and Coco Pops. Kellogg's products are manufactured and marketed in over 180 countries. Kellanova's largest factory is at

Trafford Park Trafford Park is an area of the metropolitan borough of Trafford, Greater Manchester, England, opposite Salford Quays on the southern side of the Manchester Ship Canal, southwest of Manchester city centre and north of Stretford. Until the la ...

Greater Manchester Greater Manchester is a ceremonial county in North West England. It borders Lancashire to the north, Derbyshire and West Yorkshire to the east, Cheshire to the south, and Merseyside to the west. Its largest settlement is the city of Manchester. ...

, United Kingdom, which is also the location of its UK headquarters. Other corporate office locations outside of

include Battle Creek,

Dublin Dublin is the capital and largest city of Republic of Ireland, Ireland. Situated on Dublin Bay at the mouth of the River Liffey, it is in the Provinces of Ireland, province of Leinster, and is bordered on the south by the Dublin Mountains, pa ...

(European Headquarters),

Shanghai Shanghai, Shanghainese: , Standard Chinese pronunciation: is a direct-administered municipality and the most populous urban area in China. The city is located on the Chinese shoreline on the southern estuary of the Yangtze River, with the ...

, and

Querétaro City Querétaro, officially the Free and Sovereign State of Querétaro, is one of the Political divisions of Mexico, 32 federal entities of Mexico. It is divided into Municipalities of Querétaro, 18 municipalities. Its capital city is Querétaro Cit ...

Mexico Mexico, officially the United Mexican States, is a country in North America. It is the northernmost country in Latin America, and borders the United States to the north, and Guatemala and Belize to the southeast; while having maritime boundar ...

. Kellogg's held a Royal Warrant from

Queen Elizabeth II Elizabeth II (Elizabeth Alexandra Mary; 21 April 19268 September 2022) was Queen of the United Kingdom and other Commonwealth realms from 6 February 1952 until Death and state funeral of Elizabeth II, her death in 2022. ...

until her death in 2022. Kellogg's was split into two companies on October 2, 2023, with WK Kellogg Co owning the North American cereal division, and the existing company being rebranded to "Kellanova", owning snack brands such as

Pop-Tarts Pop-Tarts (stylized as pop•tarts) is an American brand of toaster pastries (not tarts) produced and distributed by Kellanova (formerly Kellogg's) since 1964. The pastry consists of a sweet filling sealed inside two layers of thin, rectang ...

and

alongside the international cereal division. The purpose of the split was to separate the faster-growing convenience food, and international cereal products market, from the slower growth North American cereal market. "Kellogg's" itself became a brand name of both companies. Mars Inc., the owner of

M&M's M&M's are color-varied sugar-coated dragée chocolate confectionery by the Mars Wrigley Confectionery division of Mars Inc.. The candy consists of a candy shell surrounding a filling which determines the specific type of M&M's. Each piece has ...

and

Snickers Snickers (stylized in all caps) is a chocolate bar consisting of nougat topped with Caramel#Candy, caramel and peanuts, all encased in milk chocolate. The bars are made by the American company Mars Inc. The annual global sales of Snickers is ...

, agreed to acquire Kellanova for nearly $30 billion in August 2024, with the purchase expected to be completed in early 2025.

History

In 1876,

John Harvey Kellogg John Harvey Kellogg (February 26, 1852 – December 14, 1943) was an American businessman, Invention, inventor, physician, and advocate of the Progressive Era, Progressive Movement. He was the director of the Battle Creek Sanitarium in Battle Cr ...

became the superintendent of the Battle Creek Sanitarium (originally the Western Health Reform Institute founded by Ellen White), and his brother, W. K. Kellogg, worked as the bookkeeper. This is where corn flakes were created and led to the eventual formation of the Kellogg Company. For years, W. K. Kellogg assisted his brother in research to improve the vegetarian diet of the Battle Creek Sanitarium's patients, especially in the search for wheat-based granola. The Kelloggs are best known for the invention of the famous breakfast cereal

corn flakes Corn flakes, or cornflakes, are a breakfast cereal made from toasting flakes of corn (maize). Originally invented as a Breakfast, breakfast food to counter indigestion, it has become a popular food item in the American cuisine, American diet and ...

. The development of the flaked cereal in 1894 has been variously described by those involved: Ella Eaton Kellogg, John Harvey Kellogg, his younger brother Will Keith Kellogg, and other family members. There is considerable disagreement over who was involved in the discovery and the roles that they played. It is generally agreed that, upon being called out one night, John Kellogg left a batch of wheat-berry dough behind. Rather than throwing it out the following day, he sent it through the rollers and was surprised to obtain delicate flakes, which could then be baked. W. K. Kellogg persuaded his brother to serve the food in a flake form. Soon the flaked wheat was being packaged to meet hundreds of guest mail-order requests after they left the Sanitarium. However, John forbade his brother Will to distribute the cereal beyond his own consumers. As a result, the brothers fell out, and W. K. launched the Battle Creek Toasted Corn Flake Company on February 19, 1906. On July 4, 1907, a fire destroyed the main factory building. W. K. Kellogg had the new plant in full operation six months after the fire. Convincing his brother to relinquish rights to the product, Will's company produced and marketed the hugely successful Kellogg's Toasted Corn Flakes and was renamed to the Kellogg Toasted Corn Flake Company in 1909 and to the Kellogg Company in 1922. By 1909, Will's company produced 120,000 cases of Corn Flakes daily. John, who resented his brother's success, filed suit against Will's company in 1906 for the right to use the family name. The resulting legal battle, which included a trial that lasted an entire month, ended in December 1920 when the

Michigan Supreme Court The Michigan Supreme Court is the highest court in the U.S. state of Michigan. It is Michigan's court of last resort and consists of seven justices. The Court is located in the Michigan Hall of Justice at 925 Ottawa Street in Lansing, the s ...

ruled in Will's favor. In 1931, the Kellogg Company announced that most of its factories would shift towards 30-hour work weeks from the usual 40. W. K. Kellogg stated that he did this so that an additional shift of workers would be employed to support people through the depression era. This practice remained until

World War II World War II or the Second World War (1 September 1939 – 2 September 1945) was a World war, global conflict between two coalitions: the Allies of World War II, Allies and the Axis powers. World War II by country, Nearly all of the wo ...

and continued briefly after the war, although some departments and factories remained locked into 30-hour work weeks until 1980. The company went public in 1952. In 1964, Kellogg's introduced its first non-cereal product: a pastry which can be heated in a toaster, called Pop-Tarts. From 1969 to 1970, the slogan “Kellogg's puts more into your day” was used on Sunday morning TV shows. From 1969 to 1977, Kellogg's acquired various small businesses, including

Salada Tea Salada tea is a Canadian brand of tea currently sold in Canada by Lipton Teas and Infusions and in the United States by Salada Foods, a division of Redco Foods, Inc. History The Salada tea business was founded in Toronto in 1892 by Montreal-bo ...

, Fearn International, Mrs. Smith's Pies,

, and Pure Packed Foods; however, it was later criticized for not diversifying further, as

General Mills General Mills, Inc. is an American multinational corporation, multinational manufacturer and marketer of branded ultra-processed consumer foods sold through retail stores. Founded on the banks of the Mississippi River at Saint Anthony Falls in ...

and

Quaker Oats The Quaker Oats Company, known as Quaker, is an American food conglomerate based in Chicago, Illinois. As Quaker Mill Company, the company was founded in 1877 in Ravenna, Ohio. In 1881, Henry Crowell bought the company and launched a national ad ...

had. After underspending its competition in marketing and product development, Kellogg's US market share hit a low of 36.7% in 1983. According to Kellogg's chairman William E. LaMothe, a prominent

Wall Street Wall Street is a street in the Financial District, Manhattan, Financial District of Lower Manhattan in New York City. It runs eight city blocks between Broadway (Manhattan), Broadway in the west and South Street (Manhattan), South Str ...

analyst had described Kellogg's "a fine company that's past its prime," and the cereal market was being regarded as "mature". LaMothe and his team took this critique as a challenge, shifting their focus to approaching the demographic of 80 million

baby boomer Baby boomers, often shortened to boomers, are the demographic cohort preceded by the Silent Generation and followed by Generation X. The generation is often defined as people born from 1946 to 1964 during the mid-20th century baby boom that ...

s rather than marketing children-oriented cereals. In emphasizing cereal's convenience and nutritional value, Kellogg's helped persuade U.S. consumers aged 25 to 49 to eat 26% more cereal than people of that age ate five years prior. The U.S. ready-to-eat cereal market, worth $3.7 billion at retail in 1983, totaled $5.4 billion by 1988 and had expanded three times as fast as the average grocery category. Kellogg's also introduced new products, including Crispix, Raisin Squares, and Nutri-Grain Biscuits, and reached out internationally with Just Right aimed at

Australians Australians, colloquially known as Aussies, are the citizenship, citizens, nationality, nationals and individuals associated with the country of Australia. This connection may be residential, legal, historical or ethno-cultural. For most Aust ...

and Genmai Flakes for Japan. During this time, the company maintained success over its top competitors,

, which largely marketed children's cereals, and Post, which had difficulty in the adult cereal market.

21st century

In 2001, Kellogg's acquired the

Keebler Company The Keebler Company is an American cookie and former cracker manufacturer. Founded in 1853, it has produced numerous baked snacks, advertised with the Keebler Elves. Keebler had marketed its brands such as Cheez-It (which bear the Sunshine Biscu ...

for $3.87 billion. Over the years, it has also gone on to acquire

Morningstar Farms Morningstar Farms (stylized as MorningStar Farms) is a division of Kellanova that produces Veganism, vegan and vegetarianism, vegetarian food. Many of their offerings are plant-based variations of traditionally meat products. Their products inc ...

and Kashi divisions or subsidiaries. Kellogg's also owns the Bear Naked, Natural Touch, Cheez-It, Murray, Austin cookies and crackers, Famous Amos, Gardenburger (acquired 2007), and Plantation brands. Presently, Kellogg's is a member of the

World Cocoa Foundation The World Cocoa Foundation is a non-profit membership organization with more than 90 member companies striving to make the cocoa supply chain more sustainable. WCF and its members are criticized for doing too little to end child labor, deforest ...

. In 2012, Kellogg's became the world's second-largest snack food company (after

PepsiCo PepsiCo, Inc. is an American multinational corporation, multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase, New York, Purchase. PepsiCo's business encompasses all aspects of the f ...

) by acquiring the

potato chip Potato chips (North American English and Australian English; often just chip) or crisp (British English and Hiberno-English) are thin slices of potato (or a thin deposit of potato paste) that has been deep frying, deep fried, baking, baked, ...

brand

from

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...

for $2.7 billion in a cash deal. In 2017, Kellogg's acquired

-based food company Rxbar for $654 million. Earlier that year, Kellogg's also opened new corporate office space in Chicago's

Merchandise Mart The Merchandise Mart (or the Merch Mart, or the Mart) is a commercial building in Chicago Loop, downtown Chicago, Illinois. When it opened in 1930, it was the List of largest buildings, world's largest building, with of floor space. The Art De ...

for its global growth and IT departments. In the UK, Kellogg's also released the W. K. Kellogg brand of organic, vegan and plant-based cereals (such as granolas, organic wholegrain wheat, and "super grains") with no added sugars. In 2018, Kellogg's decided to cease their operations in Venezuela due to the

economic crisis A financial crisis is any of a broad variety of situations in which some financial assets suddenly lose a large part of their nominal value. In the 19th and early 20th centuries, many financial crises were associated with banking panics, and ma ...

in the country. Their factories were taken by the Venezuelan state under the

Nicolás Maduro Nicolás Maduro Moros (; born 23 November 1962) is a Venezuelan politician and former union leader serving as the 53rd president of Venezuela since 2013. Previously, he was the 24th Vice President of Venezuela, vice president from 2012 to 20 ...

administration. In mid-2019, Venezuelan Kellogg's cereal boxes began portraying the Venezuelan flag and a motto from Maduro: "Together, everything is possible" () alongside Kellogg's logo and mascots were sold all over the country. Kellogg's considers it as an illicit use, and the company stated they would take legal action. On April 1, 2019, it was announced that Kellogg's was selling Famous Amos, Murray's, Keebler, Mother's, and Little Brownie Bakers (one of the producers of the cookies for the Girl Scouts of the USA) to

Ferrero SpA Ferrero International SpA ( , ), more commonly known as Ferrero Group or simply Ferrero, is an Italian multinational company with headquarters in Alba. Ferrero is a manufacturer of branded chocolate and confectionery products, and the second ...

for $1.4 billion. On July 29, 2019, that sale was completed. Kellogg's kept the Keebler cracker line and replaced the Keebler name on their crackers with the Kellogg's name. In October 2019, Kellogg's partnered with

GLAAD GLAAD () is an American non-governmental media monitoring organization. Originally founded as a protest against defamatory coverage of gay and lesbian demographics and their portrayals in the media and entertainment industries, it has since ...

by "launching a new limited edition "All Together Cereal" and donating $50,000 to support GLAAD's anti-bullying and LGBTQ advocacy efforts". The All Together cereal consists of six mini cereal boxes combined into one package. In January 2020, Kellogg's decided to work with suppliers to phase out the use of

glyphosate Glyphosate (IUPAC name: ''N''-(phosphonomethyl)glycine) is a broad-spectrum systemic herbicide and crop desiccant. It is an organophosphorus compound, specifically a phosphonate, which acts by EPSP inhibitor, inhibiting the plant enzyme 5-en ...

by 2025, which some farmers have used as a drying agent for wheat and oats supplied to Kellogg's. In October 2021, workers at all of Kellogg's cereal-producing plants in the United States went on a strike conducted by the Bakery, Confectionery, Tobacco Workers and Grain Millers' International Union over disagreements over the terms of a new labor contract. On December 3, 2021, a tentative deal was struck to end the worker strike, but the union members overwhelmingly rejected the tentative agreement and Kellogg's management announced they would seek to replace all 1,400 striking workers. On December 21, 2021, about 1,400 Kellogg workers approved a collective bargaining agreement, ending the strike, which had lasted 77 days. On June 21, 2022, Kellogg's announced a plan to spin off its three cereal, snacks, and plant-based food divisions into separate companies. The North American cereal and plant-based food spin-off companies were to keep Battle Creek as their headquarters and the new snack and international cereal company will be based in Chicago. The successor company, known as Global Snacking Co. temporarily, represented 80 percent or $11.4 billion of Kellogg's sales. 60 percent of Global Snacking's business was snacks, and nearly half of the company's business was in the United States. The cereal business, temporarily called North America Cereal Co., was to be the second-largest American cereal company and the largest in Canada and the Caribbean, with 5 of the top 11 brands and $2.4 billion in annual sales. Plant-based foods, representing $340 million in annual sales, were to be called "Plant Co." and could potentially be sold. In January 2023, Kellogg's shelved its plans to spin off its plant food business and retained it as part of Global Snacking Co. On March 15, 2023, Kellogg's announced that North America Cereal Co. branch will be named WK Kellogg Co and Global Snacking Co. branch will be called Kellanova. The split was structured with Kellanova as the surviving company, using the

ticker symbol A ticker symbol or stock symbol is an abbreviation used to uniquely identify publicly traded Share (finance), shares of a particular stock or Security (finance), security on a particular stock exchange. Ticker symbols are arrangements of symbols ...

"K" on the NYSE. The WK Kellogg Co took the NYSE stock symbol "KLG". The split was completed on October 2, 2023. On August 14, 2024, Mars Inc., the owner of

and

, agreed to purchase Kellanova for nearly $30 billion.

Operations

* Australia: ** Pagewood ** Charmhaven (snack and cereal plant closed in 2014.) * Belgium: Zaventem &

Mechelen Mechelen (; ; historically known as ''Mechlin'' in EnglishMechelen has been known in English as ''Mechlin'', from where the adjective ''Mechlinian'' is derived. This name may still be used, especially in a traditional or historical context. T ...

plant * Brazil:

São Paulo São Paulo (; ; Portuguese for 'Paul the Apostle, Saint Paul') is the capital of the São Paulo (state), state of São Paulo, as well as the List of cities in Brazil by population, most populous city in Brazil, the List of largest cities in the ...

* Colombia:

Bogotá Bogotá (, also , , ), officially Bogotá, Distrito Capital, abbreviated Bogotá, D.C., and formerly known as Santa Fe de Bogotá (; ) during the Spanish Imperial period and between 1991 and 2000, is the capital city, capital and largest city ...

* Canada: **

Mississauga Mississauga is a Canadian city in the province of Ontario. Situated on the north-western shore of Lake Ontario in the Regional Municipality of Peel, it borders Toronto (Etobicoke) to the east, Brampton to the north, Milton to the northwest, ...

, Ontario – Canadian head office ** Anjou, Quebec – Eastern Canada sales office **

Calgary Calgary () is a major city in the Canadian province of Alberta. As of 2021, the city proper had a population of 1,306,784 and a metropolitan population of 1,481,806 making it the third-largest city and fifth-largest metropolitan area in C ...

, Alberta – Western Canada sales office **

London, Ontario London is a city in southwestern Ontario, Canada, along the Quebec City–Windsor Corridor. The city had a population of 422,324 according to the 2021 Canadian census. London is at the confluence of the Thames River (Ontario), Thames River and N ...

– manufacturers and distributes cereals (including Corn Flakes) in Canada. Closed at end of 2014, **

Belleville, Ontario Belleville is a city in Ontario, Canada, situated on the eastern end of Lake Ontario, located at the mouth of the Moira River and on the Bay of Quinte. Its population as of the 2021 Canadian census was 55,071 (Census Metropolitan Area population 1 ...

– cereal production plant opened 2009 and upgraded 2011; took over some operations from London after 2014 * China: Shanghai – Joint venture with agribusiness and food company Yihai Kerry * Ecuador:

Guayaquil Guayaquil (), officially Santiago de Guayaquil, is the largest city in Ecuador and also the nation's economic capital and main port. The city is the capital (political), capital of Guayas Province and the seat of Guayaquil Canton. The city is ...

* France: Noisy-le-Grand, Paris * Germany:

Hamburg Hamburg (, ; ), officially the Free and Hanseatic City of Hamburg,. is the List of cities in Germany by population, second-largest city in Germany after Berlin and List of cities in the European Union by population within city limits, 7th-lar ...

(sales and marketing for Germany, Austria, Switzerland, and Scandinavia; production in Germany shut down in 2018) * India:

Mumbai Mumbai ( ; ), also known as Bombay ( ; its official name until 1995), is the capital city of the Indian state of Maharashtra. Mumbai is the financial capital and the most populous city proper of India with an estimated population of 12 ...

* Republic of Ireland: European Head Office – Kellogg Europe Trading,

Swords, Dublin Swords ( or ) in County Dublin, the county town of the local government area of Fingal, is a large suburban town on the east coast of Ireland, situated ten kilometres north of Dublin city centre. It is the eighth largest urban area in Ireland ...

* Italy:

Milan Milan ( , , ; ) is a city in northern Italy, regional capital of Lombardy, the largest city in Italy by urban area and the List of cities in Italy, second-most-populous city proper in Italy after Rome. The city proper has a population of nea ...

* Japan:

Shinjuku, Tokyo , officially called Shinjuku City, is a special ward of Tokyo, Japan. It is a major commercial and administrative center, housing the northern half of the busiest railway station in the world ( Shinjuku Station) as well as the Tokyo Metropol ...

* Malaysia: Bandar Enstek,

Negeri Sembilan Negeri Sembilan (, Negeri Sembilan Malay: ''Nogoghi Sombilan'', ''Nismilan''), historically spelled as Negri Sembilan, is a States and federal territories of Malaysia, state in Malaysia which lies on the Peninsular Malaysia#Other features, wes ...

* Mexico:

Querétaro Querétaro, officially the Free and Sovereign State of Querétaro, is one of the Political divisions of Mexico, 32 federal entities of Mexico. It is divided into Municipalities of Querétaro, 18 municipalities. Its capital city is Querétaro Cit ...

* Middle East ** Bahrain:

Manama Manama ( ', Bahrani Arabic, Bahrani pronunciation: ) is the capital and List of cities in Bahrain, largest city of Bahrain, with an approximate population of 297,502 as of 2012. Long an important trading center in the Persian Gulf, Manama is ...

** Egypt:

Giza Giza (; sometimes spelled ''Gizah, Gizeh, Geeza, Jiza''; , , ' ) is the third-largest city in Egypt by area after Cairo and Alexandria; and fourth-largest city in Africa by population after Kinshasa, Lagos, and Cairo. It is the capital of ...

** Iran:

Tehran Tehran (; , ''Tehrân'') is the capital and largest city of Iran. It is the capital of Tehran province, and the administrative center for Tehran County and its Central District (Tehran County), Central District. With a population of around 9. ...

** Israel: Lod ** Jordan:

Amman Amman ( , ; , ) is the capital and the largest city of Jordan, and the country's economic, political, and cultural center. With a population of four million as of 2021, Amman is Jordan's primate city and is the largest city in the Levant ...

** Kuwait:

Kuwait City Kuwait City (; ) is the capital and largest city of Kuwait. Located at the heart of the country on the south shore of Kuwait Bay on the Persian Gulf, it is the political, cultural and economic center of the emirate, containing Kuwait's Seif Pal ...

** Lebanon:

Beirut Beirut ( ; ) is the Capital city, capital and largest city of Lebanon. , Greater Beirut has a population of 2.5 million, just under half of Lebanon's population, which makes it the List of largest cities in the Levant region by populatio ...

** Libya: Tripoli ** Oman: Azaiba, Muscat ** Qatar:

Doha Doha ( ) is the capital city and main financial hub of Qatar. Located on the Persian Gulf coast in the east of the country, north of Al Wakrah and south of Al Khor (city), Al Khor and Lusail, it is home to most of the country's population. It ...

** Saudi Arabia:

Jeddah Jeddah ( ), alternatively transliterated as Jedda, Jiddah or Jidda ( ; , ), is a List of governorates of Saudi Arabia, governorate and the largest city in Mecca Province, Saudi Arabia, and the country's second largest city after Riyadh, located ...

** Syria:

Damascus Damascus ( , ; ) is the capital and List of largest cities in the Levant region by population, largest city of Syria. It is the oldest capital in the world and, according to some, the fourth Holiest sites in Islam, holiest city in Islam. Kno ...

** UAE:

Dubai Dubai (Help:IPA/English, /duːˈbaɪ/ Help:Pronunciation respelling key, ''doo-BYE''; Modern Standard Arabic, Modern Standard Arabic: ; Emirati Arabic, Emirati Arabic: , Romanization of Arabic, romanized: Help:IPA/English, /diˈbej/) is the Lis ...

* Netherlands:

Den Bosch s-Hertogenbosch (), colloquially known as Den Bosch (), is a List of cities in the Netherlands by province, city and List of municipalities of the Netherlands, municipality in the Netherlands with a population of 160,783. It is the capital of ...

* Philippines:

Bonifacio Global City Bonifacio Global City, also known as BGC, Global City, or The Fort, is a 240-hectare mixed-use estate and central business district located in Fort Bonifacio, Taguig, Philippines. It is the home of the Philippine Stock Exchange, the national ...

* Poland:

Kutno Kutno is a city in central Poland with 42,704 inhabitants (2021) and an area of . It is the capital of Kutno County in the Łódź Voivodeship. Founded in the medieval period, Kutno was a local center of crafts and trade, owing its growth to i ...

* Portugal:

Lisbon Lisbon ( ; ) is the capital and largest city of Portugal, with an estimated population of 567,131, as of 2023, within its administrative limits and 3,028,000 within the Lisbon Metropolitan Area, metropolis, as of 2025. Lisbon is mainlan ...

* Russia: Kellogg Rus LLC (Sold to the Russian company Chernogolovka in July 2023) * South Africa: Springs * South Korea:

Seoul Seoul, officially Seoul Special Metropolitan City, is the capital city, capital and largest city of South Korea. The broader Seoul Metropolitan Area, encompassing Seoul, Gyeonggi Province and Incheon, emerged as the world's List of cities b ...

* Spain:

Valls Valls () is a city and municipality in the Camp de Tarragona region in Catalonia, Spain. It is the capital of the comarca of Alt Camp. In 2014, it had a population of 24,570. Valls is known for its calçots – a type of scallion or green onio ...

(cereal production plant) and Alcobendas (Spanish head office) * Sri Lanka:

Colombo Colombo, ( ; , ; , ), is the executive and judicial capital and largest city of Sri Lanka by population. The Colombo metropolitan area is estimated to have a population of 5.6 million, and 752,993 within the municipal limits. It is the ...

;

Sri Jayawardenapura Kotte Sri Jayawardenepura Kotte (), also known as Jayapura or Kotte, is the legislative capital of Sri Lanka. Sri Jayawardenepura Kotte is located adjacent to the urban area of Sri Lanka's de facto economic, executive, and judicial capital, Colombo ...

* Thailand:

Bangkok Bangkok, officially known in Thai language, Thai as Krung Thep Maha Nakhon and colloquially as Krung Thep, is the capital and most populous city of Thailand. The city occupies in the Chao Phraya River delta in central Thailand and has an estim ...

Rayong Rayong (, ) is a city (''thesaban nakhon'') on the east coast of the Gulf of Thailand and the capital of Rayong province. It covers tambons Tha Pradu and Pak Nam and parts of ''tambons'' Choeng Noen and Noen Phra, all within Mueang Rayong dist ...

(snacks and cereals) * United Kingdom: ** England:

Manchester Manchester () is a city and the metropolitan borough of Greater Manchester, England. It had an estimated population of in . Greater Manchester is the third-most populous metropolitan area in the United Kingdom, with a population of 2.92&nbs ...

** Scotland: Portable Foods Manufacturing Livingston ** Wales:

Wrexham Wrexham ( ; ) is a city status in the United Kingdom, city in the North East Wales, north-east of Wales. It lies between the Cambrian Mountains, Welsh mountains and the lower River Dee, Wales, Dee Valley, near the England–Wales border, borde ...

including Portable Foods Manufacturing * United States: **

Battle Creek, Michigan Battle Creek is a city in northwestern Calhoun County, Michigan, United States, at the confluence of the Kalamazoo River, Kalamazoo and Battle Creek River, Battle Creek rivers. As of the 2020 United States census, 2020 census, the city had a tota ...

Cary, North Carolina Cary is a town in Wake County, North Carolina, Wake, Chatham County, North Carolina, Chatham, and Durham County, North Carolina, Durham counties in the U.S. state of North Carolina and is part of the Raleigh, North Carolina, Raleigh-Cary, NC M ...

Jackson, Tennessee Jackson is a city in and the county seat of Madison County, Tennessee, United States. Located east of Memphis, Tennessee, Memphis and 130 Miles Southwest of Nashville, it is a regional center of trade for West Tennessee. Its total population wa ...

Lancaster, Pennsylvania Lancaster ( ) is a city in Lancaster County, Pennsylvania, United States, and its county seat. With a population of 58,039 at the 2020 United States census, 2020 census, it is the List of municipalities in Pennsylvania, eighth-most populous ci ...

Memphis, Tennessee Memphis is a city in Shelby County, Tennessee, United States, and its county seat. Situated along the Mississippi River, it had a population of 633,104 at the 2020 United States census, 2020 census, making it the List of municipalities in Tenne ...

Omaha, Nebraska Omaha ( ) is the List of cities in Nebraska, most populous city in the U.S. state of Nebraska. It is located in the Midwestern United States along the Missouri River, about north of the mouth of the Platte River. The nation's List of United S ...

Pikeville, Kentucky Pikeville () is a List of cities in Kentucky, home rule-class city in and the county seat of Pike County, Kentucky, United States. Its population was 7,754 as of the 2020 United States census, 2020 U.S. Census. Pikeville serves as a regional eco ...

** South

Augusta, Georgia Augusta is a city on the central eastern border of the U.S. state of Georgia (U.S. state), Georgia. The city lies directly across the Savannah River from North Augusta, South Carolina at the head of its navigable portion. Augusta, the third mos ...

Virginia Beach, Virginia Virginia Beach (colloquially VB) is the most populous city in the U.S. commonwealth of Virginia. The city is located on the Atlantic Ocean at the mouth of the Chesapeake Bay in southeastern Virginia. It is the sixth-most populous city in the ...

* Morocco

Finances

For the fiscal year 2017, Kellogg's reported earnings of US$1.269 billion, with an annual revenue of US$12.932 billion, a decline of 0.7% over the previous fiscal cycle. Kellogg's market capitalization was valued at over US$22.1 billion in November 2018.

Brands

* Bear Naked, Inc. * Cheez-It Crackers *

* Fruit Winders * Fruity Snacks *

* Club Crackers * Nutri-Grain *

* Rxbar * Sunshine Biscuits * Town House * Zesta Crackers * Carr's (US only) *

* Incogmeato * Joybol * Austin Sandwich Cookies * Cracklin' Oat Bran * Gardenburger * Frozen Breakfast * Mueslix Cereal * Pure Organic Fruit Bars * Toasteds Crackers * Special K (snack bars)

Cereal

BlotterKelloggsCornFlakesAdvertizement1910s

Here is a list of Kellanova's cereals (international only) with available varieties: * All-Bran: All-Bran Original, All-Bran Bran Buds, All-Bran Bran Flakes (UK), All-Bran Extra Fiber, All-Bran Guardian (Canada) * Apple Jacks * Apple Jacks Apple vs Cinnamon Limited Edition * Apple Jacks 72 Flavor Blast (Germany) * Bran Buds (New Zealand) * Bran Flakes * Chocos (India, Europe) * Chocolate Corn Flakes: a chocolate version of Corn Flakes. First sold in the UK in 1998 (as Choco Corn Flakes or Choco Flakes), but discontinued a few years later. Re-released in 2011. * Cinnabon * Cinnamon Mini Buns * Coco Pops Coco Rocks * Coco Pops Special Edition Challenger Spaceship * Coco Pops Crunchers * Coco Pops Mega Munchers * Coco Pops Moons and Stars * Cocoa Krispies or Coco Pops (also called Choco Pops in France, Choco Krispies in Portugal, Spain, Germany, Austria, and Switzerland, Choco Krispis in Latin America) * Cocoa Flakes *

* Complete Wheat Bran Flakes/Bran Flakes * Corn Pops * Country Store * Cracklin' Oat Bran * Crayola Jazzberry Cereal: In 2021, Kellogg and Crayola teamed up to create a fruit flavored cereal with a coloring book on the box. * Crispix * Crunch: Caramel Nut Crunch, Cran-Vanilla Crunch, Toasted Honey Crunch *

Crunchy Nut Crunchy Nut (previously known as "Crunchy Nut Corn Flakes" in the UK, and "Nut & Honey Crunch"/"Honey & Nut Corn Flakes" in the US) is a breakfast cereal made by Kellogg's with flakes of corn, honey, three types of sugar, and chopped peanuts. Th ...

(formerly Crunchy Nut Cornflakes) * Crunch Nut Bran * Cruncheroos *

Disney The Walt Disney Company, commonly referred to as simply Disney, is an American multinational mass media and entertainment industry, entertainment conglomerate (company), conglomerate headquartered at the Walt Disney Studios (Burbank), Walt Di ...

cereals: Disney Hunny B's Honey-Graham, Disney Mickey's Magix, Disney Mud & Bugs, Pirates of the Caribbean, Disney Princess * Donut Shop *

* Extra (Muesli): Fruit and Nut, Fruit Magic, Nut Delight *

Froot Loops Froot Loops is a sweetened, fruit-flavored breakfast cereal made by WK Kellogg Co for the United States, Canadian, and Caribbean markets and Kellanova for the rest of the world. The brand was solely owned by the original Kellogg Company before ...

: Froot Loops, Froot Loops Less Sugar, Marshmallow Froot Loops, Froot Bloopers *

Frosted Flakes Frosted Flakes or Frosties is a breakfast cereal, produced by WK Kellogg Co for the United States, Canada, and Caribbean markets and by Kellanova for the rest of the world, and consisting of sugar-coated corn flakes. It was introduced in the U ...

(Frosties outside of the US/Canada): Kellogg's Frosted Flakes, Kellogg's Frosted Flakes Kellogg's Banana Frosted Flakes, Kellogg's Birthday Confetti Frosted Flakes, Kellogg's Cocoa Frosted Flakes, Less Sugar, Tony's Cinnamon Krunchers, Honey Nut * Frosted Mini-Wheats (known in the UK as Toppas until the early 1990s, when the name was changed to Frosted Wheats. The name Toppas is still applied to this product in other parts of Europe, as in Germany and Austria) * Fruit Harvest: Fruit Harvest Apple Cinnamon, Fruit Harvest Peach Strawberry, Fruit Harvest Strawberry Blueberry * Fruit 'n Fibre (not related to the

Post cereal Post Consumer Brands, LLC (previously Post Cereals and Postum Cereals; also known simply as Post) is an American consumer Fast-moving consumer goods, packaged goods Food processing, food manufacturer headquartered in Lakeville, Minnesota. The co ...

of the same name sold in the US) * Fruit Winders (UK) * Genmai Flakes (Japan) * Guardian (Australia, NZ, Canada) * Happy Inside: Bold Blueberry, Simply Strawberry, Coconut Crunch * Honey Loops (formerly Honey Nut Loops) * Honey Nut Corn Flakes * Honey Smacks (US)/Smacks (other markets) * Jif Peanut Butter Cereal (US only) * Just Right: Just Right Original, Just Right Fruit & Nut, Just Right Just Grains, Just Right Tropical, Just Right Berry & Apple, Just Right Crunchy Blends – Cranberry, Almond & Sultana (Australia/NZ), Just Right Crunchy Blends – Apple, Date & Sultana (Australia/NZ) * Khampa Tsampa- Roasted Barley (

Tibet Tibet (; ''Böd''; ), or Greater Tibet, is a region in the western part of East Asia, covering much of the Tibetan Plateau and spanning about . It is the homeland of the Tibetan people. Also resident on the plateau are other ethnic groups s ...

) * Kombos * Krave – chocolate cereal introduced in the UK in 2010, then rolled out in Europe as ''Tresor'' or ''Trésor'' in 2011, and in North America in 2012 * Komplete (Australia) * Low-Fat Granola: Low-Fat Granola, Low-Fat Granola with Raisins * Mini Max * Mini Swirlz * Mini-Wheats: Mini-Wheats Frosted Original, Mini-Wheats Frosted Bite Size, Mini-Wheats Frosted Maple & Brown Sugar, Mini-Wheats Raisin, Mini-Wheats Strawberry, Mini-Wheats Vanilla Creme, Mini-Wheats Strawberry Delight, Mini-Wheats Blackcurrant * Mueslix: Mueslix with Raisins, Dates & Almonds * Nutri-Grain * Nut Feast * Oat Bran: Cracklin' Oat Bran * Optivita *

Bites: Frosted Strawberry, Frosted Brown Sugar Cinnamon * Raisin Bran/Sultana Bran: Raisin Bran, Raisin Bran Crunch, Sultana Bran (Australia/NZ), Sultana Bran Crunch (Australia/NZ) * Raisin Wheats *

/Rice Bubbles: Rice Krispies, Frosted Rice Krispies ( Ricicles in the UK), Gluten Free Rice Krispies, Rice Bubbles, LCMs, Rice Krispies Cocoa (Canada only), Rice Crispies Multi-Grain Shapes, Rice Krispies Treats Cereal * Rocky Mountain Chocolate Factory Chocolatey Almond cereal *

Scooby-Doo ''Scooby-Doo'' is an American media franchise owned by Warner Bros., Warner Bros. Entertainment and created in 1969 by writers Joe Ruby and Ken Spears through their animated series, ''Scooby-Doo, Where Are You!'', for Hanna-Barbera (which wa ...

cereal: Cinnamon Marshmallow Scooby-Doo! Cereal * Smart Start: Smart Start, Smart Start Soy Protein Cereal *

Smorz Smorz is a breakfast cereal manufactured by the Kellogg Company, consisting of chocolate graham-flavored puffed corn squares and marshmallows, modeled after the flavor of s'mores. Description and history This breakfast cereal is described ...

* Special K: Special K, Special K low carb lifestyle, Special K Red Berries, Special K Vanilla Almond, Special K Honey & Almond (Australia), Special K Forest Berries (Australia), Special K Purple Berries (UK), Special K Light Muesli Mixed Berries & Apple (Australia/NZ), Special K Light Muesli Peach & Mango flavour (Australia/NZ), Special K Dark Chocolate (Belgium), Special K Milk Chocolate (Belgium), Special K Sustain (UK) *

Spider-Man Spider-Man is a superhero in American comic books published by Marvel Comics. Created by writer-editor Stan Lee and artist Steve Ditko, he first appearance, first appeared in the anthology comic book ''Amazing Fantasy'' #15 (August 1962) in ...

cereal: Spider-Man Spidey-Berry *

SpongeBob SquarePants ''SpongeBob SquarePants'' is an American animated television series, animated comedy television series created by marine science educator and animator Stephen Hillenburg for Nickelodeon. It first aired as a sneak peek after the 1999 Kids' C ...

cereal * Strawberry Pops (South Africa) * Super Mario Cereal * Sustain: Sustain, Sustain Selection * Tresor (Europe) * Variety * Vector (Canada only) * Yeast bites with honey * Kringelz (formerly known as ZimZ!): mini cinnamon-flavored spirals. Only sold in Germany and Austria

Discontinued cereals and foods

1917 advertisement for Krumbles * Banana Bubbles : Banana-flavored variation of Rice Krispies. First appeared in the UK in 1995, but discontinued shortly thereafter. * Banana Frosted Flakes *

Bart Simpson Bartholomew Jo-Jo "Bart" Simpson is a character in the American animated television series ''The Simpsons'' who is part of the titular family. Bart made his television debut in the short " Good Night" on '' The Tracey Ullman Show'' on Apri ...

's No Problem-O's and

's Eat My Shorts : Sold in the UK for a limited period *

Peanut Butter Chocolate Crunch Cereal * Bigg Mixx cereal * Buckwheat & Maple * Buzz Blasts (based on

Buzz Lightyear Buzz Lightyear is a fictional character in the The Walt Disney Company, Disney–Pixar Toy Story (franchise), ''Toy Story'' franchise. He is a superhero action figure from an Story within a story, in-universe media franchise. Buzz is recognizab ...

from the ''

Toy Story ''Toy Story'' is a 1995 American animated adventure comedy film produced by Pixar Animation Studios for Walt Disney Pictures. It is the first installment in the Toy Story (franchise), ''Toy Story'' franchise and the Firsts in animation, firs ...

'' movies) *

C-3PO C-3PO () or See-Threepio is a humanoid robot character in the ''Star Wars'' franchise. He is a protocol droid (Star Wars), droid designed to assist in etiquette and translation, and is fluent in over six million forms of communication. The chara ...

's cereal: Introduced in 1984 and inspired by the multi-lingual droid from ''

Star Wars ''Star Wars'' is an American epic film, epic space opera media franchise created by George Lucas, which began with the Star Wars (film), eponymous 1977 film and Cultural impact of Star Wars, quickly became a worldwide popular culture, pop cu ...

'', the cereal called itself "a New (crunchy) Force at Breakfast" and was composed of "twin rings phased together for two crunches in every double-O". In other words, they were shaped like the digit 8. After severing the cereal's ties to ''

'', the company renamed it Pro-Grain and promoted it with sports-oriented commercials. * Cinnamon Crunch Crispix * Cinnamon Mini-Buns * Cocoa Hoots: Manufactured briefly in the early 1970s, this cereal resembled

Cheerios Cheerios is a brand of cereal manufactured by General Mills in the United States and Canada, consisting of pulverized oats in the shape of a solid torus. In Europe, Cheerios is marketed by Cereal Partners under the Nestlé brand; in Austral ...

but was chocolate-flavored. The mascot was a cartoon character named Newton the Owl, and one of its commercials featured a young

Jodie Foster Alicia Christian "Jodie" Foster (born November 19, 1962) is an American actress and filmmaker. Foster started her career as a child actor before establishing herself as leading actress in film. She has received List of awards and nominations re ...

. * Coco Pops Strawss * Complete Oat Bran Flakes * Concentrate * Corn Flakes with Instant Bananas * Corn Soya cereal * Crunchy Loggs * Double Dip Crunch * Eggo Waf-Fulls * Frosted Krispies * Frosted Rice: This was a combination of Frosted Flakes and Rice Krispies, using Rice Krispies with frosting on them. Tony Jr. was the brand's mascot. * Fruit Twistables * Fruity Marshmallow Krispies * Golden Crackles * Golden Oatmeal Crunch (later revised to Golden Crunch) * Gro-Pup Dog Food and Dog Biscuits * Heartwise (which contained

psyllium Psyllium (), or ispaghula (), is the common name used for several members of the plant genus ''Plantago'' whose seeds are used commercially for the production of mucilage. Psyllium is mainly used as a dietary fiber to relieve symptoms of both ...

, an Indian-grown grain used as a laxative and cholesterol-reducer) * Homer's Cinnamon Donut Cereal (based on ''

The Simpsons ''The Simpsons'' is an American animated sitcom created by Matt Groening and developed by Groening, James L. Brooks and Sam Simon for the Fox Broadcasting Company. It is a Satire (film and television), satirical depiction of American life ...

'' TV cartoon) * Kenmei Rice Bran cereal * KOMBOs (orange, strawberry and chocolate flavors) * Kream Krunch * Krumbles cereal: Manufactured from approximately the 1920s to the mid-1960s; based on shreds of wheat but different from shredded wheat in texture. Unlike the latter, it tended to remain crisp in milk. In the Chicago area, Krumbles was available into the late 1960s. It was also high in fiber, although that attribute was not in vogue at the time. * Marshmallow Krispies (later revised to Fruity Marshmallow Krispies) * Most * Mr. T's Muscle Crunch (1983–1985) * Nut & Honey Crunch * OJ's ("All the Vitamin C of a 4-oz. Glass of Orange Juice") * OKs cereal (early 1960s): Oat-based cereal physically resembling the competing brand Cheerios, with half the OKs shaped like letter O's and the other half shaped like K's, but did not taste like Cheerios. OKs originally featured Big Otis, a giant, burly Scotsman, on the box; this was replaced by the more familiar Yogi Bear. * Pep: Best remembered as the sponsor of the

Superman Superman is a superhero created by writer Jerry Siegel and artist Joe Shuster, which first appeared in the comic book ''Action Comics'' Action Comics 1, #1, published in the United States on April 18, 1938.The copyright date of ''Action Comics ...

radio serial. *

Pokémon is a Japanese media franchise consisting of List of Pokémon video games, video games, Pokémon (TV series), animated series and List of Pokémon films, films, Pokémon Trading Card Game, a trading card game, and other related media. The fran ...

Cereal: A limited edition cereal that promoted the Pokémon franchise. It consisted of O-shaped cereal and marshmallows shaped liked Pikachu, Oddish, Poliwhirl and Ditto. They later returned during Gen II with marshmallows formed like Cleffa, Wobbuffet and Pichu for a short time. * Pop-Tarts Crunch * Powerpuff Girls Cereal * Product 19: Discontinued in 2016 * Pro Grain * Puffa Puffa Rice (late 1960s–early 1970s) * Raisin Squares * Raisins Rice and Rye * Razzle Dazzle Rice Krispies * Ricicles * Sugar Stars/Stars/All-Stars cereal * Strawberry Rice Krispies * Strawberry Splitz * 3 Point Pops * Tony's Cinnamon Krunchers * Tony's Turboz * Triple Snack * Yogos: Discontinued in 2011 * Yogos (Berry, Mango, Strawberry, 72 Flavor Blast (Germany), Cookies and Cream, Tacos (Mexico)) * Yogos Rollers: Discontinued in 2009 * Zimz: Cinnamon Cereal Discontinued *

Start Start can refer to multiple topics: * Takeoff, the phase of flight where an aircraft transitions from moving along the ground to flying through the air * Starting lineup in sports * Track and field#Starts use in race, Starts use in sport race * S ...

(UK)

Marketing

Various methods have been used in the company's history to promote the company and its brands. Foremost among these is the design of the Kellogg's logo by Ferris Crane under the art direction of type guru Y. Ames. Another was the well-remembered jingle "K E double-L, O double-good, Kellogg's best to you!". With the rising popularity of patent medicine in early 20th century advertising, The Kellogg Company of Canada published a book named ''A New Way of Living'' that showed readers "how to achieve a new way of living; how to preserve vitality; how to maintain enthusiasm and energy; how to get the most out of life because of a physical ability to enjoy it". It touted the All-Bran cereal as the secret to leading "normal" lives free of constipation. Kellogg's was a major sponsor throughout the run of the hit CBS panel show ''

What's My Line? ''What's My Line?'' is a Panel show, panel game show that originally ran in the United States, between 1950 and 1967, on CBS, originally in black and white and later in color, with subsequent American revivals. The game uses celebrity panelists ...

'' It and its associated products Frosted Flakes and Rice Krispies were also major sponsors for the

PBS Kids PBS Kids (stylized as PBS KIDS) is the branding used for nationally distributed children's programming carried by the U.S. public television network PBS. The brand encompasses a daytime block of children's programming carried daily by most PBS ...

children's animated series ''

Dragon Tales ''Dragon Tales'' is an animated educational television, educational Fantasy fiction, fantasy children's television series created by Jim Coane and Ron Rodecker, developed by Coane, Wesley Eure, Jeffrey Scott, Cliff Ruby and Elana Lesser, and pr ...

''. Kellogg's was a sponsor of

USA Gymnastics United States of America Gymnastics (USA Gymnastics or USAG) is the national governing body for gymnastics in the United States. It sets the domestic rules and policies that govern the sport, promotes and develops gymnastics on the grassroots ...

and produced the Kellogg's Tour of Gymnastics, a 36-city tour held in 2016 after the Olympic games and featured performances by recent medal-winning gymnasts from the United States. Kellogg's is currently the title sponsor of three college football

bowl game In North America, a bowl game, or simply bowl, is one of a number of postseason college football games primarily played by NCAA Division I Football Bowl Subdivision (FBS) teams. For most of its history, the FBS did not use a playoff tourname ...

s. In 2019, Kellogg's became the new title sponsor of the Sun Bowl game, with the game being branded as the "

Tony the Tiger Tony the Tiger is the advertising cartoon anthropomorphic tiger mascot for Frosted Flakes (also known as Frosties) breakfast cereal, appearing on its packaging and advertising. After the original Kellogg's, Kellogg Company spun off its North Am ...

Sun Bowl". This was followed in 2020 by the company using its Cheez-It brand to sponsor of the game now known as the

Pop-Tarts Bowl The Pop-Tarts Bowl is an annual college football bowl game that is played in Orlando, Florida, at Camping World Stadium. Originally commissioned as the Sunshine Classic, it has undergone many name changes due to sponsorship rights. The bowl is op ...

. In 2022, Kellogg's added the Citrus Bowl to its bowl sponsorships, with the game branded as the "Cheez-It Citrus Bowl".

Premiums and prizes

W. K. Kellogg was the first to introduce prizes in boxes of cereal. The marketing strategy that he established has produced thousands of different

cereal box prize A cereal box prize, also known as a cereal box toy in the UK and Ireland, is a form of advertising that involves using a promotional toy or small item that is offered as an incentive to buy a particular breakfast cereal. Prize (marketing), Prizes a ...

s that have been distributed by the tens of billions.

Children's premiums

Beginning in 1909, Kellogg's Corn Flakes had the first cereal premium with ''The Funny Jungleland Moving Pictures Book.'' The book was originally available as a

prize A prize is an award to be given to a person or a group of people (such as sporting teams and organizations) to recognize and reward their actions and achievements.

that was given to the customer in the store with the purchase of two packages of the cereal. But in 1909, Kellogg's changed the book giveaway to a premium mail-in offer for the cost of a dime. Over 2.5 million copies of the book were distributed in different editions over a period of 23 years.

Cereal box prizes

In 1945, Kellogg's inserted a

prize A prize is an award to be given to a person or a group of people (such as sporting teams and organizations) to recognize and reward their actions and achievements.

in the form of pin-back buttons into each box of Pep cereal. Pep pins have included U.S. Army squadrons as well as characters from newspaper comics and were available through 1947. There were five series of comic characters and 18 different buttons in each set, with a total of 90 in the collection. Other manufacturers of major brands of cereal, including

, Malt-O-Meal,

Nestlé Nestlé S.A. ( ) is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Switzerland. It has been the largest publicly held food company in the world, measured by revenue and other metrics, since 20 ...

Post Foods Post Consumer Brands, LLC (previously Post Cereals and Postum Cereals; also known simply as Post) is an American consumer packaged goods food manufacturer headquartered in Lakeville, Minnesota. The company, founded in 1895 by C. W. Post, own ...

, and

, followed suit and inserted prizes into boxes of cereal to promote sales and brand loyalty.

Mascots

Licensed brands have been omitted since the corresponding mascots would be obvious (for example,

is the mascot for Spider-Man Spidey-Berry). * Cocoa Hoots cereal: Newton the Owl * Cocoa Krispies cereal (Known as Choco Krispis in Latin America, Choco Krispies in Germany, Austria, Spain, and Switzerland, Chocos in India, and Coco Pops in Australia, the UK, and Europe): Jose (monkey), Coco (monkey), Melvin (elephant),

Snagglepuss Snagglepuss is a fictional cartoon character who debuted in prototype form on ''The Quick Draw McGraw Show'' in 1959 and was established as a studio regular by 1961. A light pink anthropomorphic Puma (species), puma sporting an upturned collar, s ...

(

Hanna-Barbera Hanna-Barbera Cartoons, Inc. ( ; formerly known as H-B Enterprises, Hanna-Barbera Productions, Inc. and H-B Production Co.), simply and commonly known as Hanna-Barbera, was an American animation studio and production company, which was acti ...

character), Ogg (caveman), Tusk (elephant), and Snap, Crackle and Pop (who were also, and remain as of February 2014, the Rice Krispies mascots; see below) *

cereal: Cornelius (rooster) *

(known as Frosties outside the US/Canada, Zucaritas in Latin America and Sucrilhos in Brazil) cereal:

cereal: Toucan Sam * Honey Smacks (US)/Smacks (other markets) cereal: Dig 'Em Frog * Raisin Bran cereal: Sunny the Sun *

(known as

Rice Bubbles Rice Krispies (known as Rice Bubbles in Australia and New Zealand) is a breakfast cereal produced by WK Kellogg Co for the United States, Canadian, and Caribbean markets and by Kellogg's, Kellanova for the rest of the world. Rice Krispies are ...

in Australia and New Zealand) cereal: Snap, Crackle and Pop * Ricicles (UK Only) cereal: Captain Rik * Apple Jacks cereal: CinnaMon and Bad Apple * Honey Loops cereal: Loopy (bumblebee), Pops (honey bee) * Keebler cookies and crackers: Ernie and the Elves

Motorsports

Kellogg's made its first foray into auto racing between 1991 and 1992 when the company sponsored the #41 Chevrolets fielded by Larry Hedrick Motorsports in the

NASCAR The National Association for Stock Car Auto Racing, LLC (NASCAR) is an American auto racing sanctioning and operating company that is best known for stock car racing. It is considered to be one of the top ranked motorsports organizations in ...

Winston Cup Series The NASCAR Cup Series is the top racing series of the National Association for Stock Car Auto Racing (NASCAR), the most prestigious stock car racing series in the United States. The series began in 1949 as the Strictly Stock Division, and fro ...

and driven by Phil Parsons, Dave Marcis, Greg Sacks, Hut Stricklin, and

Richard Petty Richard Lee Petty (born July 2, 1937), nicknamed "the King", is an American former stock car racing driver who competed from 1958 to 1992 in the former NASCAR Grand National and Winston Cup Series (now called the NASCAR Cup Series), most nota ...

, but they gained greater prominence for their sponsorship of two-time

Winston Cup The NASCAR Cup Series is the top racing series of the NASCAR, National Association for Stock Car Auto Racing (NASCAR), the most prestigious stock car racing series in the United States. The series began in 1949 as the Strictly Stock Division, ...

Champion

Terry Labonte Terrance Lee Labonte (born November 16, 1956), nicknamed "Texas Terry" or "the Iceman", is an American former stock car racing, stock car driver. He raced from 1978 to 2014 in the former NASCAR Winston Cup and Sprint Cup Series (now called the NAS ...

from 1993 to 2006, the last 12 years of that as the sponsor for

Hendrick Motorsports Hendrick Motorsports is an American professional auto racing organization that competes in the NASCAR Cup Series. The team was founded in 1984 as All-Star Racing by Rick Hendrick. Hendrick Motorsports has won a NASCAR-record 316 Cup Series ra ...

' No.5 car. Kellogg's sponsored the No.5 car for Labonte,

Kyle Busch Kyle Thomas Busch (born May 2, 1985) is an American professional stock car racing driver. He competes full-time in the NASCAR Cup Series, driving the No. 8 Chevrolet Camaro (sixth generation)#ZL1, Chevrolet ZL1 for Richard Childress Racing and par ...

Casey Mears Casey James Mears (born March 12, 1978) is an American professional off-road racing, off-road and stock car racing driver. He competes part-time in the NASCAR Cup Series, driving the No. 66 Ford Mustang, Ford Mustang Dark Horse for Garage 66. He ...

, and

Mark Martin Mark Anthony Martin (born January 9, 1959), nicknamed "the Kid", is an American former stock car racing driver. He most notably drove the No. 6 Ford Motor Company, Ford for Roush Racing for the majority of his career. From 1989 to 2009, Martin wo ...

until 2010, and it then served as an associate sponsor for

Carl Edwards Carl Michael Edwards Jr. (born August 15, 1979) is an American former professional stock car racing driver and a current analyst for ''NASCAR on Prime Video''. He last competed in the NASCAR Cup Series, NASCAR Sprint Cup Series, driving the No ...

' #99 car for Roush Fenway Racing. Kellogg's placed

Dale Earnhardt Ralph Dale Earnhardt (; April 29, 1951February 18, 2001) was an American professional Stock car racing, stock car driver and racing team owner, who raced from 1975 to 2001 in the former NASCAR Winston Cup Series (now called the NASCAR Cup Serie ...

on Kellogg's Corn Flakes boxes for 1993 six-time

champion and 1994 seven-time Winston Cup champion, as well as

Jeff Gordon Jeffery Michael Gordon (born August 4, 1971) is an American stock car racing executive and former professional stock car racing driver who currently serves as the vice chairman of Hendrick Motorsports. He raced full-time from 1993 to 2015, d ...

on the Mini Wheats box for the 1993 Rookie of the Year, 1995

Brickyard 400 The Brickyard 400 is an annual NASCAR Cup Series points race held at the Indianapolis Motor Speedway in Speedway, Indiana, United States. The inaugural race was held in 1994 and was the first race other than the Indianapolis 500 to be held at the ...

inaugural race, 1997 Champion, and 1998 three-time champion, and a special three-pack racing box set with

, Terry Labonte, and Dale Jarrett in 1996.

Merchandising

Kellogg's has used some merchandising for their products. Entertainer

Jimmy Durante James Francis Durante ( , ; February 10, 1893 – January 29, 1980) was an American comedian, actor, singer, and pianist. His distinctive gravelly speech, Lower East Side New York accent, accent, comic language-butchery, jazz-influenced son ...

appeared in some Kellogg's commercials in the 1960s. Kellogg's once released ''Mission Nutrition'', a

PC game A personal computer game, or abbreviated PC game, also known as a computer game, is a video game played on a personal computer (PC). The term ''PC game'' has been popularly used since the 1990s referring specifically to games on "Wintel" (Micr ...

that came free with special packs of cereal. It played in a similar fashion as ''

Donkey Kong Country ''Donkey Kong Country'', known in Japan as is a 1994 platform game developed by Rare (company), Rare and published by Nintendo for the Super Nintendo Entertainment System (SNES). It is a Reboot (fiction), reboot of Nintendo's ''Donkey Kong'' ...

''; users could play as Tony the Tiger, Coco the Monkey, or Snap, Crackle, and Pop. Kellogg's has also released "Talking" games. The two current versions are Talking Tony and Talking Sam. In these games, a microphone is used to play games and create voice commands for their computers. In Talking Tony, Tony the Tiger, a famous Kellogg's mascot, would be the main and only character in the game. In Talking Sam, Toucan Sam, would be in the game, instead. Some oy carshave the Kellogg's logo on them, and occasionally their mascots. There was also a Talking Snap Crackle and Pop software.

Olympic Games

Kellogg's frequently partners with the U.S. Olympic Committee to feature American

athlete An athlete is most commonly a person who competes in one or more sports involving physical strength, speed, power, or endurance. Sometimes, the word "athlete" is used to refer specifically to sport of athletics competitors, i.e. including track ...

s from the U.S. Olympic and Paralympic Teams on the packages of its cereal brands. In 2011 it became an official sponsor for the 2012, 2014 and 2016 U.S. Olympic and Paralympic Teams. Its sponsorship at the 2018 Winter Olympic Games featured American athletes

Nathan Chen Nathan Wei Chen (born May 5, 1999) is an American figure skating, figure skater. He is the Figure skating at the 2022 Winter Olympics – Men's singles, 2022 Olympic champion, a three-time World Figure Skating Championships#Men, World champion ...

, Kelly Clark, Meghan Duggan and Mike Schultz. The sponsorship was renewed for the 2018 and 2020 Olympic and Paralympic Games.

Restaurant

From 2016 to 2019, Kellogg's operated "Kellogg's NYC", a branded café in

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

that sold bowls of cereal with optional toppings.

Political involvement

Genetically modified foods labeling

Kellogg's donated around US$2 million opposing California Proposition 37, a 2012 ballot initiative that, if enacted, would have required compulsory labeling of genetically engineered food products. In March 2016, though, they vowed to label all of their products with genetically modified organisms as such by 2020.

Climate change

In August 2014, Kellogg's called on the President to support the

Paris Agreement The Paris Agreement (also called the Paris Accords or Paris Climate Accords) is an international treaty on climate change that was signed in 2016. The treaty covers climate change mitigation, adaptation, and finance. The Paris Agreement was ...

on climate change. In 2016, Kellogg Company urged

President-elect An ''officer-elect'' is a person who has been elected to a position but has not yet been installed. Notably, a president who has been elected but not yet installed would be referred to as a ''president-elect'' (e.g. president-elect of the Un ...

Donald Trump Donald John Trump (born June 14, 1946) is an American politician, media personality, and businessman who is the 47th president of the United States. A member of the Republican Party (United States), Republican Party, he served as the 45 ...

to "continue the

Paris Climate Agreement The Paris Agreement (also called the Paris Accords or Paris Climate Accords) is an international treaty on climate change that was signed in 2016. The treaty covers climate change mitigation, adaptation, and finance. The Paris Agreement was ...

Voter ID laws

Kellogg's has donated to notable groups opposing voter-ID laws, such as the Applied Research Center (now RaceForward). The company also decided to remove their advertisements from the

Breitbart News ''Breitbart News Network'' (; known commonly as ''Breitbart News'', ''Breitbart'', or ''Breitbart.com'') is an Radical right (United States), American far-rightMultiple sources: * * * * * * * * * * * * syndicated news, opinion, and commentar ...

website. Breitbart News in turn called for a boycott of Kellogg's products.

Education grant

In January 2012, Kellogg's gave the Calhoun School a $250,000 grant for a "three-part youth-based project on issues of

white privilege White privilege, or white skin privilege, is the Social privilege, societal privilege that benefits white people over Person of color, non-white people in some societies, particularly if they are otherwise under the same social, political, or ...

and institutionalized racism".

Controversies

Misleading claims

Advertising

On June 3, 2010, Kellogg's was found to be making unsubstantiated and misleading claims in advertising their cereal products by the

Federal Trade Commission The Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mission is the enforcement of civil (non-criminal) United States antitrust law, antitrust law and the promotion of consumer protection. It ...

(FTC). Kellogg's responded by stating "We stand behind the validity of our product claims and research, so we agreed to an order that covers those claims. We believe that the revisions to the existing consent agreement satisfied any remaining concerns." The FTC had previously found fault with Kellogg's claims that Frosted Mini-Wheats cereal improved kids' attentiveness by nearly 20%. The Children's Advertising Review Unit of the Council of

Better Business Bureau The Better Business Bureau (BBB) is an American private, 501(c)(6) nonprofit organization founded in 1912. BBB's self-described mission is to focus on advancing marketplace trust, consisting of 92 independently incorporated local BBB organizati ...

s has also suggested that the language on Kellogg

packages saying the pastries are "Made with Real Fruit" should be taken off the products. In July 2012, the UK banned a "Special K" advertisement due to its citing caloric values that did not take into account the caloric value of milk consumed with the cereal. In 2016 an ad telling UK consumers that Special K is “full of goodness” and “nutritious” was banned. In 2016, it was revealed that members of the Kellogg Breakfast Council, a group of nutrition experts purported to be "independent" on their website, were in fact paid an annual stipend by Kellogg to promote the brand's products online, in speeches, and amongst their peers. The company responded by saying that they assumed their sponsorship was implied by putting their name on the group, but agreed to stop describing the council as independent. The council was disbanded in May 2016 following the expiration of its members' contracts.

Questionable nutritional value

Some of Kellogg's marketing has been questioned in the press, prompted by an increase in consumer awareness of the mismatch between the marketing messages and the products themselves. Food bloggers are also questioning the marketing methods used by cereal manufacturing companies such as Kellogg's, due to their high sugar content and use of ingredients such as high-fructose corn syrup.

2021 Pop-Tarts lawsuit

A class-action lawsuit was filed by attorney Spencer Sheehan in October 2021 claiming they did not put enough strawberries in their strawberry flavored

, and seeking $5 million in damages. In April 2022, the lawsuit was dismissed by a federal judge. Sheehan filed another lawsuit against Kellogg's in 2021, with the plaintiff claiming that Kellogg's defrauded customers regarding the contents of its Frosted Chocolate Fudge Pop-Tarts. The plaintiff stated she would not have purchased the Pop-Tarts had she known they did not contain milk, milkfat, or butter. In June 2022, a US district judge dismissed the lawsuit, stating that a reasonable consumer would not expect those ingredients.

Recalls

2010 cereal recall

On June 25, the company voluntarily began to recall about 28 million boxes of Apple Jacks, Corn Pops,

and Honey Smacks because of an unusual smell and flavor from the packages' liners that could make people ill. Kellogg's said about 20 people complained about the cereals, including five who reported nausea and vomiting. Consumers reported the cereal smelled or tasted waxy or like metal or soap. Company spokeswoman J. Adaire Putnam said some described it as tasting stale. However, no serious health problems had been reported. The suspected chemical that caused the illnesses was 2-methylnaphthalene, used in the cereal packaging process. Little is known about 2-methylnaphthalene's impact on human health as the

Food and Drug Administration The United States Food and Drug Administration (FDA or US FDA) is a List of United States federal agencies, federal agency of the United States Department of Health and Human Services, Department of Health and Human Services. The FDA is respo ...

has no scientific data on its impact on humans, and the

United States Environmental Protection Agency The Environmental Protection Agency (EPA) is an independent agency of the United States government tasked with environmental protection matters. President Richard Nixon proposed the establishment of EPA on July 9, 1970; it began operation on De ...

(EPA) also does not have health and safety data regarding it. This is despite the EPA having sought information on it from the chemical industry for 16 years. 2-Methylnaphthalene is a component of crude oil and is "structurally related to

naphthalene Naphthalene is an organic compound with formula . It is the simplest polycyclic aromatic hydrocarbon, and is a white Crystal, crystalline solid with a characteristic odor that is detectable at concentrations as low as 0.08 Parts-per notation ...

, an ingredient in mothballs and toilet-deodorant blocks" that the EPA considers a possible human carcinogen. ''Kellogg's'' offered consumers refunds in the meantime. Only products with the letters "KN" following the use-by date were included in the recall. The products were distributed throughout the US and began arriving in stores in late March 2010. Products in Canada were not affected.

2012 cereal recall

Kellogg's issued a voluntary recall of some of its "Frosted Mini-Wheats Bite Size Original" and "Mini-Wheats Unfrosted Bite Size" products due to the possibility of flexible metal mesh fragments in the food. The affected products varied in size from single-serving bowls to large 70-ounce cartons. Use-by dates printed on the recalled packages ranged from April 1, 2013, to September 21, 2013, and were accompanied by the letters KB, AP or FK.

Human rights violations and strikes

Human right violations of palm oil in 2016

According to

Amnesty International Amnesty International (also referred to as Amnesty or AI) is an international non-governmental organization focused on human rights, with its headquarters in the United Kingdom. The organization says that it has more than ten million members a ...

in 2016, Kellogg's

palm oil Palm oil is an edible vegetable oil derived from the mesocarp (reddish pulp) of the fruit of oil palms. The oil is used in food manufacturing, in beauty products, and as biofuel. Palm oil accounted for about 36% of global oils produced from o ...

provider Wilmar International profited from 8 to 14-year-old

child labor Child labour is the exploitation of children through any form of work that interferes with their ability to attend regular school, or is mentally, physically, socially and morally harmful. Such exploitation is prohibited by legislation w ...

and

forced labor Forced labour, or unfree labour, is any work relation, especially in modern or early modern history, in which people are employed against their will with the threat of destitution, detention, or violence, including death or other forms of ...

. Some workers were extorted, threatened or not paid for work. Some workers suffered severe injuries from chemicals such as

Paraquat Paraquat ( trivial name; ), or ''N'',''N''′-dimethyl-4,4′-bipyridinium dichloride (systematic name), also known as methyl viologen, is a toxic organic compound with the chemical formula C6H7N)2l2. It is classified as a viologen, a family o ...

. Kellogg's alleged not being aware of the child abuses due to traceability; Amnesty's human rights director replied that "Using mealy-mouthed excuses about 'traceability' is a total cop-out."

2021 strike

In October 2021, over a thousand employees at four Kellogg's manufacturing plants in the United States went on strike for better working conditions and higher wages. Two months into the strikes, Kellogg's fired all the striking workers and posted their jobs in December after negotiations with the BCTGM union failed. During the talks, Kellogg's had threatened to move jobs to Mexico if the union did not agree to Kellogg's proposal. Kelloggs also filed a lawsuit against the union. As a result, several calls for a boycott went viral on social media.

References

External links

* {{Authority control, state=expanded 1906 establishments in Michigan American companies established in 1906 1950s initial public offerings Breakfast cereal companies Companies based in Battle Creek, Michigan Companies listed on the New York Stock Exchange Food and drink companies established in 1906 Food product brands Multinational companies headquartered in the United States Multinational food companies Snack food manufacturers of the United States Former Seventh-day Adventist institutions British royal warrant holders Announced mergers and acquisitions Adventism in the United States

History

21st century

Operations

Finances

Brands

Cereal

Discontinued cereals and foods

Marketing

Premiums and prizes

Children's premiums

Cereal box prizes

Mascots

Motorsports

Merchandising

Olympic Games

Restaurant

Political involvement

Genetically modified foods labeling

Climate change

Voter ID laws

Education grant

Controversies

Misleading claims

Advertising

Questionable nutritional value

2021 Pop-Tarts lawsuit

Recalls

2010 cereal recall

2012 cereal recall

Human rights violations and strikes

Human right violations of palm oil in 2016

2021 strike

See also

References

External links