The Split of Kellogg: Kellanova and W K Kellogg

Case Code: BSTR685 Case Length: 13 Pages Period: 2022-2023 Pub Date: 2024 Teaching Note: Available

Price: Rs.400 Organization : Kellogg Company Industry : Food & Beverage Countries : United States Themes: Business Level Strategies, Strategy Implementation

Abstract Case Intro 1 Case Intro 2 Excerpts

About Kellogg

Kellogg was founded as Sanitas Food Company in 1900 by two brothers, Will Keith Kellogg (Will) and Dr John H Kellogg (John), after they found a method to produce crunchy flakes from grain. They marketed these flakes as an easily digestible food product. John used the flakes as breakfast food in a sanitarium he ran. The brothers marketed it under the brand ‘Granose’ and it became highly popular.

Will wanted to add sugar in the flakes to make them tastier, but John was against the idea. In 1906, Will started his own company, Battle Creek Toasted Corn Flake Company, and introduced his own brand of flakes, which soon grew popular. He then renamed the company Kellogg Toasted Corn Flake Company in 1909. John renamed Sanitas Food Company as Kellogg Food Company. This started a feud among the brothers. Eventually, in 1920, Will won the right to use the name Kellogg. In 1922, the company was renamed Kellogg Company and it started making cereals other than cornflakes

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