Kellogg started with only 44 employees in Battle Creek, Michigan, in 1906.

Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality.

Kellogg has historically been a leader in industry, innovation and marketing.

With 2009 sales of nearly $13 billion, Kellogg Company 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 veggie foods.

About kellogs

Vision: To be the food company of choice.

Mission: To drive sustainable growth through the power of our

people and brands by better servicing the needs of our customers , consumers , and communities.

Operating Principles Remain consumer centric Executional excellence Prioritize to win Continuous efficiency improvement

Vision and mission

Kellogg Company’s values, K Values™, shape their culture and guide the way they run their business.

In 2005, the company instituted the W.K. Kellogg Values Award, which is given annually to one individual and one team of employees who best exhibit the K Values in their work.

 Values

1900s: In 1906, W.K. Kellogg entered the cereal

business, as American eating habits began shifting from heavy, fat-laden breakfasts to lighter, more grain-based meals. 

To help consumers distinguish Kellogg's Corn Flakes® cereal from the products of the 42 other cereal companies in Battle Creek, Michigan, W.K. put his signature on each package, saying that these Corn Flakes are the "The Original."

History

With the advent of pasteurization of milk, the ready-to-eat cereal business expanded.

To keep up with a growing market, Kellogg Company developed new product, packaging and marketing innovations to fit consumer needs. 

In 1914, Kellogg Company created Waxtite® wrappers, a new concept in packaging technology. W.K. Kellogg believed that if people tried a good product, they would keep buying it.

After having success in the U.S. market, Kellogg opened its first foreign cereal facility in 1914 in Canada.

1910s

Kellogg continued to expand into new markets, exporting cereal to England in the early 1920s and later building a plant in Sydney, Australia.

Kellogg also established one of the first home economics departments in the food industry in 1923, the same year that Kellogg's® Pep™ wheat flakes was introduced. 

The famous Kellogg's® Rice Krispies® began talking to consumers in 1927.

1920s

In 1930, Mr. Kellogg founded the W.K. Kellogg Foundation..

 Kellogg expansion continued with a new plant in Manchester, England. 

Kellogg's® Pep™, became the first cereal fortified with vitamins through the "spray" method.

1930s

As a result of the company's many efforts during WWII, Kellogg was awarded the Army-Navy "E" flag for excellence

Kellogg's® Rice Krispies® Marshmallow Treats ® recipe, first advertised in 1940, became a popular food for mailing to service people abroad

Kellogg launched new whole-grain product lines likeKellogg's Raisin Bran® in 1942 and opened the company's second U.S. plant in Nebraska.

1940s

Throughout the 1950s the company introduced some of today's most beloved cereals including: Kellogg's® Corn Pops®, Kellogg's Frosted Flakes®, Kellogg's® Honey Smacks™, Kellogg's® Cocoa Krispies™ andKellogg's® Special K®, which was the first high-protein breakfast cereal ever offered to consumers.

1950s

For Kellogg Company, the 1960s were marked by a wide range of new product introductions. 

There were five new cereals: Kellogg's Froot Loops®, Kellogg's Apple Jacks®, Kellogg's Frosted Mini-Wheats®, Kellogg's Bran Buds® andKellogg's Product 19®, as well as Kellogg's Pop-Tarts® toaster pastries andKellogg's® Croutettes™ croutons.

Kellogg also enjoyed extensive global expansion, opening facilities in South America, Canada, Scandinavia, Europe and Asia. 

1960s

The company published its nutrition policy, outlining its fortification practices and commitments to nutrition, responsible advertising and consumer education. 

Kellogg became the first cereal company to voluntarily list the amount of sugar in its cereals on the side panel of its packages.

1970s

New cereal products of the 1980s including Kellogg's® Squares™ line,Kellogg's® Crispix® and Kellogg's® Just Right®

The company built advanced-technology cereal plants in Battle Creek and London, Ontario. 

 In 1986, Kellogg Company's new headquarters opened in downtown Battle Creek

1980s

Kellogg remained the global cereal leader and opened its first plants in India, China, Thailand and Latvia.

Kellogg's® Pop-Tarts® toaster pastries became the company's top-selling product.

In the 1990s, as consumers purchased "On the Go" foods like never before, convenience foods grew as a percentage of Kellogg's sales. 

Kellogg's® Rice Krispies Treats® squares and Kellogg's® Nutri-Grain® bars won broad consumer acceptance.

1990s

Kellogg has generated strong upward momentum – sales of its cereal products, expanding its convenience foods business and pursuing profitable growth.

Kellogg also has benefited from the acquisition of health foods leader Kashi Company, the multi-country success of products such as Kellogg's® Special K® Red Berries cereal.

In 2006, Kellogg Company celebrated its 100th Anniversary.

2000s

Kellogs products: Family Favorites Austin

Carr'sCheez-ItEggoFamous AmosFroot LoopsFrosted FlakesKeebler EL FudgeKeebler Town HouseMorningstar FarmsMurray Sugar FreeNutri-GrainRice KrispiesSpecial K

New In Stores

Pop-Tarts Frosted Wild Grape

Pop-Tarts Popsters Strawberry BlastSpecial K Fruit Crisps StrawberryClever Kids Lett

Healthy image: it is perceived as healthy in comparison to other daily snacks such as crisps and chocolates..

  Convenience: Kellogg’s have a range of breakfast bars

which are ‘portable snacks’ to have on-the-go which make it convenient for those on the morning rush, something that they can have whenever they want, were ever they are.

  Versatility: can be used to replace meals, as a snack

between meals and for kids as lunch box filler.

Healthy options: Kellogg’s are making cereals healthier for the future generation as health is a growing concern by reducing salt and adding fruits into the cereals and bars.

Key Factor for Success(KFS)

Brand awareness: Kellogg’s has been a long established company and have a high level of brand awareness and customer loyalty.

  Something for everyone: they have a wide range of products

that vary from children to adults,

Innovation: from when they started they continue to make more and more different cereals by playing with flavor, taste and the new emerging markets.

  Low barriers to entry: low technological requirements have made

it easy for niche markets to enter the industry.

Value for money: the average household can afford to buy Kellogg’s as they usually promote offers with new products and regular price reductions in order to keep there loyal customers by their side.

  Quality: since they began Kellogg’s have always offered the same

quality in the products they also make a promise to the customers that if they are not satisfied with there product they can get their money back. This ensures the same great taste in every product.

Key Factor for Success(KFS)

Kellogg Around the World

One of Kellogg Company’s greatest competitive advantages is their global infrastructure.

Their founder, W.K. Kellogg, started the company more than 100 years ago and quickly expanded into new geographies.

The early adoption of this growth plan has provided them with a global business today.

Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world.