What is the Kellogg Company, and what are its primary products and headquarters?

The Kellogg Company, which does business as Kellogg's, is an American multinational food manufacturing company. It is headquartered in Battle Creek, Michigan, United States, and primarily produces cereal and convenience foods such as crackers and toaster pastries.

What is Kellogg's mission statement?

Kellogg's mission statement is to nourish families so they can flourish and thrive, reflecting a focus on consumer well-being and growth.

In which regions does Kellogg's operate, and where is its largest factory located?

Kellogg's products are manufactured and marketed in over 180 countries worldwide. Its largest factory is situated in Trafford Park, Greater Manchester, United Kingdom, which also serves as its UK headquarters.

What significant corporate change occurred for Kellogg's in October 2023?

In October 2023, the Kellogg Company underwent a significant corporate restructuring. It changed its name to Kellanova and spun off certain assets into a new entity named WK Kellogg Co.

Who founded the Kellogg Company, and when was it established?

The Kellogg Company was founded by Will Keith Kellogg. It was established on February 19, 1906, initially as the Battle Creek Toasted Corn Flake Company.

What is the origin story of Kellogg's famous corn flakes?

The development of corn flakes is attributed to the research conducted by John Harvey Kellogg and his brother, W. K. Kellogg, at the Battle Creek Sanitarium. The process involved accidentally discovering that wheat berries, when passed through rollers, produced delicate flakes that could be baked. There is historical disagreement regarding the specific contributions of individuals involved in this discovery.

What led to the separation of the Kellogg brothers and the founding of the Battle Creek Toasted Corn Flake Company?

W. K. Kellogg persuaded his brother, John Harvey Kellogg, to serve the flaked cereal to patients, which led to guest mail-order requests. However, John Harvey forbade W. K. from distributing the cereal beyond the Sanitarium's consumers, causing a rift. This disagreement prompted W. K. Kellogg to launch his own company, the Battle Creek Toasted Corn Flake Company, on February 19, 1906.

How did the Kellogg Company handle the fire that destroyed its main factory in 1907?

Following a fire that destroyed its main factory building on July 4, 1907, W. K. Kellogg demonstrated remarkable resilience by having a new plant in full operation within six months.

When did the company officially become known as the Kellogg Company, and what legal challenge did it face regarding its name?

The company was renamed the Kellogg Toasted Corn Flake Company in 1909 and adopted the name Kellogg Company in 1922. W. K. Kellogg's brother, John Harvey, initiated a lawsuit in 1906 to contest the use of the family name, but the Michigan Supreme Court ruled in W. K.'s favor in December 1920.

How did Kellogg's address unemployment during the Great Depression?

In 1931, Kellogg's implemented a policy of shifting most of its factories to 30-hour work weeks instead of the standard 40. W.K. Kellogg stated this was to create more employment opportunities and support workers during the economic hardship of the Depression era.

What strategic shift did Kellogg's undertake in the 1980s to revitalize its market share?

Facing declining market share and criticism for not diversifying enough, Kellogg's chairman William E. LaMothe shifted the company's focus. Instead of primarily marketing to children, Kellogg's began targeting the large demographic of baby boomers by emphasizing the convenience and nutritional value of cereal, which successfully increased consumption among adults aged 25-49.

Which major companies did Kellogg's acquire in the late 20th and early 21st centuries?

Kellogg's made several significant acquisitions over the years, including Salada Tea, Fearn International, Mrs. Smith's Pies, and Eggo in the late 1970s. More recently, it acquired the Keebler Company for $3.87 billion in 2001, Morningstar Farms, Kashi, and Rxbar for $654 million in 2017.

How did Kellogg's position itself in the snack food market in 2012?

In 2012, Kellogg's significantly expanded its presence in the snack food sector by acquiring the popular potato crisps brand Pringles from Procter & Gamble for $2.7 billion. This acquisition made Kellogg's the world's second-largest snack food company, following only PepsiCo.

What commitments did Kellogg's make regarding its egg and pork supply chain in 2015?

In 2015, Kellogg's announced a commitment to source 100% cage-free eggs and to eliminate gestation stalls from its pork supply chain by the year 2025, indicating a move towards more ethical sourcing practices.

What was the nature of Kellogg's business operations in Venezuela in 2018?

Due to the country's economic crisis, Kellogg's ceased operations in Venezuela in 2018. The Venezuelan state, under the Nicolás Maduro administration, subsequently took control of the company's factories.

What marketing strategy did Kellogg's employ in the 1930s to support its workforce?

In 1931, Kellogg's introduced 30-hour work weeks across most of its factories. This initiative was intended to create more employment opportunities and provide support to its workers during the challenging economic conditions of the Great Depression.

What was the "Better Days" global commitment announced by Kellogg's in 2019?

In June 2019, Kellogg's launched its "Better Days" global commitment, setting targets to be achieved by 2030. This initiative focuses on addressing food security, supporting children, and aiding farmers.

How did Kellogg's partner with GLAAD in 2019?

In October 2019, Kellogg's collaborated with GLAAD, an organization advocating for LGBTQ acceptance. They launched a limited-edition "All Together Cereal," which combined six mini cereal boxes, and donated $50,000 to support GLAAD's anti-bullying and LGBTQ advocacy efforts.

What action did Kellogg's take regarding glyphosate in its supply chain in 2020?

In January 2020, Kellogg's committed to working with its suppliers to phase out the use of glyphosate, a herbicide commonly used as a drying agent for oats and wheat, by 2025.

What led to the 2021 strike at Kellogg's US cereal plants?

In October 2021, over a thousand employees at four Kellogg's U.S. cereal manufacturing plants initiated a strike. The primary reasons for the strike were disagreements over the terms of a new labor contract, specifically concerning working conditions and wages.

What was the outcome of the 2021 Kellogg's strike?

After 77 days, the strike involving over 1,400 Kellogg's workers concluded on December 21, 2021, when union members ratified a new collective bargaining agreement. This followed an earlier tentative deal that had been rejected.

What were the key brands sold by Kellogg's to Ferrero SpA in 2019?

In April 2019, Kellogg's announced the sale of several of its cookie and snack brands, including Famous Amos, Murray's, Keebler, Mother's Cookies, and Little Brownie Bakers, to Ferrero SpA for $1.4 billion. Kellogg's retained the Keebler cracker line, rebranding it under the Kellogg's name.

What financial performance did Kellogg's report for the fiscal year 2017?

For the fiscal year 2017, Kellogg's reported earnings of US$1.269 billion and an annual revenue of US$12.932 billion, which represented a slight decline of 0.7% compared to the previous year.

What financial metric for Kellogg's was valued at over $22.1 billion in November 2018?

In November 2018, Kellogg's market capitalization was valued at over US$22.1 billion.

What are some of the prominent cereal brands currently produced by Kellogg's?

Kellogg's produces a wide array of cereal brands, including well-known names such as Special K, Froot Loops, Frosted Flakes, Raisin Bran, Rice Krispies, Corn Flakes, Apple Jacks, and All-Bran, among many others.

Beyond cereals, what other product categories does Kellogg's offer under its brands?

In addition to cereals, Kellogg's brands also encompass crackers (like Cheez-It and Club Crackers), toaster pastries (Pop-Tarts), frozen waffles (Eggo), snack bars (Rxbar), and vegetarian foods (Morningstar Farms).

What is the significance of the Trafford Park factory in the UK for Kellogg's?

The Kellogg's factory located in Trafford Park, Greater Manchester, United Kingdom, holds significance as it is the company's largest factory globally. It is also the location of its UK headquarters and produces more Kellogg's Corn Flakes than any other Kellogg's factory worldwide.

Which cereal mascot is associated with Kellogg's Frosted Flakes?

The iconic mascot associated with Kellogg's Frosted Flakes (known as Frosties outside the US and Canada, and Zucaritas in Latin America) is Tony the Tiger.

Who are the mascots for Kellogg's Rice Krispies cereal?

The mascots for Kellogg's Rice Krispies cereal, also known as Rice Bubbles in Australia and New Zealand, are Snap, Crackle, and Pop. These characters have been associated with the brand for a long time.

What marketing activities has Kellogg's undertaken in the realm of sports?

Kellogg's has engaged in sports marketing through various avenues, including sponsoring NASCAR driver Terry Labonte and featuring athletes like Dale Earnhardt and Jeff Gordon on cereal boxes for promotional purposes. They also sponsored the Kellogg's Tour of Gymnastics in 2016 and are title sponsors for several college football bowl games, such as the Pop-Tarts Bowl and the Cheez-It Citrus Bowl.

What role did W.K. Kellogg play in the history of cereal box prizes?

W.K. Kellogg is credited as being the first to introduce prizes within cereal boxes as a marketing strategy. This practice led to the distribution of billions of cereal box prizes over time, fostering brand loyalty and consumer engagement.

What was the first cereal premium offered by Kellogg's, and how was it distributed?

The first cereal premium offered by Kellogg's was "The Funny Jungleland Moving Pictures Book" in 1909, initially given away with the purchase of two packages of Kellogg's Corn Flakes. Later that year, the distribution method changed to a mail-in offer requiring a dime, resulting in over 2.5 million copies being distributed over 23 years.

What claims made by Kellogg's in their advertising were investigated by the Federal Trade Commission (FTC) in 2010?

In June 2010, the FTC found that Kellogg's had made unsubstantiated and misleading claims in advertising their cereals. Specifically, the FTC took issue with claims that Frosted Mini-Wheats cereal improved children's attentiveness by nearly 20%.

What were the findings of Amnesty International regarding Kellogg's palm oil sourcing in 2016?

In 2016, Amnesty International reported that Kellogg's palm oil provider, Wilmar International, was implicated in labor abuses, including the use of child labor (ages 8-14) and forced labor. Some workers reportedly faced threats, extortion, or were unpaid, and some suffered severe injuries from chemicals like Paraquat.

What was the reason behind the 2010 cereal recall initiated by Kellogg's?

Kellogg's voluntarily recalled approximately 28 million boxes of Apple Jacks, Corn Pops, Froot Loops, and Honey Smacks in June 2010. The recall was due to an unusual smell and flavor detected in the cereal packaging liners, which some consumers described as waxy, metallic, or like soap, and which had reportedly caused mild symptoms like nausea in about 20 people.

What issue led to the 2012 cereal recall for certain Kellogg's Mini-Wheats products?

In 2012, Kellogg's issued a voluntary recall for specific "Frosted Mini-Wheats Bite Size Original" and "Mini-Wheats Unfrosted Bite Size" products. The recall was prompted by the potential presence of flexible metal mesh fragments within the food items.

What political stance did Kellogg's take regarding genetically modified organism (GMO) labeling in California?

In 2012, Kellogg's donated approximately $2 million to oppose California Proposition 37, a ballot initiative that proposed mandatory labeling for genetically engineered food products. However, by March 2016, the company pledged to label all its products containing GMOs by 2020.

What action did Kellogg's take regarding advertising on the Breitbart News website?

Kellogg's decided to remove its advertisements from the Breitbart News website, citing company values. This decision led Breitbart News to call for a boycott of Kellogg's products.

What is the significance of the 'K' ticker symbol on the NYSE in relation to Kellogg's recent corporate changes?

Following the company's split into Kellanova and WK Kellogg Co, the ticker symbol 'K' on the NYSE will be used by Kellanova, which will encompass the global snacking and international cereal businesses.

What were the main product categories involved in Kellogg's 2022 announcement about spinning off divisions?

In June 2022, Kellogg's announced plans to spin off three of its business divisions: North American cereal, snacks, and plant-based foods. These were intended to become separate companies, with the snack division eventually named Kellanova and the North American cereal division named WK Kellogg Co.

What is the current status of Kellogg's plant-based food business following the 2022 spin-off announcement?

Initially planned for a spin-off, Kellogg's shelved its plans to separate its plant-based food business in January 2023. This business segment is now retained as part of the Global Snacking Co., which was renamed Kellanova.

What is the purpose of the 'See also' section in the Kellogg's Wikipedia article?

The 'See also' section provides links to related topics and entities, such as the W. K. Kellogg Foundation, Kellogg's Cereal City USA (a former tourist attraction), a list of breakfast cereals, and information about specific mascots like Toucan Sam and individuals like A. D. David Mackay, offering further context and related information.

What is the function of the 'Authority control' section at the end of the article?

The 'Authority control' section provides links to various databases (like ISNI, VIAF, GND, LOC, etc.) that catalog information about Kellogg's. This helps users find more structured data and verify the entity's identity across different library and archival systems.

Kellogg S Wiki: Kellogg's: A Century of Cereal and Innovation

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A Rich History

The Genesis of Cereal

The Kellogg Company, known globally as Kellogg's, originated from the health-focused endeavors of the Kellogg brothers, John Harvey and Will Keith, at the Battle Creek Sanitarium. Their pioneering work in vegetarian diets led to the accidental discovery of flaked cereal in 1894.

Founding and Early Growth

Despite initial disagreements, Will Keith Kellogg established the Battle Creek Toasted Corn Flake Company on February 19, 1906. By 1909, the company was producing 120,000 cases of Corn Flakes daily, demonstrating rapid market acceptance. The company was renamed Kellogg Toasted Corn Flake Company in 1909 and finally Kellogg Company in 1922.

Expansion and Adaptation

Throughout the 20th century, Kellogg's navigated economic shifts, including adopting 30-hour work weeks during the Great Depression to support employment. The company expanded its portfolio through strategic acquisitions and adapted its marketing to evolving demographics, notably targeting the baby boomer generation in the 1980s.

Iconic Brands

Breakfast Staples

Kellogg's is synonymous with breakfast cereals. Its portfolio includes enduring classics like Corn Flakes, Rice Krispies, Frosted Flakes, and Special K, alongside newer innovations and variations catering to diverse tastes and nutritional needs.

Savory Snacks and More

Beyond cereals, Kellogg's established a significant presence in the snack market, notably with the acquisition of Pringles. Other key brands include Cheez-It crackers, Eggo frozen waffles, and Rxbar protein bars, showcasing a broad diversification strategy.

Diversification and Evolution

The company's brand portfolio has expanded to include plant-based options like Gardenburger and Kashi, reflecting evolving consumer preferences. In 2023, Kellogg's underwent a significant corporate restructuring, spinning off its North American cereal business into WK Kellogg Co and its snacking and international cereal business into Kellanova.

Product Portfolio

Cereals: A Foundation

Kellogg's offers an extensive range of cereals, from foundational products like Corn Flakes and Rice Krispies to specialized options such as Special K and Nutri-Grain bars. The brand continuously innovates with flavors and formulations to meet consumer demand.

All-Bran
Apple Jacks
Cocoa Krispies / Coco Pops
Corn Flakes
Froot Loops
Frosted Flakes / Frosties
Frosted Mini-Wheats
Raisin Bran
Rice Krispies
Special K

Snacks and Baked Goods

The company's snack division is robust, featuring globally recognized brands. Pringles potato crisps and Cheez-It crackers are prominent examples, alongside a variety of cookies, toaster pastries, and fruit-flavored snacks.

Cheez-It
Club Crackers
Eggo
Pop-Tarts
Pringles
Rxbar

Plant-Based and Frozen

Expanding into health-conscious and alternative food markets, Kellogg's includes brands like Morningstar Farms for plant-based alternatives and Eggo for frozen breakfast items, demonstrating a commitment to a broad consumer base.

Financial Performance

Revenue and Earnings

Kellogg Company has historically reported substantial revenues, reflecting its global market presence. For instance, in fiscal year 2017, the company reported earnings of US$1.269 billion on an annual revenue of US$12.932 billion. By 2021, revenue had grown to US$14.181 billion.

Market Capitalization and Assets

The company's market capitalization was valued at over US$22.1 billion in November 2018. Total assets also reflected significant scale, reaching US$17.780 billion by the end of 2018, indicating a substantial asset base supporting its global operations.

Year	Revenue (mil. US$)	Net Income (mil. US$)	Total Assets (mil. US$)
2019	13,578	960	17,564
2020	13,770	1,251	17,996
2021	14,181	1,488	18,178

Ownership Structure

Historically, significant ownership stakes were held by the W. K. Kellogg Foundation (around 18.3%) and Gordon Gund (around 6.4%), reflecting a unique blend of corporate and philanthropic influence.

Marketing Strategies

Advertising and Jingles

Kellogg's has employed memorable marketing tactics, including iconic jingles like "K E double-L, O double-good, Kellogg's best to you!" and distinctive brand mascots. The company has also utilized product placement and sponsorships in media, such as with the show What's My Line?.

Premiums and Prizes

A pioneering strategy in cereal marketing was the introduction of premiums and prizes within cereal boxes, starting with "The Funny Jungleland Moving Pictures Book" in 1909. This practice fostered brand loyalty and engagement, particularly among younger consumers.

Sponsorships and Partnerships

Kellogg's has actively sponsored major events and sports leagues, including USA Gymnastics and college football bowl games like the Pop-Tarts Bowl and Cheez-It Citrus Bowl. These partnerships enhance brand visibility and connect the company with popular cultural moments.

Global Operations

Manufacturing Footprint

Kellogg's operates a vast network of manufacturing facilities worldwide. Its largest factory is located in Trafford Park, Greater Manchester, UK, serving as its UK headquarters. Other significant corporate offices are situated in Chicago, Dublin, Shanghai, and Querétaro City.

International Presence

The company markets its products in over 180 countries, demonstrating a truly global reach. This extensive network requires complex supply chain management and adaptation to diverse regional markets and consumer preferences.

Labor Relations

Kellogg's has experienced periods of labor negotiation and strikes, notably the 2021 strike by US cereal plant workers over contract terms. These events highlight the company's engagement with its workforce and the complexities of managing labor relations in a large multinational corporation.

Challenges and Scrutiny

Advertising Standards

Kellogg's has faced regulatory scrutiny regarding its advertising claims. In 2010, the Federal Trade Commission (FTC) found certain claims about cereal benefits to be misleading. Similarly, advertising review units have questioned claims regarding ingredients and nutritional value.

Product Quality and Lawsuits

The company has issued voluntary recalls for products due to potential contamination or quality issues, such as the 2010 cereal recall linked to packaging liners and the 2012 recall of Mini-Wheats due to metal mesh fragments. Lawsuits have also been filed concerning product content, such as the quantity of strawberries in Pop-Tarts.

Ethical and Social Concerns

Beyond product-related issues, Kellogg's has been associated with broader ethical concerns. Reports from organizations like Amnesty International have highlighted potential labor abuses within its palm oil supply chain. The company's political involvement, including donations related to GMO labeling initiatives and stances on climate change, has also drawn public attention.

Key Figures

John Harvey Kellogg

A physician and health reformer, John Harvey Kellogg was instrumental in establishing the Battle Creek Sanitarium and was involved in the early development of flaked cereals. His focus on health and diet shaped the initial direction of the Kellogg enterprise.

Will Keith Kellogg

Recognizing the commercial potential, Will Keith Kellogg founded the Battle Creek Toasted Corn Flake Company. His entrepreneurial vision and marketing acumen transformed a sanitarium innovation into a global food powerhouse.

Steven Cahillane

As Chairman and CEO, Steven Cahillane leads the modern iteration of the company, navigating its strategic direction, including the significant corporate restructuring that led to the formation of Kellanova and WK Kellogg Co.

Brand Sponsorships

College Football

Kellogg's brands are prominent sponsors of college football bowl games. Notable examples include the Pop-Tarts Bowl and the Cheez-It Citrus Bowl, integrating brands directly with major sporting events.

Gymnastics

The company has a history of supporting athletic endeavors, including sponsoring USA Gymnastics and organizing the Kellogg's Tour of Gymnastics Champions, showcasing elite athletes and promoting healthy lifestyles.

Olympic Games

Kellogg's frequently partners with the Olympic Games, featuring American athletes on its cereal packaging. This strategy aligns the brand with national pride and athletic achievement, resonating with a broad audience.

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References

A full list of references for this article are available at the Kellogg's Wikipedia page

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Important Information

This content has been generated by an AI model for educational purposes, drawing upon publicly available data. While efforts have been made to ensure accuracy and adherence to the source material, it may not be exhaustive or entirely up-to-date.

This is not financial or business advice. The information provided is intended for informational and educational value only and should not be considered a substitute for professional consultation with financial advisors, business analysts, or legal experts. Always consult with qualified professionals for specific guidance.

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Kellogg's: A Century of Cereal and Innovation

💡 Dive in with Flashcard Learning! 💡

A Rich History 🕰️

🌾 The Genesis of Cereal

💡 Founding and Early Growth

📈 Expansion and Adaptation

Iconic Brands 🌟

🥣 Breakfast Staples

🥨 Savory Snacks and More

🌱 Diversification and Evolution

Product Portfolio 📦

🌾 Cereals: A Foundation

🥨 Snacks and Baked Goods

🌱 Plant-Based and Frozen

Financial Performance 💰

📊 Revenue and Earnings

📈 Market Capitalization and Assets

🏛️ Ownership Structure

Marketing Strategies 📢

📺 Advertising and Jingles

🎁 Premiums and Prizes

🏆 Sponsorships and Partnerships

Global Operations 🌍

🏭 Manufacturing Footprint

🌐 International Presence

🤝 Labor Relations

Challenges and Scrutiny ⚠️

⚖️ Advertising Standards

📜 Product Quality and Lawsuits

🌍 Ethical and Social Concerns

Key Figures 👤

👨‍🔬 John Harvey Kellogg

💼 Will Keith Kellogg

👔 Steven Cahillane

Brand Sponsorships 🏆

🏈 College Football

🤸 Gymnastics

🏅 Olympic Games

Teacher's Corner 🧑‍🏫

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📜 References

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Disclaimer ⚠️

📜 Important Information

Dive in with Flashcard Learning!

A Rich History

The Genesis of Cereal

Founding and Early Growth

Expansion and Adaptation

Iconic Brands

Breakfast Staples

Savory Snacks and More

Diversification and Evolution

Product Portfolio

Cereals: A Foundation

Snacks and Baked Goods

Plant-Based and Frozen

Financial Performance

Revenue and Earnings

Market Capitalization and Assets

Ownership Structure

Marketing Strategies

Advertising and Jingles

Premiums and Prizes

Sponsorships and Partnerships

Global Operations

Manufacturing Footprint

International Presence

Labor Relations

Challenges and Scrutiny

Advertising Standards

Product Quality and Lawsuits

Ethical and Social Concerns

Key Figures

John Harvey Kellogg

Will Keith Kellogg

Steven Cahillane

Brand Sponsorships

College Football

Gymnastics

Olympic Games

Teacher's Corner

True or False?

Test Your Knowledge!

Gamer's Corner

Discover other topics to study!

References

Feedback & Support

Disclaimer

Important Information