The Kellogg Company is operating in the global snack business with a focus on breakfast foods and cereals. It was founded in Battle Creek, Michigan in 1906 and markets products in more than 180 countries worldwide. The company is best known for cereal brands such as Corn Flakes, Rice Krispies, Mini Wheats and Frosted Flakes. In addition, the company supplements its main product portfolio with snack and cookie brands such as Cheez-It and Pringles.
Kellogg’s was one of the companies that pioneered in the cereal business when they first discovered how to make flakes out of corn. These toasted flakes were the base for the world-famous Kellogg’s Corn Flakes. Today, the cereal giant constantly competes with General Mills for the title of biggest vendor in the United States. General Mills announced that they will roll-out five gluten-free cereal options in the summer of 2015 as an answer for the increasing consumer demand. Earlier, the company placed an emphasis on the whole grain content of their products.
Lately, the cereal market has been going through tough times. The cereal aisles have been facing stiff competition from protein-rich breakfast options such as Greek yogurt and hot meals such as oatmeal or egg-based dishes.