Kellogg’s, formally known as The Kellogg Company, is a multinational food company founded in 1906 by William Keith Kellogg.

The company’s iconic corn flakes breakfast cereal was developed by Kellogg and his brother John while the pair researched ways to improve the diet of sanatorium patients.

Corn flakes remain an emblematic product today like many other Kellogg’s breakfast cereals. But the company also owns well-known brands in toaster pastries, crackers, snacks, and other convenience foods.

Pringles

The product was created by chemist Fredric J. Baur who was tasked with finding a way to address consumer complaints that other chip products on the market tended to be broken, stale, or too greasy.

Proctor and Gamble agreed to sell the brand to Diamond Foods in 2011, but the deal ultimately failed for various reasons.

In May of 2012, Kellogg’s swooped in and acquired Pringles for $2.695 billion.

Froot Loops

Froot Loops is a sweetened cereal brand popular among children. Kellogg’s introduced Froot Loops in 1963 with red, orange, and yellow loops made from corn, wheat, and oats.

The famous brand mascot Toucan Sam was once voiced by cartoon actor Mel Blanc in both an American and British accent.

Froot Loops is a cornerstone of Kellogg’s product range and is one of the cheapest of America’s top 10 selling breakfast cereals.

In 2019, the company reported sales of $269 million in the United States alone.

Incogmeato

Incogmeato is a line of plant-based beef-substitute burger patties released in conjunction with fellow Kellogg’s brand Morning Star Farms. 

Also available under these brands are chicken nuggets, chicken tenders, breakfast sausages, meal starters, bratwurst, plant-based pancakes, and plant-based hotdogs.

All products contain non-GMO soy and natural flavors. Since they do not contain dairy or egg products, they make an ideal choice for vegans.

Kashi

Kashi is an American whole grain and plant-based cereal manufacturer that was founded in San Diego in 1984.

Kashi started as a vegetarian food company and then transitioned to diet specialty cereals in the late 1990s as consumer tastes changed.

Kashi was acquired by Kellogg’s in 2000 to enable the company to establish a leading brand in the natural and organic food market. Since that time, Kashi has expanded into snack bars, waffles, and healthy meal options.

Zesta

Zesta is a line of crackers made from wheat, flour, baking soda, yeast, and salt that are perfect topped with spreads, dips, meats, and cheeses.

Under this brand, Kellogg’s also sells the Keebler line of Export Soda square crackers that come in an attractive green tin.

Unlike the Zesta crackers, Export Soda crackers undergo a longer fermentation process with alkaline soda added at the end to stop the process naturally.

Key takeaways:

• Kellogg’s, formally known as The Kellogg Company, is a multinational food company founded in 1906 by William Keith Kellogg. The company owns numerous breakfast cereal brands as well as brands in snack and convenience food.
• Kellogg’s purchased stackable potato chip company Pringles from Proctor and Gamble in 2012 after a prior deal fell through. Froot Loops is another brand that is immensely popular in the United States with annual revenue in the hundreds of millions of dollars.
• Lesser known Kellogg’s brands include meat substitute Incogmeato, cracker brand Zesta, and specialty cereal and breakfast food maker Kashi.

• Business Models
• Business Strategy
• Business Development
• Digital Business Models
• Distribution Channels
• Marketing Strategy
• Platform Business Models
• Revenue Models
• Tech Business Models
• Blockchain Business Models Framework

The post Kellogg’s Brands appeared first on FourWeekMBA.