Kellanova Profile
Kellanova and its subsidiaries are engaged in the manufacture and marketing of snacks and convenience foods.
The company’s principal products are snacks, such as crackers, savory snacks, toaster pastries, cereal bars, granola bars, and bites; and convenience foods, such as ready-to-eat cereals, frozen waffles, veggie foods and noodles. These products were, as of February 20, 2024, manufactured by the company in 21 countries and marketed in more than 180 countries. They are sold to retailers through direct sales forces for resale to consumers. The company uses broker and distributor arrangements for certain products and channels, as well as in certain geographies.
The company’s snacks brands are marketed under brands, such as Kellogg’s, Cheez-It, Pringles, Austin, Parati, and RXBAR. The company’s frozen foods are marketed under the Eggo and Morningstar Farms brands.
The company also markets crackers, crisps, and other convenience foods, under brands, such as Kellogg’s, Cheez-It, Pringles, and Austin, to supermarkets in the United States through a variety of distribution methods.
Trademarks
The company’s principal trademarks are its housemarks, brand names, slogans, and designs related to snacks, frozen breakfast, international cereals and noodles and various other foods manufactured and marketed by the company. The company also grants licenses to third parties to use these marks on various goods.
The licenses granted by Kellanova to WK Kellogg Co include a perpetual, irrevocable, exclusive, royalty-free license to use the ‘Kellogg’s’ house brand, along with other key brands, such as Tony the Tiger, Kellogg's Frosted Flakes, Toucan Sam, Froot Loops, Special K, Rice Krispies and Snap, Crackle and Pop, in connection with WK Kellogg Co business in North America.
The company markets convenience foods under trademarks and tradenames, which include Austin, Bisco, Cheez-It, Club, Luxe, Minueto, Parati, RXBAR, Special K, Toasteds, Town House, Zesta, and Zoo Cartoon. Other brand names include Kellogg’s Corn Flake Crumbs; Choco Krispis, Crunchy Nut, Kashi, Nutri-Grain, Special K, Squares, Zucaritas, Rice Krispies Treats, and Sucrilhos for cereal bars; Pop-Tarts for toaster pastries; Eggo and MorningStar Farms for frozen breakfast foods; Nutri-Grain cereal bars for convenience foods in the United States and elsewhere; K-Time, Sunibrite, Split Stix and LCMs for convenience foods in Australia; Nutri-Grain, Coco Pops, Crunchy Nut, Krave, Frosties, and Rice Krispies Squares for convenience foods in Europe; Special K for meal bars; Pringles for crisps; and Morningstar Farms, Incogmeato, Veggitizers, and Gardenburger for certain meat alternatives. Additionally, the company markets beverages under the Trink trademark. One of the company’s subsidiaries is also the exclusive licensee of the Carr’s cracker line in the United States.
These trademarks include Kellogg’s for convenience foods and other products, including the Kellogg's branded noodles business in Africa, and the brand names of certain ready-to-eat international cereals, including Sucrilhos, Zucaritas, Kellogg's Extra, Müsli, and Choco Krispis for cereals in Latin America; Coco Pops, Choco Krispies, Frosties, Fruit ‘n Fibre, Kellogg’s Crunchy Nut, Krave, Kellogg’s Extra, Country Store, Smacks, Pops, Honey Bsss, Zimmy's, Toppas, and Tresor for cereals in Europe; and Froot Ring, Chocos, Chex, Guardian, Just Right, Sultana Bran, Frosties, Rice Bubbles, Nutri-Grain, and Sustain for cereals in Asia and Australia.
The company’s trademarks also include logos and depictions of certain animated characters in conjunction with the company’s products, including the characters Snap, Crackle and Pop for use in connection Rice Krispies Treats convenience foods; Tony the Tiger for Zucaritas, Sucrilhos and Frosties cereals and convenience foods; Toucan Sam for Froot Loops and Froot Rings international cereal; Dig ‘Em for Smacks/Honey Smacks international cereal; Zimmy and Zimmy's cereal; Coco the Monkey for Coco Pops, Choco Krispies and Chocos cereal; Cornelius (aka Cornelio) for Kellogg’s Corn Flakes international cereal; Melvin the Elephant for certain cereal, dairy beverages and convenience foods; Chocovore, Poperto, Pops the Bee, and Sammy the Seal (aka Smaxey the Seal) for certain cereal products; and Mr. P or Julius Pringles for Pringles crisps.
The slogans L’ Eggo my Eggo and L’Eggo with Eggo are used in connection with the company’s frozen waffles, pancakes and French toast sticks, and Snack Stacks used in connection with potato crisps and crackers are also important Kellanova trademarks.
Customers
The company’s largest customer, Wal-Mart Stores, Inc. and its affiliates, accounted for approximately 15% of consolidated net sales during 2023, principally consisted of sales within the United States. During 2023, the company’s top five customers, collectively, including Wal-Mart, accounted for approximately 26% of the company’s consolidated net sales and approximately 46% of the U.S. net sales. The company’s products have been generally sold through its own sales forces and through broker and distributor arrangements; and have been generally resold to consumers in retail stores, restaurants, and other food service establishments.
Regulation
The company’s activities in the United States are subject to regulation by various government agencies, including but not limited to the Food and Drug Administration, the Federal Trade Commission, and the Departments of Agriculture, Commerce and Labor, as well as voluntary regulation by other bodies.
Seasonality
Demand for the company’s products is generally level throughout the year (year ended December 2023), although some of the company’s convenience foods have a bias for stronger demand in the second half of the year due to events and holidays.
Research and Development
In 2023, the company’s expenditures for research and development were approximately $116 million.
History
Kellanova was founded in 1906. The company was incorporated in Delaware in 1922.
