In a blockbuster move that’s shaking up the breakfast aisle, Italian confectionery giant Ferrero—best known for Nutella, Ferrero Rocher, and Kinder—has announced its acquisition of WK Kellogg Co, the cereal division spun off from Kellogg’s in 2023. The deal, valued at $3.1 billion, gives Ferrero control of some of the most iconic cereal brands in North America, including Frosted Flakes, Froot Loops, Rice Krispies, and Special K.
What’s Included in the Deal
The acquisition covers WK Kellogg’s manufacturing, marketing, and distribution operations across the U.S., Canada, and the Caribbean. Ferrero will now oversee a portfolio of household names that have defined American breakfast for generations. The full list of affected brands includes:
- Kellogg’s Frosted Flakes
- Froot Loops
- Rice Krispies
- Special K
- Raisin Bran
- Frosted Mini-Wheats
- Kashi
- Bear Naked
These brands will join Ferrero’s growing North American empire, which already includes Butterfinger, Keebler, Famous Amos, Blue Bunny, and Halo Top, among others.
Why Ferrero Made the Move
Ferrero’s Executive Chairman Giovanni Ferrero called the acquisition “more than just a deal—it’s the union of two companies with proud legacies and generations of loyal consumers”. The purchase is part of Ferrero’s strategy to expand its reach beyond sweets and into new consumption occasions, particularly breakfast. With cereal sales rebounding amid renewed interest in health-conscious and nostalgic foods, the timing couldn’t be better.
WK Kellogg CEO Gary Pilnick said the deal would give the company “greater resources and more flexibility to grow our iconic brands in this competitive and dynamic market”.
What Happens Next
The acquisition is expected to close in the second half of 2025, pending shareholder and regulatory approval. Once finalized, WK Kellogg will become a wholly owned subsidiary of Ferrero, and its shares will be delisted from the New York Stock Exchange. Battle Creek, Michigan—Kellogg’s historic headquarters—will remain the North American cereal HQ for Ferrero going forward.
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