Why Kellogg Just Sold a Smorgasbord of Beloved BrandsFrom cookies to fruit snacks and pie crusts, the consumer-goods giant just divested some of its biggest products.
Here’s what investors need to know.
Steve Symington (TMFSymington)
Apr 3, 2019 at 3:35PM
In today’s ever-evolving consumer-goods landscape, it’s hard to overstate the importance of building recognizable brands. But on Monday, Kellogg (NYSE:K) announced a deal to pare its industry leadership in that area, selling a significant slice of its snacking business to global confectionary company Ferrero Group for $1.3 billion in cash.
More specifically, Kellogg will divest brands (and their respective production facilities) including Keebler, Mother’s, Murray’s, Famous Amos, and cookies manufactured for the Girl Scouts, as well as all of its fruit snacks, pie crusts, and ice-cream cone businesses.
Together, this enviable portfolio achieved net sales of almost $900 million last year — a meaningful chunk of its $13.5 billion in total 2018 sales — generating an operating profit of $75 million.
This raises the question: Why was Kellogg willing to part with those products in the first place?…
FINISH : Why Kellogg Just Sold a Smorgasbord of Beloved Brands
Why Kellogg’s MorningStar Farms is going 100% plant based
March 13, 2019
As the plant-based trend spreads, Kellogg is using its MorningStar Farms business to move forward as a leader in the space.
At Natural Products Expo West last week, the legacy veggie protein brand launched a new vegan “Cheezeburger” and announced its commitment for its portfolio to be 100% vegan by 2021.
The new promise will allow Kellogg to expand the accessibility of its plant-based products and reduce its use of more than 300 million egg whites a year. MorningStar Farms’ full product line includes Falafel, Meat Lovers, Veggie Lovers and Tex-Mex burgers as well as Chik’n nuggets and patties. But they aren’t stopping there.
Melissa Cash, head of global marketing, strategy and innovation for plant-based protein and natural brands at Kellogg, talked to Food Dive at Expo West about how the brand plans to launch more plant-based products in the coming years, why they chose this new vegan burger and how more consumers are shifting their tastes to plant-based products.
This interview has been edited for clarity and brevity…
FINISH READING: Why Kellogg’s MorningStar Farms is going 100% plant based | Food Dive
PRODUCT REVIEW OF MORNINGSTAR NEW PRODUCTS – A BURGER & A NUGGET
I don’t get too excited any more when MorningStar Farms introduces a new product, since their ‘new’ usually contains animal products that they added to their ‘old’ better product that contained none, with a few adjustments here and there – all bad. I wouldn’t be a bit surprised if they manipulated themselves right out of the animal-free market with their obsessive need to keep altering their recipes for the worse. I don’t know who they hire or where their test market samples come from, but somebody is doing a very good job at doing a very bad job in the creative department. Even their barbecue Riblets have declined to the point where I won’t buy them any more. Just leave the recipe alone when it’s good. But they’re so focused on pinching every molecule out of every penny that they risk and risk till they’ve ruined a good thing. Continue reading “PRODUCT REVIEW OF MORNINGSTAR NEW PRODUCTS – A BURGER & A NUGGET”
FOOT LONG RIBLET & PICKLE SUB
Morningstar Veggie Hickory BBQ Riblets layered with bread & butter pickles, arugula, caramelized sweet onion and mustard on a broiled tough skinned foot long sub roll!
Continue reading “FOOT LONG RIBLET & PICKLE SUB”