| 76th | Top mascots |
| 95th | Top companies of the United States |
| 84th | Top companies named after people |
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| Type | Public (NYSE: K) |
|---|---|
| Founded | 1906 |
| Founder(s) | Will Keith Kellogg |
| Headquarters |  Battle Creek, Michigan, U.S. |
| Key people | James Jenness (Chairman) David Mackay (President, CEO) John Bryant (COO) |
| Industry | Food processing |
| Products | Cereals Cookies Crackers Toaster Pastries Cereal Bars Fruit-flavored Snacks Frozen Waffles Veggie Foods |
| Revenue | ▲ US$ 12.6 billion (2009) |
| Operating income | ▲ US$ 2.0 billion (2009) |
| Net income | ▲ US$ 1.2 billion (2009) |
| Total assets | ▲ US$ 11.20 billion (2009) |
| Total equity | ▲ US$ 2.27 billion (2009) |
| Employees | approximately 31,000 (2009) |
| Subsidiaries | Eggo Kashi Company |
| Website | http://www.kelloggcompany.com/ |
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Kellogg Company (often referred to as Kellogg or Kellogg's in its corporate logo, or even more formally as Kellogg's of Battle Creek), with 2008 sales of nearly $13 billion, is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and veggie foods. The Company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, BearNaked, Morningstar Farms, Famous Amos, Special K, All-Bran, Frosted Mini-Wheats, Club and kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world.[2] Its global headquarters are in Battle Creek, Michigan, USA. Kellogg trades under the ticker symbol NYSE: K.
The Kellogg Company holds a Royal Warrant from HM Queen Elizabeth II and the Prince of Wales.
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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 Christian denomination. The company produced and marketed the hugely successful Kellogg's Toasted Corn Flakes and was renamed the Kellogg Company in 1922.
In 1930, the Kellogg Company announced that most of its factories would shift towards 30 hour work weeks, from the usual 40. This practice remained until World War II, and continued briefly after the war, although some departments and factories remained locked into 30 hour work weeks until 1980.[3] From 1969 to 1977, Kellogg's acquired various small businesses including Salad Foods, Fearn International, Mrs. Smith's Pies, Eggo, and Pure Packed Foods;[4] however, it was later criticized for not diversifying further like General Mills and Quaker Oats were.
After underspending its competition in marketing and product development, Kellogg's U.S. market share hit a low 36.7% in 1983. A prominent Wall Street analyst called it "a fine company that's past its prime" and the cereal market was being regarded as "mature." Such comments invigorated Kellogg chairman William E. LaMothe to improve, which primarily involved approaching the demographic of 80 million baby boomers rather than marketing children-oriented cereals. In emphasizing cereal's convenience and nutritional value, Kellogg helped persuade U.S. consumers age 25 to 49 to eat, 26% more cereal than people that age ate five years prior. The U.S. ready-to-eat cereal market, worth $3.7 billion at retail in 1983, totaled $5.4 billion by 1988, and had expanded three times as fast as the average grocery category. Kellogg's also introduced new products including Crispix, Raisin Squares, and Nutri-Grain Biscuits and reached out internationally with Just Right aimed at Australians and Genmai Flakes for Japan. During this time, the company maintained success over its top competitors: General Mills, who largely marketed children's cereals, and Post, who had difficulty in the adult cereal market.[5]
In March 2001, Kellogg made its largest acquisition, the Keebler Company. Over the years it has also gone on to acquire Morningstar Farms and Kashi divisions or subsidiaries. Kellogg also owns the Bear Naked, Natural Touch, Cheez-It, Murray, Austin, Famous Amos, Gardenburger (acquired 2007) and Plantation brands.
Artifacts are items of historical relevance and provide insight to a company's origins and developments. Some early Kellogg trademarks are artifacts that reflect a point of time in the cereal company's history. One artifact is the trademark for W.K.Kellogg that was filed with the USPTO by the Kellogg Toasted Corn Flake Company of Battle Creek, Michigan on December 15, 1914. The application filed by the company's secretary, John L. Kellogg, states the trademark is a copy of the signature of Will K. Kellogg and president of the corporation. The application shows that the trademark was used for, "cereal foods marketed under the trade names of toasted corn flakes, toasted wheat flakes, toasted wheat biscuit, krumbles, and cereal coffee substitutes." According to the application, the stylized word form of Will K. Kellogg's signature was a trademark continuously used in the company's business since April 1, 1906. Trademark registration was granted on July 13, 1915.[6]
Another trademark filed by the Kellogg Toasted Corn Flake Company was for a different facsimile of Will K. Kellogg's signature, just for the surname of Kellogg's. Trademark for Kellogg's was submitted on the same date of December 15, 1914. Application was also filed by John L. Kellogg's, W.K. Kellogg's second son who was serving as the company's secretary at the time.[7] The stylized Kellogg's surname logo was trademarked for cereal breakfast foods and was registered on October 18, 1921. The application states that first use anywhere and in commerce was on May 1, 1907.[8]
The W.K. Kellogg trademark expired on October 30, 1996.[9] The current status for the easily-recognized stylized form of the founder's signature, Kellogg's is registered and renewed and owned by the Kellogg Company of Battle Creek, Michigan.[10]
Current members of Kellogg Company's board of directors include: James M. Jenness, chairman; David Mackay; Dr. Benjamin S. Carson, Sr.; John T. Dillon; Gordon Gund; Dorothy A. Johnson; Donald R. Knauss; Ann McLaughlin Korologos; Rogelio M. Rebolledo; Sterling K. Speirn; Robert A. Steele and Dr. John L. Zabriskie.
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 former 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.[11]
In June, 2007 Kellogg announced that by the end of 2008 it would stop advertising to children under twelve those cereals and snacks that do not meet specific nutrient guidelines.[12]
A list of cereal products produced by Kelloggs, with available varieties.
Kellogg provides an online list of discontinued products.
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 since 2007 it shares only the hood or the sides of the cars with co-primary sponsor Carquest Auto Parts now driven by Mark Martin. Kellogg's will move to Roush Fenway Racing with driver Carl Edwards in 2010.
Kelloggs has used some merchandising for their products. Kelloggs once released Mission Nutrition, a PC Game that came free with special packs of cereal. It played in a similar fashion as Donkey Kong Country; you could play as Tony the Tiger, Coco the Monkey, or Snap, Crackle, and Pop. Kelloggs has also released "Talking" games. The two current versions are Talking Tony and Talking Sam. In these games, a user uses a microphone to play games and create voice commands for their computer. In Talking Tony, Tony the Tiger, one of Kellogg's most famous mascots, would be the main and only character in the game. In Talking Sam, Toucan Sam, another famous mascot, would be in the game instead. Some toy cars have the Kelloggs logo on them, and occasionally their mascots.
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  | Australian consumer site - Welcome to Kellogg's Australia and New Zealand - Home |
| | "Kellogg's Press Release" - Kellogg Company - David Mackay Named Chief Executive Officer of Kellogg Company Effective December 31, 2006 |
| | Old Kellogg's adverts (UK only) - UK television adverts 1955-1985 |
| | discontinued products - Kellogg's - Where to buy Kellogg products |
| | "Kellogg's Reformulation" - A Management Consultant @ Large: Kellogg's |
| | Venezuelan consumer site - ::Kellogg´s:: |
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