WK Kellogg Co is an American company that makes food. It was separated from Kellogg's on October 2, 2023, and is based in Battle Creek, Michigan. It was created in October 2023 as part of Kellogg's decision to form a new company from its North American breakfast cereal business. This new company operated independently for about two years before being bought. It was purchased by Ferrero SpA in September 2025.
History
On October 2, 2023, WK Kellogg Co (named after Will Keith Kellogg, one of the original founders of the Kellogg's company) was separated from the Kellogg Company and began trading on the New York Stock Exchange. The Kellogg Company was renamed Kellanova. WK Kellogg produced cereal products for the North American market, while Kellanova continued making products for other markets.
On January 4, 2024, the company released two flavors of Eat Your Mouth Off for millennials and Generation Z. This was the first vegan product made by WK Kellogg. On August 6, WK Kellogg announced that it would close a plant in Omaha, Nebraska, by the end of 2026 and reduce production at a plant in Memphis, Tennessee, starting in late 2025. It also planned to increase production at plants in Battle Creek, Michigan; Lancaster, Pennsylvania; and Belleville, Ontario. The company would spend $100 million for restructuring and an additional $390 million to buy new technology and infrastructure. On October 15, hundreds of protesters gathered at the company’s headquarters to demand the removal of all artificial colors from its products.
On April 5, 2025, Ken Paxton began an investigation into WK Kellogg because the company claimed its products are healthy. Paxton argued that artificial food colors, which are made from petroleum, have been linked to autoimmune disorders, cancer, endocrine disease, hyperactivity, and obesity. On May 6, the company announced that its net sales would decrease by 2 percent to 3 percent due to weak sales and high costs from tariffs. On July 10, it was announced that Ferrero would buy WK Kellogg for $3.1 billion, causing the company’s stock to rise by 30 percent. Cerberus Capital Management and Dean Metropoulos had also tried to purchase WK Kellogg. In late July, the company announced it would remove all artificial colors from its products by the end of 2027, becoming the first company to sign a legally binding agreement for their removal. On September 19, shareholders approved the sale of WK Kellogg to Ferrero, and seven days later, the acquisition was completed.
In late January 2026, the company released three new limited-time Froot Loops flavors: Cocoa Loops, Glazed Donut Holes, and Sweethearts. In early February, Ferrero selected Jean-Baptiste Santoul as the chief operating officer of WK Kellogg. On March 3, it was announced that Lapo Civiletti would become the new president of the company on September 1.
Data breach
On February 27, 2025, WK Kellogg Co found out that it was a victim of a data breach. Cleo Communications confirmed that the breach occurred on December 7, 2024. On April 4, WK Kellogg Co reported the incident to the Maine Attorney General after an employee in the state had their name and social security number stolen. The company informed the affected employee and provided them with credit monitoring services. WK Kellogg Co also asked all of its vendors and Cleo Communications to use stronger security rules. Clop was the group responsible for the ransomware attack on Cleo Communications.
Finances
In 2024, the cereals Froot Loops, Frosted Flakes, Frosted Mini Wheats, Raisin Bran, Rice Krispies, and Special K accounted for 70 percent of all sales.
Interview controversy
In an interview with CNBC, Gary Pilnick, the CEO of Kellogg's, stated:
"Many people are facing financial challenges. Because of this, we are advertising cereal as a dinner option. Cereal for dinner is becoming more common now, and we believe this trend may continue. Cereal is often less expensive than other meal choices. For example, a bowl of cereal with milk and fruit can cost less than a dollar. This makes it an attractive option for people who are struggling financially. When comparing the cost of cereal for a family to other meal options, cereal is much more affordable."
After seeing the interview, Peter Welch said: "A worker at Kellogg's earning $20 per hour would need to work 96 years to earn the same amount as CEO Gary Pilnick's yearly salary. People do not need to eat cereal for dinner because of high costs. Instead, companies should stop increasing prices unfairly."
Marianne Williamson added: "Advertising cereal as a dinner option to people who are hungry does not address their real needs. It takes advantage of people in difficult situations for profit."
TikTok user James Li commented: "How did consumers end up facing financial challenges? Companies like Kellogg's have used inflation as an excuse to raise prices."
Many people on social media expressed anger after watching the interview.
Marketing
In early January 2026, it was announced that Raisin Bran will appear in a Super Bowl advertisement for the first time since 2011, ending a 15-year absence by Kellogg's. William Shatner played the role of a spaceship captain, which reminded people of his earlier role as James T. Kirk.