Kellogg Company Description
Kellogg is in a constant battle for the #1 spot in the US cereal market with its main rival, General Mills. (In 2008 both held a 29.8% market share, so we'll call it a tie for now.) Among Kellogg's well-known brands are Frosted Flakes, Corn Pops, and Rice Krispies. And while the company fills many a cereal bowl every morning, it buffs up its bottom line with snacks and cookies (Keebler and Famous Amos), along with convenience foods such as Eggo waffles and Nutri-Grain cereal bars. The private charity the W. K. Kellogg Foundation owns 25% of the company. The George Gund Foundation owns 16%. The Gund family, which sold its coffee business (later Sanka) to Kellogg in 1927, owns 9% of the company.
View the Comprehensive Company Description for Kellogg
The Company Description provides a historical perspective of Kellogg's organization from inception to current status.
Produced by Hoover's in-house editorial team, the Company Description tracks ownership transitions, company progress via mergers and acquisitions, major growth milestones, and strategic initiatives, to provide a holistic view of Kellogg's evolution in the marketplace.
