Kellogg Company

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Kellogg Company
Type Public (NYSE: K)
Founded 1906
Founder William Keith Kellogg
Headquarters Battle Creek, Michigan, Flag of the United States United StatesWestern Michigan
Area served Multinational
Key people David Mackay, CEO and James M. Jenness, Chairman of the board
Industry Food processing
Products Cereal, cookies, crackers, toaster pastries, and waffles
Revenue $10.906 billion USD (2006)
Net income $1.004 billion (2006)
9.2% profit margin
Employees 26,000 (2006)
Subsidiaries Keebler, Sunshine Biscuits
Slogan "The best to you each morning."
Website Kelloggcompany.com

Kellogg Company (often referred to as simply Kellogg or Kellogg's) is an American multinational producer of breakfast foods, snack foods, cookies, and crackers, with corporate headquarters in Battle Creek, Michigan, USA. Kellogg trades under the ticker symbol NYSE: K. Revenues in 2006 were $10.906 billion.

Contents

First Kellogg's package
First Kellogg's package

Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on February 19, 1906, by Will Keith Kellogg as an outgrowth of his work with his brother John Harvey Kellogg at the Battle Creek Sanitarium following practices based on the Seventh Day Adventist religion. The company produced and marketed the hugely successful Kellogg's Toasted Corn Flakes and was renamed the Kellogg Company in 1922.

The company owns the Kellogg's, Keebler (acquired in 2001), Morningstar Farms, and Kashi divisions or subsidiaries. It also owns the Natural Touch, Cheez-It, Murray, Austin, Famous Amos, Carr's, and Plantation brands.

Current members of the board of directors of Kellogg Company are: Jordan T Shington, Zachary Goldstein, Gordon Lunt, Bella Bo' Gellerman, Dorothy Johnson, Daniel Jorndt, Ann McLaughlin Korologos, David MacKay, William Perez, William C. Richardson, John Zabriskle, and Casey Gallagher.

On January 24, 2005, the former CEO (since April 1999) and chairman of the board of directors (since April 2000), Carlos Gutierrez became U.S. Secretary of Commerce in the second term of President George W. Bush. Kellogg's board of directors named James M. Jenness as chairman and CEO to replace Gutierrez.

On October 23, 2006, Kellogg's announced that president and chief operating officer David MacKay would become the chief executive officer, effective December 31, 2006. Jenness will continue to serve as chairman of the Board of Directors. [1]

A list of cereal products produced by Kelloggs, with available varieties.

  • All-Bran: All-Bran Original, All-Bran Bran Buds, All-Bran Extra Fiber, All-Bran Guardian (Canada)
  • Apple Jacks
  • Bran Buds
  • Choco Krispis (Latin America)
  • Crunch: Caramel Nut Crunch, Cran-Vanilla Crunch, Toasted Honey Crunch, Crunchy Nut
  • Coco Pops (Cocoa Krispies in the US)
  • Corn Flakes: Kellogg's Corn Flakes, Kellogg's Corn Flakes with Real Bananas, Honey Crunch Corn Flakes (latter sold as "Honey Nut Corn Flakes" in Canada, "Crunchy Nut Corn Flakes" in Australia and in the UK)
  • Complete Wheat Bran Flakes / Bran Flakes
  • Corn Pops
  • Country Store (UK)
  • Clusters / Crunchy Nut/ cinamon
  • Crispix
  • Cruncheroos (current only available through food service sales and not retail)
  • Disney cereals: Disney Hunny B's Honey-Graham, Disney Mickey's Magix, Disney Mud & Bugs, Pirates of the Caribbean
  • Eggo
  • Froot Loops: Froot Loops, Froot Loops 1/3 Less Sugar, Marshmallow Froot Loops
  • Frosted Flakes® (Frosties outside of the US/Canada): Kellogg's Frosted Flakes, Kellogg's Frosted Flakes 1/3 Less Sugar, Tony's Cinnamon Krunchers
  • 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, apparently, applied to this product in other parts of Europe)
  • Fruit Harvest: Fruit Harvest Apple Cinnamon, Fruit Harvest Peach Strawberry, Fruit Harvest Strawberry Blueberry
  • Fruit 'n Fibre (not available in US)
  • Genmai Flakes (Japan)
  • Guardian (Australia/NZ)
  • Honey Loops
  • Honey Smacks (US)/Smacks (other markets)
  • 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 & Saltana (Australia/NZ)
  • Komplete (Australia)
  • Low-Fat Granola: Low-Fat Granola, Low-Fat Granola with Raisins
  • 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 Blackcurrent
  • Mueslix: Mueslix with Raisins, Dates & Almonds
  • Nut Feast
  • Nutri-Grain
  • Oat Bran: Cracklin' Oat Bran
  • Pep! Best remembered as the sponsor of the Superman radio serial.
  • Optivita
  • Product 19
  • Raisin Bran/Sultana Bran: Raisin Bran, Raisin Bran Crunch, Sultana Bran (Australia/NZ), Sultana Bran Crunch (Australia/NZ)
  • Raisin Wheats
  • Rice Krispies®/Rice Bubbles: Rice Krispies, Rice Krispies Treats, Frosted Rice Krispies, Cocoa Rice Krispies, Rice Bubbles, LCMs
  • Ricicles: Like Rice Krispies, but with the addition of a frosted sugar coating.
  • Scooby-Doo cereal: Cinnamon Marshmallow Scooby-Doo! Cereal
  • Smart Start: Smart Start, Smart Start Soy Protein Cereal
  • Smorz
  • 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 Light Muesli Mixed Berries & Apple (Australia/NZ), Special K Light Muesli Peach & Mango flavour (Australia/NZ), Special K Sustain (UK)
  • Spider-Man cereal: Spider-Man Spidey-Berry
  • SpongeBob SquarePants cereal: SpongeBob SquarePants Cereal
  • Start UK
  • Sustain: Sustain, Sustain Selection
  • Vector (Canada only)
  • Yogos cereal

As well as cereals, Kellogg's or subsidiaries also produce the following products:

 It has been suggested that C-3PO's be merged into this article or section. (Discuss)
It has been suggested that Cinnamon Crunch Crispix be merged into this article or section. (Discuss)
It has been suggested that Krumbles be merged into this article or section. (Discuss)

Kellogg provides an online list of discontinued products.

  • Banana Bubbles (a banana-flavoured variation of Rice Krispies. First appeared in the UK in 1995, but discontinued shortly thereafter)
  • Bart Simpson's No ProblemO's (Sold in the UK for a limited peroid)
  • BiGG MiXX cereal
  • C-3PO's cereal (1984?)
  • Cinnamon Crunch Crispix
  • Kellogg's Concentrate
  • Complete Oat Bran Flakes
  • Corn Soya cereal
  • Double-Dip Crunch
  • Frosted Krispies
  • Golden Oatmeal Crunch (later revised to Golden Crunch)
  • Kenmei Rice Bran cereal
  • Krumbles cereal (1940s-50s)
  • Marshmallow Krispies (later revised to Fruity Marshmallow Krispies)
  • OJ's cereal (1985-1986)
  • OKs cereal
  • Pep cereal
  • Pokémon Cereal (possibly Australia, US, and UK only)
  • Puffa Puffa Rice
  • Raisins Rice and Rye
  • Stars/All-Stars cereal

Licensed brands have been omitted since the corresponding mascots would be obvious (e.g. Spider-Man is the mascot for Spider-Man Spidey-Berry).

Kellogg's made its first foray into auto racing in 1991-92, when the company sponsored the #41 Chevrolets fielded by Larry Hedrick Motorsports in the NASCAR Winston Cup Series and driven by Phil Parsons, Dave Marcis, Greg Sacks and Hut Stricklin. But they gained greater prominence for their sponsorship of two time NASCAR Winston Cup Champion Terry Labonte from 1993 (at Billy Hagan Racing) until his retirement in 2006, and Hendrick Motorsports from 1994 until the end of 2006, initially with Labonte with both their Corn Flakes and Frosted Flakes brands, including Labonte's second NASCAR Championship (1996), and his second win in a major (the 2003 Southern 500). After Labonte's retirement, the sponsor stayed when Hendrick with new driver Kyle Busch. The company has consistently reduced its sponsorship, where in 2007 it shares only the hood or the sides of the cars with co-primary sponsor Carquest Auto Parts.

  1. ^ "Kellogg's Press Release". Retrieved on 2006-10-27.

Retrieved from "http://en.wikipedia.org/wiki/Kellogg_Company"
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