Ferrero, the Italian confectionery giant behind Nutella and Kinder, is set to acquire WK Kellogg, a century-old US cereal manufacturer, in a move to bolster its presence in the North American market.
The Ferrero Group announced it will acquire all Kellogg shares for $23 each, totaling approximately $3.1 billion (£2.3 billion).
The deal encompasses WK Kellogg Company’s entire breakfast cereal operations, including manufacturing, marketing, and distribution across the United States, Canada, and the Caribbean.
1906
The year Kellogg was founded in Battle Creek, Michigan
WK Kellogg’s stock price surged by 31% in early trading on Thursday following the announcement.
Kellogg’s origins date back to 1906 in Battle Creek, Michigan, when its founder serendipitously discovered a method for producing flaked cereal while experimenting with granola.
The company’s portfolio includes iconic brands like Corn Flakes, Froot Loops, Special K, Frosted Flakes, and Rice Krispies.
The current WK Kellogg Company was established in 2023 as a result of Kellogg’s decision to spin off its snack brands, such as Cheez-Its and Pringles, into a separate entity named Kellanova.
Last year, Mars, the maker of M&M’s, revealed plans to acquire Kellanova in a transaction valued at nearly $30 billion (£22 billion).
Ferrero Group, established in Italy in 1946, has been actively pursuing expansion within the United States.
In 2018, Ferrero acquired Nestle’s US confectionery brands, including Butterfinger, Nerds, and SweeTarts.
The company further expanded its portfolio in 2022 with the acquisition of Wells Enterprises, the producer of ice cream brands like Blue Bunny and Halo Top.
WK Kellogg’s brands have faced challenges amid a long-term decline in US cereal consumption, with consumers increasingly opting for alternatives such as protein bars, shakes, and other breakfast options.
While cereal sales experienced a temporary surge during the pandemic due to increased at-home consumption, they subsequently declined following the easing of pandemic restrictions.
As of early July, US cold cereal sales were down 6% compared to the same period in 2022.
Brad Haller, a senior partner for mergers and acquisitions at West Monroe, suggests that Ferrero is attracted to Kellogg’s extensive distribution network and established relationships with grocers, which will provide Ferrero with leverage in negotiating pricing and product placement.
He added that the acquisition allows Ferrero to diversify its portfolio beyond snacks and sweets and enter the breakfast meal category.
However, Mr. Haller also believes that Ferrero may critically evaluate Kellogg’s brand portfolio and potentially streamline operations by discontinuing brands or closing manufacturing facilities.
“As Americans, these brands are iconic and beloved by us, but a European company buying these wouldn’t have the same nostalgia,” Mr. Haller said.
Kellogg has faced other challenges in recent years.
A nearly three-month strike by workers at all its US cereal plants in late 2021 negatively impacted sales.
And last autumn, dozens of protesters rallied outside the company’s Battle Creek headquarters demanding that Kellogg remove artificial dyes from its cereals.
Earlier this year, Kellogg announced that it was reformulating cereals sold to schools to eliminate artificial dyes and will not include them in any new products starting in January.
Ferrero’s acquisition, which is contingent upon approval from Kellogg shareholders, is expected to be finalized in the second half of the year.
Upon completion of the transaction, Kellogg’s stock will be delisted from the New York Stock Exchange, and the company will operate as a Ferrero subsidiary.
