Kellogg Company

Kellogg Company
Type Public (NYSE: K)
Founded 1906
Founder(s) William Keith Kellogg
Headquarters Flag of the United States Battle Creek, Michigan, U.S.
Key people James Jenness (Chairman)
David Mackay (President, CEO)
John Bryant(CFO)
Industry Food processing
Products Cereals
Cookies
Crackers
Market cap ▲ US$ 20.450 billion (2007)
Revenue ▲ US$ 11.776 billion (2007)
Operating income ▲ US$ 1.868 billion (2007)
Net income ▲ US$ 1.103 billion (2007)
Total assets ▲ US$ 11.397 billion (2007)
Total equity ▲ US$ 2.526 billion (2007)
Employees 26,500 (2007)
Subsidiaries Eggo
Kashi Company
Website http://www.kelloggcompany.com/
[1]

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

Contents

History

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 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. [2]

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, Gardenburger (acquired 2007) and Plantation brands.

Corporate governance

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. [3]

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.[4]

Products

Cereal

Advertisement, 1910s

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

Other products

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

Discontinued cereals and foods

Kellogg provides an online list of discontinued products.

A banana-flavoured variation of Rice Krispies. First appeared in the UK in 1995, but discontinued shortly thereafter.
Sold in the UK for a limited period
Introduced in 1984 and inspired by the multi-lingual droid from Star Wars, the cereal called itself a "a New (crunchy) Force At Breakfast" and was composed of "twin rings phased together for two crunches in every double-O". In other words, they were shaped like the number 8.
Manufactured approximately from the 1920s to the 1950s; based on shreds of wheat but different from shredded wheat in texture. Unlike the latter, it tended to remain crisp in milk. In the Chicago area, Krumbles was available into the late 1960's. It was also high in fiber, although that attribute was not in vogue at the time.
Oat-based cereal physically resembling the competing brand Cheerios, with half the OKs shaped like letter O's and the other half shaped like K's, but didn't taste like Cheerios. OKs originally featured a Scottish bagpiper on the box; this was replaced by the more familiar Yogi Bear.

Kellogg's International[5][6]

Mascots

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

Motorsports

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 now driven by Casey Mears.

Environmental Record

According to a Lake City, Minnesota source, The Kellogg Company in Minnesota alone releases over 49,000 pounds of pollution a year.[10]

Merchandising

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, even Tony the Tiger would appear on these speedy,fast,super,race cars.

References

  1. ↑ "Kellogg Company". Google Finance. Retrieved on 2008-08-04.
  2. ↑ ""The Gospel of Consumption"". Retrieved on 2008-05-06.
  3. ↑ ""Kellogg's Press Release"". Retrieved on 2006-10-27.
  4. ↑ ""Kellogg's Reformulation"". A Management Consultant @ Large. Retrieved on 2008-02-11.
  5. ↑ Kellogg Annual Report 2007 - Kellogg North America Brands
  6. ↑ SEC Info - Kellogg Co - 10-K - For 1/1/05 - EX-21.01
  7. ↑ 会社案内:いい朝食がいい日をつくる。日本ケロッグ株式会社
  8. ↑ Welcome to Kellogg's Australia
  9. ↑ Service Conseil Consommateurs Kellogg's
  10. ↑ Scorecard.com

External links

Kellogg Company
Cereals
All-Bran  • Apple Jacks  • Bran Buds  • Coco Pops  • Corn Flakes  • Complete Wheat Bran Flakes  • Corn Pops  • Country Store  • Crispix  • Cruncheroos  • Disney Hunny B's Honey-Graham, Disney Mickey's Magix  • Eggo  • Froot Loops  • Frosted Flakes  • Frosted Mini-Wheats  • Fruit 'n Fibre  • Honey Loops  • Honey Smacks  • Mini Swirlz  • Mueslix  • Nutri-Grain  • Cracklin' Oat Bran  • Product 19  • Raisin Bran  • Raisin Wheats  • Rice Krispies  • Ricicles  • Smorz  • Special K  • Start  • Vector
Other
Carr's  • Cheez-It  • Eggo  • Hydrox  • Kashi  • Keebler  • Famous Amos  • Chips Deluxe  • Morningstar Farms  • Nutri-Grain  • Pop-Tarts  • Special K2O Protein Water  • Sunshine Biscuits  • Yogos  • Yogos Rollers
Discontinued
BiGG MiXX  • C-3PO's  • Cinnamon Crunch Crispix  • Cinnamon Mini-Buns  • Krumbles  • Pep