The Kellogg Company is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company's brands include Froot Loops, Apple Jacks, Corn Flakes, Frosted Flakes, Rice Krispies, Special K, Cocoa Krispies, Keebler, Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms, and many more. Kellogg's stated purpose is "Nourishing families so they can flourish and thrive." Kellogg's products are manufactured in 18 countries and marketed in over 180 countries. Kellogg's largest factory is at Trafford Park in Trafford, Greater Manchester, United Kingdom, which is also the location of its European headquarters. Kellogg's holds a Royal Warrant from Queen Elizabeth II and the Prince of Wales. Source: http://www.kellogghistory.com/timeline.html
In 1856 the Kellogg family moves to Battle Creek, Michigan, where the Seventh-day Adventist Church has established its headquarters. Will Keith Kellogg, founder of Kellogg Company is born on April 7, 1860 in Battle Creek.
In a fortunately failed attempt at making granola, the company’s founder, W.K. Kellogg, and his brother, Dr. John Harvey Kellogg, changed breakfast forever when they accidentally flaked wheat berry. W.K. kept experimenting until he flaked corn, and created the delicious recipe for Kellogg’s Corn Flakes.
W.K. Kellogg opened the “Battle Creek Toasted Corn Flake Company” and hired his first 44 employees. Together they created the initial batch of Kellogg’s® Corn Flakes®.
W.K. Kellogg becomes general manager of the Sanitas Nut Food Co. Ltd., selling cereal products to former sanitarium patients.
A cereal carton displays the first use of the Kellogg's logo circa May or June 1907. W.K. and Shaw decided to drop the "Sanitas" name because it reminded them of a disinfectant. Instead, a stylized version of W.K.'s last name was placed on the top of its cereal packages. It is unknown when the "Kellogg's" name was first used—the company's legal documents and trademark registrations said it occurred"about May 1, 1907."
In the spring of 1907 a salesman from the Ketterlinus Lithographing Company of Philadelphia met with W.K. and showed him the drawing of a smiling young woman in a gingham dress holding a sheaf of corn. W.K. purchased the drawing, which would be called "Sweetheart of the Corn™." Although modified during the next 100 years, the image would become one of Kellogg's most enduring and successful advertising symbols.
A daring, and for its time, risque, advertising campaign appeared from February through July 1908 in various city newspapers across the country saying, "Give a Grocer a Wink! And see what you'll get—K-T-C.™" On "Wink Day™" it was revealed that "K-T-C" was a free sample package of Kellogg's Toasted Corn Flakes™.
"To promote crop improvements, Kellogg Company awarded the "W. K. Kellogg National Corn Trophy" to the farmer who submitted the best ear of corn to the annual National Corn Show.
The company introduced its second product to the public, Kellogg's Toasted Rice Flakes™.
During a recession called the "Panic of 1910," Kellogg Company offered its first premium, the Funny Jungleland™ Moving Pictures book that featured pictures of animals and short rhymes. This was the start of the company's efforts to build a relationship with children. When the Funny Jungleland™ book was published, the cereal company printed "The Baseball Game" on the inside of its cereal cartons and encouraged its customers to set up special leagues of players.
An early grocery store display in the 1910s. There was limited space for cereals to be displayed.
Tours for first-time visitors of the Battle Creek plant were made available from 9–11 A.M. and 1–4 P.M.
Besides corn flakes, Kellogg Company launched other products, such as Kellogg's Toasted Wheat Biscuit™
Kellogg was one of the first organizations to use a large-scale outdoor advertising display when it erected a 106-foot-wide, 80-foot-tall billboard on top of the Mecca Building at 48th Street and Broadway in Times Square, New York City. Billed as the world's largest advertising sign requiring 80 tons of structural iron for its framework, it featured the image of a young boy's face. A mechanical device changed the boy's expression—he cried when the heading said, "I want Kellogg's®," then smiled as the heading read, "I got Kellogg's®."
One of Kellogg's most significant and most expensive innovations was to use "Waxtite™". Developed by John Leonard Kellogg, Waxtite™ was a thick, smooth envelope of paraffin (waxed paper) that encased Kellogg's cereal boxes (liners inside the packages were added a few years later).
Kellogg's® Pep™, a whole-wheat and part bran flake cereal, was introduced in 1925 and marketed to athletes.
Kellogg's® Rice Krispies® first appear on the market. It was marketed as "The Talking Cereal" because of its distinctive popping sound when milk was poured on it. The slogan, "Snap! Crackle! Pop!™" was first used a year later.
The W. K. Kellogg Foundation is founded.
"Kellogg Company introduced several new innovations, including food fortification efforts, the introduction of assortment packs, and the expansion of its facilities in Battle Creek and overseas. Kellogg's® Pep™ became the first cereal fortified with vitamins B and D through the "spray" method, marking the beginning of the cereal industry's food fortification processes."
Kellogg introduced a new product, a dog food named Gro-Pup™, which led to the creation of an animal food business.
Tony the Tiger® appears when Kellogg's Sugar Frosted Flakes™ debuts. There are relatively few people who have had "the voice," marked by a distinct tenor and tone that is easily recognizable. But one such man was singer/actor Thurl Arthur Ravenscroft, the longtime voice of Kellogg's Tony the Tiger®.
Released nationwide in 1955, Kellogg's® Special K® was the first cereal fortified with seven vitamins and iron, thus giving it its "special" designation.
"Cornelius Rooster® appears on Kellogg's Corn Flakes® boxes."
Kellogg's® Concentrate™ and Kellogg's® OKs™ went into national distribution. Big Otis™: This Scotsman was the short-lived mascot for Kellogg's® OKs™. When Kellogg's® OKs™ failed, Kellogg developed new products to utilize this equipment—Kellogg's® Froot Loops®, Kellogg's® Apple Jacks®, and Kellogg's® Puffa Puffa Rice™.
Sugar Pops Pete™: Sugar Pops Pete™ wore a 10-gallon hat and spoke with a Western twang. He was used on packages of Kellogg's® Pops®, then called Sugar Pops™, from 1959 to 1967. TV commercials used the running jingle "Sugar Pops are Tops," as Pete™ tangled with varmints, defeating the bad guys by shooting them with sparkling sugar dust, which turned them as sweet as the cereal.
Kellogg introduced a varied product line to meet local tastes in foreign countries with cereals that included Kellogg's® Sultana Bran™, Froot Loops®, and Kellogg's® Seasoned Corn Flake Crumbs in Australia; Froot Loops® in Canada; Sugar Pon™ in Japan; Snack-Pak® and Seasoned Corn Flake Crumbs® in South Africa; Sugar Smacks™ and Variety® in Mexico.
After discovering a competitor's plans to introduce a cereal with an apple cinnamon coating and dried apple pieces, Kellogg decided its new cereal would have an apple-cinnamon flavor, and be named Kellogg's® Apple Jacks®.
Kellogg's bought Fearn International Inc., specifically to focus on their Eggo® Waffles line.
"Kellogg's® Frosted Mini-Wheats® cereal debuted nationally."
Dig'Em®: The diminutive, mischievous frog with the big voice debuted in 1972 as the spokescharacter for Kellogg's® Sugar Smacks™. Dig'Em® was very active, energetic, savvy, and a bit of a troublemaker because he enjoyed playing pranks on adults. Dig'Em® was nonetheless friendly, and liked to smack kids' hands. When the cereal's name was changed to Kellogg's® Honey Smacks™ in 1984, the frog was replaced by Wally the Bear,™ but public protest brought Dig'Em® back.
"To meet consumer demands in the 1970s, other new products were introduced including Kellogg's® Frosted Rice with Tony Jr.™ as it's spokes-character; Kellogg's® Cracklin' Oat Bran™, a high fiber cereal with a nut-like taste; Kellogg's® Raisins, Rice & Rye™; Kellogg's® Honey & Nut Corn Flakes, Kellogg's® Most™, a high-fiber, multivitamin, iron supplement cereal; and a frozen pizza line."
Kellogg's U.S. Food Products Division became the major sponsor of the Battle Creek World Hot Air Balloon Championship. The company even entered its own balloon decorated with the face of Tony the Tiger.
In response to consumer interest for whole grain foods and the oat bran craze, Kellogg's Nutri-Grain® cereal was created. It was test-marketed for five years before it debuted.
Kellogg's® Raisin Squares® were introduced to offer the appeal of a shredded wheat biscuit with fruit inside. Kellogg was successful in taking the product from concept to the test market in 90 days, including an advertising campaign. The popular product was quickly expanded to include Kellogg's® Apple Cinnamon Squares™ and Kellogg's® Strawberry Squares™.
Kellogg's® Fruitful Bran® (with raisins, dates and apples), Kellogg's® Strawberry Krispies®, Kellogg's® Just Right® (a tasty, highly-fortified cereal with four grains introduced in 1985).
Two versions of Kellogg's® Müeslix™ that were based on the company's popular European "muesli" cereals. Kellogg's® Müeslix™ Five Grain cereal combined oats, wheat, corn, rice, and barley with raisins, dates, and hazelnuts. Kellogg's® Müeslix™ Bran cereal, on the other hand, used chopped dates, figs, and almonds.
Kellogg's new 300,000 square-foot headquarters building opened in June 1986. The architectural works of Frank Lloyd Wright, Louis Sullivan, and Eliel Saarinen inspired its design.
"In Latin America, Kellogg's® Corn Pops® had its own spokescharacter, Ricky®."
The growing global awareness of the health benefits dietary fiber created a growth opportunity for Kellogg. Pictured range of Kellogg cereals starting at the upper left with Kellogg's® Wheat Bran® Flakes, sold in Ireland, Kellogg's Raisin Bran®, sold the United States, Kellogg's® Sultana Bran™, sold in Australia, and Kellogg's® Complete® Wheat Bran, sold in the United States.
Nutri-Grain® Bars released in 1991.
W.K. Kellogg Institute (WKKI) for Food and Nutrition Research in downtown Battle Creek. When it opened in 1997, the facility would become the company's think tank for new food products and consolidated operations that had been spread out into a number of other buildings. The key purpose for WKKI was to create cross-cultural teams to identify global growth opportunities and develop products that could be marketed in multiple regions instead of just one country. WKKI had five restaurant quality kitchens, extensive research facilities and a large, flexible experimental production area. Its pilot plant for manufacturing test batches of new snacks and cereals was one-tenth the size of an actual manufacturing plant.
Kellogg released a limited edition cereal that was based on Pokémon®—the "pocket monster" characters from Nintendo's popular cartoon/video/card games, called Kellogg's Pokémon®. The cereal was released to coincide with the theatrical release of the Warner Bros. Production of "Pokémon® 2000 The Movie."
A cross-promotion deal was signed between Kellogg and The Walt Disney Company that resulted in the release of special premiums, which included miniature bean dolls that used Disney's licensed characters such as Winnie the Pooh™, Piglet™, Eeyore™ and Tigger™. The deal also promoted the creation of special edition cereals such as Kellogg's® Disney Hunny B's™ that debuted in January 2002 with strong initial sales. (The deal with Disney also made Kellogg the official breakfast sponsor at Walt Disney World, Disneyland Resort, and Disneyland Paris.)
Kellogg cereals with freeze-dried berries became popular in Great Britain and France, so the concept was introduced to North America in 2001 as Kellogg's® Special K® Red Berries (strawberries in that case). By 2002, Kellogg's cereals with freeze-dried fruit were generating almost $100 million in sales for the company and, more importantly, it had beaten General Mills' own freeze-dried fruit cereals by two years.
In response to consumer demand for "low carb" meals, Kellogg released specialty products such as Kellogg's® Special K® For A Low Carb Lifestyle; Keebler Chips Deluxe® Carb Sensible Cookies with flavors such as chocolate chip, chocolate chip with pecans, and peanut butter; plus Kellogg's Eggo® Special K® For Your Low Carb Lifestyle waffles.
In 2006, Kellogg Company celebrated its 100th Anniversary. Since 1906, a desire for innovation and commitment to being the best has guided Kellogg Company. From being one of the first companies to offer premiums in its cereal boxes to being the first to fortify its cereals, Kellogg has historically been a leader in industry, innovation and marketing.
Kellogg Company founder W.K. Kellogg's strong commitment to nutrition, health and quality has driven the company's unique food innovations. The spirit of Kellogg Company is based on continual improvement in products and processes, with the goal of providing great-tasting, nutritious products that meet the most rigorous quality standards.
As Kellogg celebrated its centennial anniversary in 2006, one health trend that was shaping the convenience food business was consumers' desires to purchase 100-calorie snack packs with the guarantee that the product contained exactly 100 calories.
Kellogg's® All-Bran® celebrated its 90th anniversary - providing a great opportunity to take a closer look at the ever-popular brand. With more than $400 million in annual sales, the All-Bran line of cereals and snacks is one of Kellogg's fastest-growing brands worldwide. Products include a variety of cereals in the form of shreds, flakes, and flakes with yogurt coated clusters, as well as cereal bars and snack bites.
Kellogg's® Special K® product line was extended into the diet and nutrition sections of grocery and drug stores with the launch of three innovative, protein-fortified products designed to meet consumers' evolving shape management needs: Special K₂0™ protein waters, Special K™ protein snack bars and Special K™ protein meal bars.
Kellogg Company launched itself into the fast-growing trail-mix granola bar category with the introduction of Kellogg's™ Nutri-Grain™ Fruit & Nut bars. With more fruit and nuts than the leading competitor, Nutri-Grain™ Fruit & Nut bars burst with premium ingredients for natural energy any time of day.
Whether you’re sitting down to a nice quiet breakfast or on the go, Kellogg has many delicious Special K® products to help you reach your weight management goals. At 120 calories per serving, Kellogg’s® Special K® Chocolatey Delight’s crunchy rice and wheat flakes and oh-so-yummy chocolatey pieces are the perfect way to get your chocolatey fix without undoing your day.
Kellogg’s® Special K® brand also expanded its portfolio with meal and snack bars. Turns out, missing meals is a BIG metabolism no-no. So if you have to power through that all-day meeting or cart kids from here to there or run out the door right NOW, reach for a Special K™ Protein Meal Bar.
Kellogg’s® Pop-Tarts® Toaster Pastries with One Serving of Whole Grain contain 16 grams of whole grain in each pastry. Get the whole grains you need in two favorite Pop-Tarts® Toaster Pastry flavors – strawberry and brown sugar cinnamon.
The Special K® brand continues to provide great new options. Kellogg’s™ Special K® crackers were introduced in two delicious flavors, Italian Tomato and Herb and Multi-Grain.
Kellogg’s® Special K® Blueberry cereal provides a tasty blend of crunchy rice, whole wheat, and blueberry flavored flakes combined with oat and blueberry flavored clusters.
Iconic Kellogg’s® Rice Krispies® cereal celebrates its 80th anniversary. Since 1928, parents and children have been lending an ear to the cereal bowl to hear the familiar sounds. The famous characters Snap® Crackle® Pop® are present on each and every box.
Internationally renowned artist Burton Morris and Kellogg’s® Pop-Tarts® brand partner to launch Pop-Tarts® Pop Art program, a celebration of the toaster pastries that Morris views as edible works of art.
Kellogg’s® Cinnabon® snack bars offer a chance to momentarily hit the reset button and enjoy a surprisingly indulgent, wholesome snack. They can also be enjoyed warm by heating for just a few seconds in the microwave, sending the unforgettable smell of cinnamon throughout your home or office and heightening the enjoyment of the snacking experience. Each bar has 150 calories, so they can easily fit into a balanced and healthful meal plan, all the while capturing the indulgent flavor of Cinnabon™ cinnamon in a wholesome snack bar.
Kellogg raises the bar on nutrition with its new Kellogg’s FiberPlus™ Antioxidants bars, which contain 35 percent of the daily recommended value of fiber plus 20 percent of the daily recommended value of antioxidants vitamin E and zinc.
Kellogg’s Special K® brand shakes things up with new protein shakes featuring great taste, protein and fiber.
In 2009, Mother’s® Cookies celebrated its 95th anniversary of delighting generations with favorites like the pink and white sprinkled Circus Animal® cookies and the rich, crème-filled Taffy® sandwich cookies. Kellogg acquired the trademarks and recipes of Mother’s Cookies in 2008.
Smaller just got better. New Kellogg’s® Mini-Wheats Little Bites® cereal contain the same nutrition benefits as Frosted Mini-Wheats® cereal while the smaller biscuit size is easier for younger kids to enjoy. Available in two delicious flavors, Chocolate and Honey Nut, with whole grains and 6 grams of fiber in each serving.
For 50 years the Special K® brand has been committed to helping consumers meet their weight-management goals. Now many of the popular cereal varieties are also good sources (3 grams) of fiber. Two new introductions include Kellogg’s Special K® Low-Fat Granola and Special K® Fruit Crisps.
Kellogg’s FiberPlus™ Antioxidants cereals deliciously provide fiber and antioxidants available in Berry Yogurt Crunch and Cinnamon Oat Crunch.
Kellogg’s® Nutri-Grain Superfruit Fusion™ flavored cereal bars have taken traditional fruit and blended it with superfruit flavors then surrounded it with a crust made with whole grains. They not only taste delicious and have a hearty texture they’re also rich in antioxidants, vitamins C and E. Available in Cherry Pomegranate and Strawberry Acai.
Kellogg introduced Kellogg’s Corn Flakes® Simply Cinnamon cereal. The classic, crispy taste reminds you that Kellogg’s Corn Flakes® cereal will always be The Original and Best™.
Kellogg Company launched its first-ever gluten-free cereal – Rice Krispies® Gluten Free. The cereal eliminates barley malt (the source of gluten in the original Rice Krispies® cereal) and is made with whole grain brown rice to differentiate it from the original and for flavor.
Kellogg became an official sponsor of the U.S. Olympic and Paralympic teams through 2016 in London, England; Sochi, Russia; and Rio de Janeiro, Brazil. Kellogg Company's investment in America's athletes began with Kellogg support of the Olympic Games from 1976-1992 and included the U.S. Olympic Teams from 2000-2008.
In response to consumer demand and huge popularity in other markets, Kellogg launched Kellogg’s® Crunchy Nut® cereal in the U.S. The cereal features a blend of delicious honey and pieces of nuts in every crunchy bite.
To emphasize the importance of beginnings, Kellogg's® launched its first-ever ad to air during the Opening Ceremonies, celebrating the start and all the potential it holds. The commercial featured Rebecca Soni, 2012 U.S. Olympic swimmer, Team Kellogg's athlete and six-time Olympic medalist, in her first broadcast ad.
Kellogg Company launched a new rewards program to thank consumers for their loyalty and commitment to their favorite Kellogg brands. By visiting www.kelloggsfamilyrewards.com, families can enter sweepstakes and build up points for rewards, such as discounts, toys, books, apparel, sports equipment, gift cards, a chance to win free groceries, and more.
Kellogg welcomed Pringles® to its family of beloved brands, strengthening the company’s competitive position in global snacks. Through the acquisition of the Pringles® brand, Kellogg is now the world's second-largest savory snacks player. Pringles® are sold in more than 140 countries and are available in more than 80 flavors.
Kellogg announced a refresh of its iconic, 106-year-old Kellogg's® brand in the most significant update of its marquee identity in company history. Enhancements to the company’s websites, packaging, advertising and other marketing materials included a new tagline – "Let's Make Today Great," distinctly bright visual graphics and images, a more conversational tone, and a contemporized version of the classic Kellogg's® script logo.
Following success in Europe, Kellogg introduced Krave™ cereal to U.S. consumers. Krave™ cereal is a crispy, multi-grain shell outside with smooth real chocolate inside and is available in two flavors – Chocolate and Double Chocolate.
Kellogg Company launched Breakfasts for Better Days™ and committed to provide 1 billion servings of cereal and snacks to support global hunger relief by the end of 2016. In support of the initiative and in honor of World Food Day on Oct. 16, employee volunteer events were held in 28 countries. As a result, Kellogg and Kellogg employees donated nearly 100,000 pounds of food to help 94 community programs around the world.
Kellogg introduced Special K® Nourish hot cereal – the brand’s first-ever hot cereal in the U.S. The hot cereal features a unique whole grain blend, including quinoa, oats, barley and wheat. Special K® Multi-Grain Porridge was introduced for dieting consumers in the U.K. and Ireland and made with 30 percent less fat than other porridges.
Kellogg® introduced new breakfast products to meet the on-the-go needs of many consumers. Kellogg’s® To Go breakfast shakes, for example, provide a convenient drinkable option with the same protein, fiber and minerals as a bowl of cereal.
Peanut butter was always the most requested flavor by our fans. Pop-Tarts® Gone Nutty! hit shelves in two varieties – Peanut Butter and Frosted Chocolate Peanut Butter. Once consumers tasted the delicious new varieties, they agreed it was worth the wait.
Kellogg Australia encouraged shoppers to keep soft plastic packaging, like the liner inside the cereal box, from being disposed of in landfills. Instead, consumers were asked to drop off liners at designated recycling stations where the plastic was converted into products for everyday use.
When it comes to nutrition at breakfast, there’s a lot of information out there and a recent survey revealed that when hearing “proteins and grains,” only 20 percent of Americans think of cereal and milk. So, in June 2014, the Kellogg’s® Pop-Up Recharge Bar was opened to educate families about the power of protein and grains found in a serving of Kellogg’s cereal and one cup of skim milk. Attendees enjoyed a free breakfast of Kellogg’s® cereal and milk combinations, alongside exciting performances from top celebrities.
For 50 years, families have been toasting Pop-Tarts® toaster pastries. To celebrate, the brand introduced Birthday Editions, including Chocolate Vanilla Crème, Milk Chocolate Graham, and Birthday Cake. Over time, Pop-Tarts® has created a series of bestselling, tried-and-true favorites including Frosted Strawberry and Frosted Brown Sugar Cinnamon.
Kellogg was proud to support the U.S. Olympic and Paralympic Teams for the 2014 Games. Team Kellogg’s™, a group of athletes and hopefuls, partnered with Kellogg to promote the importance of starting each day right with a great breakfast. Meryl Davis and Charlie White secured the first gold medal in ice dance for the U.S. Kellogg’s showed support by capturing the image of their historic win on the front of special-edition Kellogg's® Corn Flakes® boxes.
Kellogg launched Open For Breakfast™ and became one of the first consumer product goods companies to offer a digital and social forum to hear what’s on peoples’ minds and share stories about our foods and commitments to communities and the environment.
Several Kellogg’s products received recognition for packaging design and innovation. Pringles® Original Crisps with Dip won the 2015 CSP Retailer Choice Award for Best New Product. Kellogg’s® Special K® Cracker Chips and Kellogg’s® Disney “Frozen” Cereal won 2015 AmeriStar Awards from the Institute of Packaging Professionals (IoPP).
Kellogg took another step forward in our commitment to climate action by announcing new, ambitious science-based greenhouse gas (GHG) emissions targets. In December 2015, we announced plans to cut GHG emissions by 65 percent across our operations and work with suppliers to help reduce their emissions by 50 percent by 2050.