Italy-based confectionery manufacturer The Ferrero Group is acquiring WK Kellogg, the maker of iconic kids breakfast staples like Frosted Flakes, Froot Loops and Rice Krispies.

As part of the US$3.1-billion sale, Ferrero will take over all manufacturing, distribution and marketing of Kellogg’s cereal brands across the US, Canada and the Caribbean. The company’s executive chairman, Giovanni Ferrero, says this transaction is part of a larger strategy to expand Ferrero’s portfolio in North America and reach kids & families throughout their daily lives. 

Kellogg’s brands have been a breakfast category leader for nearly 120 years. They will join Ferrero’s existing brands, which include Nutella, Kinder, Ferrero Rocher, Nerds and Jelly Belly. 

Following the sale’s expected closing date in the second half of 2025, Ferrero will operate 22 factories and 11 offices in the US and Canada, with more than 14,000 staffers. And WK Kellogg’s current headquarters in Battle Creek, Michigan will serve as Ferrero’s home base for North American cereal business. 

WK Kellogg has been operating for four years, after former parent company Kellanova spun off the cereal brands in 2021, allowing it to focus on its own strategy in the marketplace. Kellanova owns 82% of the wider Kellogg’s brand portfolio (Pringles, Pop-Tarts, Eggo waffles) and is in the process of being acquired by Mars for US$36 billion.