WK Kellogg Co
- Company typePrivate
- Founded1906
- HeadquartersBattle Creek, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
WK Kellogg Co firmographics
Firmographics- Name
- WK Kellogg Co
- Legal name
- WK Kellogg Co
- Website
- https://wkkellogg.com
- Company type
- Private
- Founded year
- 1906
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
WK Kellogg Co industry classification
Industry- Product category
- Breakfast Cereals
- NAICS
- Breakfast Cereal Manufacturing (311230)
- SIC
- Grain Mill Products (2040), Food And Kindred Products (2000)
- akta.pro primary industry
- Breakfast Foods & Cereals (Cereal, Granola, Oatmeal) (CRADAAAE)
- akta.pro secondary industry
- Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
Keywords
Where WK Kellogg Co is headquartered
LocationHeadquarters
- HQ city
- Battle Creek
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
WK Kellogg Co business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Cereal and packaged food sales: WK Kellogg Co generates revenue through the manufacture and sale of breakfast cereals and related food products to retailers and directly to consumers through retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail cereal products |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
WK Kellogg Co product offering
Product offeringCore offering
WK Kellogg Co manufactures and sells ready-to-eat breakfast cereals and granola products under the Kellogg's master brand and sub-brands Kashi and Bear Naked across the United States, Canada, and the Caribbean. The portfolio includes iconic legacy brands such as Frosted Flakes, Corn Flakes, Rice Krispies, Raisin Bran, Frosted Mini-Wheats, Froot Loops, Corn Pops, Special K, and All-Bran, distributed primarily through grocery, mass, and convenience retailers as well as e-commerce and K-12 food service channels.
Product overview
WK Kellogg Co is a North American cereal company offering a diverse portfolio of breakfast cereals and granola products. The core brand portfolio includes Kellogg's Frosted Flakes, Kellogg's Special K, Kellogg's Froot Loops, Kellogg's Rice Krispies, Kellogg's Raisin Bran, Kellogg's Frosted Mini-Wheats, Kellogg's Corn Flakes, and Kellogg's Corn Pops. The company also markets health-focused sub-brands including Kashi (acquired in 2000) and Bear Naked granola. Recent additions include new Froot Loops variants (Marshmallow, Cocoa Loops) and reduced sugar Frosted Flakes. The company operates under the Feeding Happiness sustainable business strategy and was acquired by Ferrero Group in September 2025.
Differentiator
Problem solved
Functional benefit
Brands
- Kellogg's Frosted Flakes: Iconic frosted corn flakes cereal featuring Tony the Tiger mascot
- Kellogg's Rice Krispies
- Kellogg's Froot Loops
- Special K
- Kellogg's Raisin Bran
- Kellogg's Frosted Mini-Wheats
- Kashi
- Bear Naked
- Kellogg's Corn Flakes
- Kellogg's Corn Pops
- Kellogg's Apple Jacks
- Kellogg's Crispix
- Kellogg's Honey Smacks
- Kellogg's Cracklin' Oat Bran
- Kellogg's Krave
- Smart Start
- All Bran
Products and services
- Kellogg's Frosted Flakes Oven-toasted crunchy corn flakes with sweet frosting, fortified with 8 essential vitamins and minerals, no cholesterol, and 0 grams of fat. Anchored by the Tony the Tiger mascot and supports the Mission Tiger program for middle school sports.
- Kellogg's Special K Multigrain flakes with 11 vitamins and minerals and real fruit or chocolate chunks, positioned as a health-focused cereal with a good source of fiber and whole grain ingredients.
- Kellogg's Froot Loops Fruit-flavored corn cereal made with whole grains and sweetened, featuring the Toucan Sam mascot; available in Original, Marshmallow, and Cocoa Loops varieties.
- Kellogg's Rice Krispies Classic crisped rice cereal featuring the Snap, Crackle, and Pop characters; consumed as a breakfast cereal and used as an ingredient in recipes such as Rice Krispies Treats.
- Kellogg's Raisin Bran Crisp toasted whole grain wheat and bran flakes combined with plump raisins, providing 7g of fiber per serving, heart-healthy positioning, and 8 essential vitamins and minerals.
- Kellogg's Frosted Mini-Wheats High-fiber cereal made with 10 layers of whole shredded wheat per bite, positioned for digestive health and wellness with a focus on fiber content.
- Kellogg's Corn Flakes The original Kellogg cereal - crispy, golden flakes of sweetened corn, loaded with iron and 7 other vitamins and minerals, made from USA-grown corn.
- Kellogg's Corn Pops Sweet crispy crunch cereal, an excellent source of 7 vitamins and minerals, enjoyed as breakfast or as a snack straight from the box.
- Kellogg's All Bran
Quantifiable outcome
- 95% of Americans fail to meet recommended daily fiber intake, creating opportunity for fiber-focused cereals
- +1 more outcomes
Companies that use WK Kellogg Co
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
WK Kellogg Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
WK Kellogg Co partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Partnership for a Healthier AmericacoreBel US Co-Founded the Good Food Coalition with Partnership for a Healthier America to champion access to better snacks. The initiative links consumer purchases of dietitian-validated 'GOOD GOOD' products to donations supporting families facing food insecurity through PHA's Healthy Hunger Relief program, with focus on key periods like back-to-school season.
- Amazon AccessminorAmazon Access is part of the Good Food Coalition co-founded by Bel US and Partnership for a Healthier America to improve access to healthier food options for American families.
- The Giant CompanyminorThe Giant Company participates in the Good Food Coalition to support food access initiatives.
- Disney/PixarcoreWK Kellogg Co launched Toy Story 5-themed collectibles across multiple Kellogg's brands nationwide, including character-themed spoons featuring Jessie, Woody, and Buzz Lightyear, along with playing cards and movie ticket promotions. The nostalgic marketing campaign targets millennial parents.
- DonorsChoosecoreMission Tiger has partnered with DonorsChoose to help more than 3,000 schools nationwide and create more than 2 million sports and play experiences for kids. Consumers support by purchasing Frosted Flakes and uploading receipts to MissionTiger.com, sparking $3 donations to DonorsChoose.
- Feeding AmericacoreWK Kellogg Co is a founding partner and longstanding supporter of Walmart Fight Hunger Spark Change initiative, raising funds for Feeding America, Food Banks Canada and local food banks to strengthen communities and families in need.
- Food Banks CanadacoreLongstanding partnership to address food insecurity through Walmart Fight Hunger Spark Change initiative.
- No Kid HungrycoreWK Kellogg Co partners with No Kid Hungry to expand school breakfast programs for children through programming and support.
- Food Research and Action CentercorePartnership to help eliminate child hunger through school breakfast program expansion.
- VaynerMediacoreCreative agency partnership for Super Bowl advertising campaign featuring William Shatner for Raisin Bran's Big Game debut.
- BeanstalkcoreBeanstalk appointed as WK Kellogg Co.'s exclusive lifestyle licensing agency for the U.S., Canada, and Caribbean markets.
- J.I.DminorHip-hop artist partnership to reimagine Frosted Flakes iconic 'Hey Tony' jingle into new song 'HEY TONY!' as part of cultural collaboration to inspire teens.
- WalmartcoreWalmart Fight Hunger Spark Change initiative - WK Kellogg is founding partner of in-store retail initiative raising funds for Feeding America and local food banks.
- Dan Gillespie Soil Health FundminorPartnership aims to foster well-being of both communities and the planet, with special focus on supporting growth of young farmers.
- School Nutrition Association (SNA)minorWK Kellogg's is a proud sponsor of SNA, working to bring innovative meal solutions to schools across the country.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
WK Kellogg Co competitors and assessment
Company assessmentEmerging players
- Magic Spoon: Magic Spoon is a DTC and retail high-protein, low-sugar cereal brand targeting health-conscious millennials and parents. It competes for the same breakfast occasions as WK Kellogg Co but from a premium, better-for-you positioning, pressuring younger consumer segments.
- Purely Elizabeth:
Direct peers
- General Mills: General Mills is the largest direct competitor in North American breakfast cereal with brands like Cheerios, Lucky Charms, Cinnamon Toast Crunch, and Honey Nut Cheerios, plus Cascadian Farm and Annie's. It competes head-to-head with WK Kellogg Co across virtually every cereal aisle and merchandising slot.
- Post Holdings: Post Holdings owns Post Consumer Brands (Honey Bunches of Oats, Fruity Pebbles, Grape-Nuts, Raisin Bran) and Malt-O-Meal, making it a direct CPG cereal competitor. It also competes in private-label cereal, putting pricing pressure on WK Kellogg Co across mainstream and value tiers.
- TreeHouse Foods: TreeHouse Foods is a major private-label cereal and granola manufacturer supplying retailers with store-brand equivalents of branded cereals. It directly pressures WK Kellogg Co's pricing and shelf share in the value tier and is the principal private-label threat.
- PepsiCo (Quaker): PepsiCo's Quaker Oats division sells oatmeal, granola bars, and breakfast cereals including Life and Cap'n Crunch, competing directly with WK Kellogg Co's hot and ready-to-eat cereal portfolio across retail and food service channels.
Broad incumbents
- Nestlé USA: Nestlé is a broad incumbent in packaged food with breakfast cereal offerings (Nesquik, Cheerios in select markets) plus cereal-adjacent categories like nutrition and coffee. It competes with WK Kellogg Co across multiple aisles and has the scale to bundle shelf investments across its portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
WK Kellogg Co social profiles
Digital presenceWK Kellogg Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
WK Kellogg Co leadership team
Management profileNumber of profiles
Profiles3 records
WK Kellogg Co subsidiaries and ownership
Company hierarchySubsidiaries2 records
WK Kellogg Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WK Kellogg Co M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WK Kellogg Co
What does WK Kellogg Co do?
WK Kellogg Co manufactures and sells ready-to-eat breakfast cereals and granola products under the Kellogg's master brand and sub-brands Kashi and Bear Naked across the United States, Canada, and the Caribbean. The portfolio includes iconic legacy brands such as Frosted Flakes, Corn Flakes, Rice Krispies, Raisin Bran, Frosted Mini-Wheats, Froot Loops, Corn Pops, Special K, and All-Bran, distributed primarily through grocery, mass, and convenience retailers as well as e-commerce and K-12 food service channels.
Is WK Kellogg Co a public or private company?
WK Kellogg Co is a private company. It is classified as corporate owned and is currently operating.
When was WK Kellogg Co founded?
WK Kellogg Co was founded in 1906. It employs 1,001 to 5,000 people.
Where is WK Kellogg Co based?
WK Kellogg Co is headquartered in Battle Creek, United States, in the North America region.
How does WK Kellogg Co make money?
One revenue line is on record: cereal and packaged food sales.
Who are WK Kellogg Co's main competitors?
Emerging players on record are Magic Spoon and Purely Elizabeth. Direct peers are General Mills, Post Holdings, TreeHouse Foods and PepsiCo (Quaker). Nestlé USA is listed as a broad incumbent.
Does WK Kellogg Co have an API?
No public API is recorded for WK Kellogg Co.
What industry is WK Kellogg Co in?
WK Kellogg Co's product category is Breakfast Cereals. Its primary akta.pro industry code is CRADAAAE, Breakfast Foods & Cereals (Cereal, Granola, Oatmeal), with a secondary code of AFAKABAI, Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars). Its NAICS code is 311230 and its SIC code is 2040.