WK Kellogg Co
WK Kellogg Co is a North American breakfast-cereal company created through the 2023 separation of Kellogg Company and acquired by Ferrero in 2025.
Last updated August 31, 2026
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Overview
WK Kellogg Co is an American food manufacturing company focused principally on breakfast cereal in the United States and Canada. The company was created on October 2, 2023, when Kellogg Company separated its North American cereal operations from the rest of its business. In the separation, the continuing international snack and food company was renamed Kellanova, while the North American cereal business began operating as WK Kellogg Co. The new company was named for Will Keith Kellogg, the early cereal entrepreneur associated with the origins of the Kellogg business. The separation gave WK Kellogg control of a portfolio of established cereal brands, including Froot Loops, Frosted Flakes, Frosted Mini-Wheats, Raisin Bran, Rice Krispies and Special K. These products cover children’s cereal, family-oriented products, bran and whole-grain offerings, and more adult-oriented nutrition and wellness positioning. According to the company’s reported 2024 sales mix, those six brands together represented approximately 70 percent of sales, illustrating the continued concentration of the business around a relatively small number of nationally recognized franchises. From its formation, WK Kellogg described its opportunity as extending beyond the traditional cereal category while remaining centered on cereal innovation, brand renovation and manufacturing efficiency. Its early product activity included the January 2024 launch of two Eat Your Mouth Off flavors, described as the company’s first vegan products. The company also pursued changes to its manufacturing network. In 2024 it announced plans to close its Omaha, Nebraska, plant at the end of 2026, reduce production in Memphis, Tennessee, and expand output at facilities in Battle Creek, Michigan; Lancaster, Pennsylvania; and Belleville, Ontario. The announced program included restructuring expenditure and investment in technology and infrastructure, although the cited material does not establish the final financial outcome of those plans. WK Kellogg also faced scrutiny over product ingredients, marketing and information security. In 2024, protesters gathered at its headquarters calling for the removal of artificial colors. In 2025, Texas Attorney General Ken Paxton announced an investigation connected to the company’s health-related product claims and the use of artificial food colors. WK Kellogg later announced a plan to remove artificial colors from its products by the end of 2027. The company was also connected to a third-party ransomware incident involving Cleo Communications, after data associated with at least one employee was reported stolen. The company attracted public criticism after chief executive Gary Pilnick discussed cereal as an affordable dinner option during a CNBC interview. The comments were interpreted by critics as an attempt to market cereal to consumers facing financial hardship, and generated responses from public figures and social-media users. At the same time, WK Kellogg continued to invest in consumer marketing, including promotional activity involving Raisin Bran, children’s cereals and a collaboration connected with Toy Story 5. WK Kellogg remained independent for roughly two years. In July 2025, Ferrero agreed to acquire the company for approximately $3.1 billion, subject to shareholder and regulatory processes. Shareholders approved the transaction in September, and the acquisition was completed later that month. WK Kellogg therefore became part of Ferrero rather than continuing as an independent NYSE-listed company. Subsequent leadership announcements identified Jean-Baptiste Santoul as chief operating officer and Lapo Civiletti as a future president, although the supplied material does not provide a complete current executive roster or clarify the company’s long-term legal and operating structure within Ferrero.
History
WK Kellogg Co emerged from the restructuring of the former Kellogg Company rather than from a wholly new food venture. On October 2, 2023, Kellogg separated its North American cereal operations from the rest of its business. The continuing international food company adopted the name Kellanova, while the separated North American cereal operations became WK Kellogg Co. The name commemorated Will Keith Kellogg, an important figure in the development of the original Kellogg cereal business. WK Kellogg began life as an independently listed company on the New York Stock Exchange, with headquarters in Battle Creek, Michigan, the historic center of the Kellogg business. The new company inherited a substantial portfolio of familiar cereal brands. Its principal products included Froot Loops, Frosted Flakes, Frosted Mini-Wheats, Raisin Bran, Rice Krispies and Special K. These brands gave WK Kellogg a presence across children’s cereal, family breakfast products, bran and whole-grain cereal, and nutrition-oriented offerings. The concentration of revenue in a small group of major brands remained a defining feature: the six named brands reportedly accounted for about 70 percent of sales in 2024. WK Kellogg’s early strategy combined defense of those established brands with attempts to broaden the cereal category. In January 2024 it introduced two Eat Your Mouth Off flavors, described as its first vegan products and as an effort to appeal to younger adult consumers. Management also discussed opportunities beyond conventional cereal, although cereal remained the company’s central business and manufacturing base. Manufacturing restructuring became another important part of the company’s short independent history. In August 2024, WK Kellogg announced that its Omaha, Nebraska, facility would close at the end of 2026 and that production at its Memphis, Tennessee, facility would be reduced beginning in late 2025. At the same time, the company planned to increase production at plants in Battle Creek, Michigan; Lancaster, Pennsylvania; and Belleville, Ontario. The announced program included $100 million in restructuring costs and $390 million for new technology and infrastructure, according to the supplied reference material. These plans reflected an effort to consolidate and modernize production, although the sources supplied here do not establish their ultimate implementation. The company’s products and marketing also became the subject of public debate. In October 2024, protesters reportedly demonstrated at company headquarters and demanded the removal of artificial colors. In April 2025, Texas Attorney General Ken Paxton announced an investigation related to WK Kellogg’s health claims and the use of artificial food colors. The company subsequently announced a commitment to eliminate artificial colors from its products by the end of 2027. The issue placed the company within wider debates over food labeling, ingredient safety and the marketing of highly processed foods. WK Kellogg faced a separate information-security issue connected to Cleo Communications. The company learned in February 2025 that it had been affected by a breach that Cleo confirmed had occurred in December 2024. WK Kellogg reported the incident to the Maine attorney general in April after learning that one employee in Maine had personal information, including a name and Social Security number, stolen. The company notified the affected employee, offered credit monitoring and required stricter security measures from vendors and Cleo. The supplied material identifies the Clop ransomware group as responsible for the attack on Cleo. Public reaction also followed a CNBC interview in which chief executive Gary Pilnick discussed cereal as a low-cost dinner option for consumers under financial pressure. Critics, including Senator Peter Welch, political commentator Marianne Williamson and social-media users, argued that the remarks treated economic hardship as a marketing opportunity. The controversy illustrated the tension between the company’s affordability messaging and consumer concerns about food prices, wages and corporate pricing practices. WK Kellogg’s independent existence was brief. In July 2025, Ferrero announced an agreement to acquire the company for approximately $3.1 billion. Cerberus Capital Management and Dean Metropoulos were also reported to have explored purchasing the business. WK Kellogg shareholders approved the Ferrero transaction on September 19, 2025, and the acquisition was completed seven days later. The purchase ended WK Kellogg’s status as an independent NYSE-listed company and brought its North American cereal assets into Ferrero’s portfolio. Later supplied material reported leadership changes involving Jean-Baptiste Santoul as chief operating officer and Lapo Civiletti as president-designate, but does not provide enough information to describe the company’s post-acquisition governance comprehensively.
- 2025
Artificial-color investigation announced
[1]The Texas attorney general announced an investigation involving the company’s health claims and artificial food colors.
- 2025
Ferrero acquisition completed
[1]After shareholder approval, Ferrero completed its acquisition of WK Kellogg in September.
- 2024
First vegan product launch
[1]WK Kellogg released two Eat Your Mouth Off flavors, described as its first vegan products.
- 2024
Manufacturing restructuring announced
[1]The company announced plant closures, production changes and investments intended to reorganize and modernize its manufacturing network.
- 2023
WK Kellogg Co is established
[1]On October 2, Kellogg Company separated its North American cereal business, renamed the continuing company Kellanova and began operating the separated business as WK Kellogg Co.
Products and positioning
A North American cereal company built around iconic Kellogg cereal franchises, combining mass-market family and children's products with whole-grain, bran, nutrition-oriented and newer plant-based offerings. Its positioning also emphasizes affordability, brand-led innovation and modernization of a legacy manufacturing network.
Children's cereal
Froot Loops
A colorful, fruit-flavored cereal and one of WK Kellogg’s core children’s brands. Froot Loops is marketed primarily through distinctive shapes, bright colors and character-led brand recognition.
Family and children's cereal
Frosted Flakes
A sweetened corn-flake cereal positioned as a mainstream family breakfast product. It is one of the company’s most prominent legacy brands and a major contributor to its North American cereal portfolio.
Whole-grain cereal
Frosted Mini-Wheats
A shredded-wheat cereal with a sweetened frosting layer. The brand combines a whole-grain proposition with a sweeter taste profile and serves both family and adult breakfast occasions.
Bran cereal
Raisin Bran
A bran-and-raisin cereal positioned around fiber, grain and a traditional breakfast profile. The brand has also been used for broader cultural and entertainment marketing, including a reported Super Bowl campaign.
Rice cereal
Rice Krispies
A crisped-rice cereal associated with its distinctive texture and long-running family-oriented identity. It occupies a central place in WK Kellogg’s portfolio and is also connected with snack and recipe usage.
Adult and nutrition-oriented cereal
Special K
A cereal brand traditionally positioned toward adult consumers and nutrition-conscious breakfast occasions. It broadens WK Kellogg’s portfolio beyond children’s and heavily sweetened family cereals.
Vegan cereal · 2024
Eat Your Mouth Off
A cereal line introduced with two flavors in January 2024. WK Kellogg described the launch as its first vegan product and linked it to efforts to reach younger adult consumers.
Controversies
2025
Artificial-color and health-claim investigation
Texas Attorney General Ken Paxton announced an investigation into WK Kellogg’s claims that its products were healthy, with particular attention to artificial food colors and alleged health risks. The supplied material does not establish the investigation’s final findings.
2025
Cleo-related data breach
WK Kellogg reported that it was affected by a ransomware-related breach of Cleo Communications. The incident reportedly exposed an employee’s name and Social Security number, prompting notification, credit-monitoring support and additional vendor security requirements.
2024
Cereal-for-dinner interview controversy
Chief executive Gary Pilnick’s CNBC comments presenting cereal as an inexpensive dinner option for financially pressured consumers drew criticism from public figures and social-media users. Critics argued that the remarks exploited economic hardship and diverted attention from concerns about prices and wages.
Marketing campaigns
- 2026Raisin Bran Super Bowl advertising
United States
Raisin Bran was reported to appear in a Super Bowl advertisement for the first time, ending a fifteen-year absence by the Kellogg cereal business from Super Bowl advertising. William Shatner appeared as a spaceship captain.
Outcome. The campaign gave Raisin Bran a high-profile national entertainment placement and marked a return to Super Bowl advertising for the business.
- 2026Toys Back in the Box
United States
WK Kellogg’s children’s cereals offered toy spoons shaped like Toy Story characters, along with trading cards and movie-ticket promotions connected with Toy Story 5, in collaboration with Walt Disney Studios.
Outcome. The promotion revived prize-style activity in the children’s cereal portfolio after a reported ten-year gap.
- 2024Eat Your Mouth Off launch
United States · Canada
WK Kellogg introduced two flavors of Eat Your Mouth Off as a vegan cereal launch aimed partly at millennial and Generation Z consumers.
Outcome. The launch expanded the portfolio into a plant-based product proposition and was identified as the company’s first vegan product.
Brand decisions
2025
Commit to removing artificial colorsStrategyBackground
The company faced protests and regulatory scrutiny over artificial colors and related product-health concerns.
Action taken
WK Kellogg announced that it would remove artificial colors from its products by the end of 2027.
Aftermath
The commitment positioned ingredient reformulation as a response to public and regulatory pressure; completion was not established in the supplied material.
2025
Accept Ferrero acquisitionM&ABackground
WK Kellogg had operated independently since the 2023 separation, while several potential buyers were reported to have shown interest.
Action taken
The company agreed to be acquired by Ferrero for approximately $3.1 billion. Shareholders approved the transaction in September and completion followed later that month.
Aftermath
WK Kellogg ceased to be an independent NYSE-listed company and became part of Ferrero’s corporate portfolio.
Acquisition consideration. $3.1 billion (Announced July 2025; completed September 2025)
2024
Reconfigure and modernize the manufacturing networkStrategyBackground
WK Kellogg sought to align production with demand while investing in manufacturing technology and infrastructure.
Action taken
The company announced the planned closure of its Omaha plant at the end of 2026, reduced production at Memphis beginning in late 2025, increased production at Battle Creek, Lancaster and Belleville, $100 million in restructuring expenditure and $390 million for technology and infrastructure.
Aftermath
The announcement indicated a significant footprint consolidation, but the supplied material does not document the final implementation or employment impact.
Announced restructuring and technology/infrastructure investment. $100 million restructuring expenditure and $390 million for technology and infrastructure (Announced in 2024)
Recent events
- 2025
WK Kellogg reports data-breach impact from Cleo incident[1]
Other
WK Kellogg learned in February 2025 that data associated with a Cleo Communications incident had affected the company. The company later reported the matter to the Maine attorney general after an employee’s name and Social Security number were identified as stolen.
- 2025
Ferrero agrees to acquire WK Kellogg Co[1]
M&A
Ferrero agreed to purchase WK Kellogg Co for approximately $3.1 billion. The transaction followed interest from other potential buyers, including Cerberus Capital Management and Dean Metropoulos.
- 2025
WK Kellogg commits to removing artificial colors[1]
Regulation
The company announced that it would remove artificial colors from its products by the end of 2027.
- 2025
Shareholders approve Ferrero acquisition[1]
M&A
WK Kellogg shareholders approved the sale to Ferrero in September, and the acquisition was completed later that month.
- 2024
WK Kellogg launches Eat Your Mouth Off flavors[1]
Product launch
The company released two flavors of Eat Your Mouth Off, a product aimed in part at millennial and Generation Z consumers and described as WK Kellogg’s first vegan product.
- 2024
WK Kellogg announces manufacturing-network changes[1]
Other
The company announced a planned closure of its Omaha plant, lower production at Memphis and increased output at facilities in Michigan, Pennsylvania and Ontario, alongside investment in technology and infrastructure.
- 2024
Protesters call for removal of artificial colors[1]
Campaign · Regulation
Hundreds of protesters reportedly gathered at WK Kellogg’s headquarters to demand that artificial colors be removed from the company’s products.
- 2023
WK Kellogg Co begins operations after Kellogg separation[1]
M&A · Other
The North American cereal business was separated from Kellogg Company on October 2, 2023. The continuing company was renamed Kellanova, while the separated cereal company began trading as WK Kellogg Co.
Sources1 sources
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