Kellogg Company (often referred to as Kellogg or Kellogg's in its corporate logo, or even more formally as Kellogg's of Battle Creek), with 2008 sales of nearly $13 billion, is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company's brands include Corn Flakes, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, BearNaked, Morningstar Farms, Famous Amos, Special K, All-Bran, Frosted Mini-Wheats, Club and Kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world.[2] Its global headquarters are in Battle Creek, Michigan, USA. Kellogg trades under the ticker symbol NYSE: K.
The Kellogg Company holds a Royal Warrant from HM Queen Elizabeth II and the Prince of Wales.

Kellogg Company, incorporated in Delaware in 1922, is engaged in the manufacture and marketing of ready-to-eat cereal and convenience foods. The Company principal products are ready-to-eat cereals and convenience foods, such as cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. As of February 25, 2011, these products were, manufactured by the Company in 18 countries and marketed in more than 180 countries. The Company also markets cookies, crackers, and other convenience foods, under brands, such as Kellogg’s, Keebler, Cheez-It, Murray, Austin and Famous Amos, to supermarkets in the United States.
As of February 25, 2011, the Company operated, manufacturing plants and distribution and warehousing facilities totaling more than 30 million square feet of building area in the United States and other countries. Its manufacturing facilities in the United States include four cereal plants and warehouses located in Battle Creek, Michigan; Lancaster, Pennsylvania; Memphis, Tennessee; Omaha, Nebraska and other plants in San Jose, California; Atlanta, Augusta, Columbus, and Rome, Georgia; Chicago, Illinois; Seelyville, Indiana, Kansas City, Kansas; Florence, Louisville, and Pikeville, Kentucky; Grand Rapids and Wyoming, Michigan; Blue Anchor, New Jersey; Cary and Charlotte, North Carolina; Cincinnati and Zanesville, Ohio; Muncy, Pennsylvania; Rossville, Tennessee; Clearfield, Utah, and Allyn, Washington. As of February 25, 2011, outside the United States, the Company had, additional manufacturing locations, some with warehousing facilities, in Australia, Brazil, Canada, China, Colombia, Ecuador, Germany, Great Britain, India, Japan, Mexico, Russia, South Africa, South Korea, Spain, Thailand and Venezuela.
The Company’s trademarks include Kellogg’s for cereals, convenience foods and its other products, and the brand names of certain ready-to-eat cereals, including All-Bran, Apple Jacks, Bran Buds, Cinnamon Crunch Crispix, Cocoa Krispies, Kellogg’s Corn Flakes, Corn Pops, Cracklin’ Oat Bran, Crispix, Cruncheroos, Crunchmania, Crunchy Nut, Eggo, Kellogg’s FiberPlus, Froot Loops, Kellogg’s Frosted Flakes, Frosted Krispies, Frosted Mini-Wheats, Fruit Harvest, Just Right, Kellogg’s Low Fat Granola, Mueslix, Pops, Product 19, Kellogg’s Raisin Bran, Raisin Bran Crunch, Rice Krispies, Rice Krispies Treats, Smacks/Honey Smacks, Smart Start, Kellogg’s Smorz, Special K and Special K Red Berries in the United States and elsewhere; Zucaritas, Choco Zucaritas, Crusli, Sucrilhos, Vector, Musli, NutriDia and Choco Krispis for cereals in Latin America.
Vive and Vector are brands in Canada. Coco Pops, Chocos, Frosties, Fruit’n Fibre, Kellogg’s Crunchy Nut Corn Flakes, Honey Loops, Kellogg’s Extra, Sustain, Muslix, Country Store, Ricicles, Smacks, Start, Pops, Optima and Tresor for cereals in Europe. Cerola, Sultana Bran, Chex, Frosties, Goldies, Rice Bubbles, Nutri-Grain, Kellogg’s Iron Man Food, and BeBig for cereals in Asia and Australia. In additional, the Company trademarks are the names of certain combinations of ready-to-eat Kellogg’s cereals, including Fun Pak, Jumbo and Variety.
Other Company brand names include Kellogg’s Corn Flake Crumbs; Croutettes for herb season stuffing mix; All-Bran, Choco Krispis, Froot Loops, NutriDia, Kuadri-Krispis, Zucaritas, Special K, and Crusli for cereal bars, Komplete for biscuits; Kaos for snacks in Mexico and elsewhere in Latin America; Pop-Tarts and Pop-Tarts Ice Cream Shoppe for toaster pastries; Pop-Tarts Mini Crisps for crackers; Eggo, Eggo FiberPlus, Special K, Froot Loops and Nutri-Grain for frozen waffles and pancakes; Rice Krispies Treats for baked snacks and convenience foods; Special K and Special K2O for flavored protein water mixes and protein shakes, and Nutri-Grain cereal bars, Nutri-Grain yogurt bars, All-Bran bars and crackers, for convenience foods in the United States and elsewhere.
Brands like K-Time, Rice Bubbles, Day Dawn, Be Natural, Sunibrite and LCMs for convenience foods in Asia and Australia; Nutri-Grain Squares, Nutri-Grain Elevenses, and Rice Krispies Squares for convenience foods in Europe; Fruit Winders for fruit snacks in the United Kingdom; Kashi and GoLean for certain cereals, nutrition bars, and mixes; TLC for granola and cereal bars, crackers and cookies; Special K and Vector for meal replacement products, and Bear Naked for granola cereal, bars and trail mix and Morningstar Farms, Loma Linda, Natural Touch, Gardenburger and Worthington for certain meat and egg alternatives. The Company also markets convenience foods under trademarks and tradenames, which include Keebler, Austin, Keebler Baker’s Treasures, Cheez-It, Chips Deluxe, Club, E. L. Fudge, Famous Amos, Fudge Shoppe, Hi-Ho, Kellogg’s FiberPlus, Gripz, Jack’s, Jackson’s, Krispy, Mother’s, Murray, Murray Sugar Free, Ready Crust, Right Bites, Sandies, Special K, Soft Batch, Stretch Island, Sunshine, Toasteds, Town House, Vienna Creams, Vienna Fingers, Wheatables and Zesta.
The Company’s trademarks also include logos and depictions of certain animated characters in conjunction with its products, including Snap!Crackle!Pop! for Cocoa Krispies and Rice Krispies cereals and Rice Krispies Treats convenience foods; Tony the Tiger for Kellogg’s Frosted Flakes, Zucaritas, Sucrilhos and Frosties cereals and convenience foods; Ernie Keebler for cookies, convenience foods and other products; the Hollow Tree logo for certain convenience foods; Toucan Sam for Froot Loops cereal; Dig ‘Em for Smacks/Honey Smacks cereal; Sunny for Kellogg’s Raisin Bran and Raisin Bran Crunch cereals, Coco the Monkey for Coco Pops cereal; Cornelius for Kellogg’s Corn Flakes; Melvin the Elephant for certain cereal and convenience foods, and Chocos the Bear, Kobi the Bear, Sammy the Seal the Seal for certain cereal products.

The Kellogg International division had responsibility for all markets outside the United States, providing products to more than 160 countries on six continents worldwide. The four largest Kellogg International markets were the United Kingdom/Republic of Ireland, Mexico, Canada, and Australia/New Zealand. The United Kingdom/Republic of Ireland remained Kellogg's largest market outside the United States, and experienced a 3 percent increase in cereal sales during 2000. The fastest growing international market was Mexico, where the direct store delivery system was effectively implemented.
Cereal competitor General Mills had closed the gap in the U.S. market share, and passed Kellogg in 2001 as the number one cereal maker. According to Kellogg CEO Gutierrez, "after a year of change, a stronger Kellogg is emerging." The change marked the building of a better business model in which "short-term sales and earnings growth were sacrificed to lay the foundation for great value creation in the future." In Kellogg USA, the acquisition of Keebler was completed in 2001 resulting in a more profitable sales mix. Advertising through brand-building was increased with tie-ins with Disney, American Airlines, and the Cartoon Network. In the cereal category, Special K Red Berries cereal was launched in March and proved to be the most successful new product in this category since the 1998 introduction of Raisin Bran Crunch. Pop-Tarts increased its sales and category share and benefited from the introduction of Chocolate Chip Pop-Tarts. A number of products in the snacks category benefited from the inclusion in Keebler's direct store delivery system. Growth was also evident in the natural and frozen foods category, with Kashi proving to be the fastest growing brand in the natural cereals category.
Like Kellogg USA, Kellogg International's focus on "volume to value" in 2001 was applied to sales, marketing, and new-product initiatives. In the United Kingdom, the most important brands and innovation projects were prioritized. Successful product campaigns were launched for Crunchy Nut Red cereal and Special K bars. Kellogg India Ltd. was permitted by the Foreign Investment Promotion Board to launch new products, Cheez-It Crackers, Keebler Cookiers, and Special K cereal. In other parts of Europe, Kellogg pulled back on investments in smaller markets and attempted to bring prices in line in preparation of the launch of the Euro currency.
By 2002 the Kellogg team, headed by Chairman Gutierrez, remained optimistic for the future of the Kellogg Company. After a year of significant changes, the company emerged "a stronger organization, (with) a tighter focus and revitalized employees whose determination is greater than ever." The year 2002 indicated progress in the form of sustainable, reliable sales and earnings growth. With products manufactured in 19 countries and marketed in more than 160 countries worldwide, Kellogg showed more focus than ever to regain and retain its position as the world's leading producer of cereal and a leading producer of convenience foods.
Principal Subsidiaries:Kellogg USA Inc.; Kellogg Company Argentina S.A.C.I.F.; Kellogg (Aust.) Proprietary Ltd. (Australia); Kellogg Brasil & CIA; Kellogg Canada Inc.; Kellogg de Colombia S.A.; Nordisk Kelloggs A/S (Denmark); Kellogg's Produits Alimentaires, S.A. (France); Kellogg (Deutschland) Gesellschaft mit beschrankter Haftung (GmbH); Kellogg de Centro America S.A. (Guatemala); Kellogg (Japan) K.K.; Nhong Shim Kellogg Co. Ltd. (Korea); Kellogg de Mexico S.A. de C.V.; Kellogg Company of South Africa (Proprietary) Limited; Kellogg Espana, S.A.; Kellogg Company of Great Britain, Ltd.; Alimentos Kellogg S.A. (Venezuela); Kellogg India Ltd.
Principal Competitors:General Mills; Kraft Foods; Quaker Oats.


OVERALL
Beta: 0.47
Market Cap (Mil.): $20,688.27
Shares Outstanding (Mil.): 366.75
Annual Dividend: 1.62
Yield (%): 2.87
FINANCIALS
K Industry Sector
P/E (TTM): 17.88 60.79 35.12
EPS (TTM): -7.39 -- --
ROI: 14.03 2.45 8.07
ROE: 50.34 3.93 13.03



Statistics:
Public Company
Incorporated: 1906 as Battle Creek Toasted Corn Flake Company
Stock Exchanges: New York
Ticker Symbol: K
NAIC: 311230 Breakfast Cereal Manufacturing; 311412 Frozen Specialty Food Manufacturing; 311812 Commercial Bakeries; 311999 All Other Food Manufacturing


Company Perspectives:
Kellogg is a global company committed to building long-term growth in volume and profit and to enhancing its worldwide leadership position by providing nutritious food products of superior value.


Key Dates:
1894: The wheat flake is first produced by Dr. John Harvey Kellogg and Will Keith Kellogg at the Sanitas Food Company.
1898: Kellogg's corn flake is introduced.
1905: Granose (corn) flakes begin commercial production.
1906: Battle Creek Toasted Corn Flake Company is founded in Battle Creek, Michigan, by Will Keith Kellogg.
1907: The company is renamed Toasted Corn Flake Company; the main factory building is destroyed by fire.
1909: Company is renamed the Kellogg Toasted Corn Flake Company.
1914: International expansion begins in Canada.
1915: Bran Flakes cereal is introduced.
1916: All-Bran cereal is introduced.
1922: Company is incorporated as the Kellogg Company.
1924: Kellogg opens overseas plant in Sydney, Australia.
1928: Rice Krispies are introduced.
1930: The W.K. Kellogg Foundation is established.
1938: International expansion begins in the United Kingdom.
1939: Watson H. Vanderploeg becomes president of Kellogg.
1964: The Pop-Tart is introduced.
1969: Kellogg acquires a tea company, Salada Foods.
1970: Kellogg acquires Fearn International.
1976: Kellogg acquires Mrs. Smith's Pie Company.
1977: Pure Packed Foods is acquired.
1979: William E. LaMothe becomes CEO.
1982: Nutri-Grain cereals are marketed.
1988: Kellogg sells its U.S. and Canadian tea operations.
1992: Arnold G. Langbo replaces LaMothe as chairman and CEO.
1993: Kellogg sells Mrs. Smith's Frozen Foods, Cereal Packaging, Ltd., and its Argentine shack food business; Kellogg opens a plant in Riga, Latvia.
1994: Kellogg teams with ConAgra to create a cereal line sold under the Healthy Choice label; Kellogg opens a plant in Taloja, India.
1995: Kellogg opens a plant in Guangzhou, China.
1999: Carlos Gutierrez becomes CEO; Kellogg sells the Lender's division to Aurora Foods and acquires Worthington Foods.
2000: Kellogg acquires convenience food maker Kashi Company; Kellogg reorganizes its operations into two divisions (USA and International).
2001: General Mills passes Kellogg as the number one cereal maker; Kellogg acquires Keebler Foods.

Name Age Since Current Position
Jenness, James 64 2006 Chairman of the Board
Bryant, John 45 2011 President, Chief Executive Officer, Director
Dissinger, Ronald 52 2010 Chief Financial Officer, Senior Vice President
Pilnick, Gary 46 2004 Senior Vice President, General Counsel - Corporate Development and Secretary
Shuler, Dennis 55 2010 Senior Vice President - Global Human Resources
Clark, Celeste 57 2010 Senior Vice President - Global Public Policy and External Relations, Chief Sustainability Officer
Davidson, Bradford 50 2008 Senior Vice President; President, Kellogg North America
Norman, Paul 46 2008 Senior Vice President; President - Kellogg International
Sterling, Steven 2011 Senior Vice President - Global Supply Chain
Andrews, Alan 55 2004 Vice President, Corporate Controller
Carson, Benjamin 59 1997 Independent Director
Gund, Gordon 71 1986 Independent Director
Johnson, Dorothy 70 1998 Independent Director
Korologos, Ann 69 1989 Independent Director
Zabriskie, John 71 1995 Independent Director
Dillon, John 72 2000 Independent Director
Speirn, Sterling 63 2007 Independent Director
Steele, Robert 55 2007 Independent Director
Knauss, Donald 60 2007 Independent Director
Rebolledo, Rogelio 66 2008 Independent Director

Address:
One Kellogg Square
Battle Creek, Michigan 49016-3599
U.S.A.
 
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