Kellogg Company Acquires Kashi

Kellogg Company (Battle Creek, MI) has acquired Kashi Company, a leading natural cereal and convenience foods company. Terms of the agreement were not disclosed. Kashi Company will continue to be based at its La Jolla, CA, headquarters and will operate as part of Kellogg's natural and functional foods division.

Founded in 1984 by Philip and Gayle Tauber, Kashi Company grew by more than 100% in the fiscal year just ended and is expected to deliver strong double-digit growth through the remainder of 2000.

"The acquisition of Kashi Company will give Kellogg leadership in a growing segment of the ready-to-eat cereal (RTEC) category," said Kellogg Company executive VP John Cook, president of Kellogg North America. "Kashi will enhance our leadership position in the RTEC category and further extend our commitment to build our consumer base in the rapidly growing natural foods marketplace." In November 1999, Kellogg acquired Worthington Foods, Inc., the a leader in the veggie foods category.

Kashi Company products are made with a blend of sesame and seven whole grains—oats, long grain brown rice, rye, hard red winter wheat, triticale, buckwheat, and barley. The products are available in supermarkets and natural food stores in the U.S. and Canada and may also be ordered by mail and through the Internet. Brands include the original Kashi Pilaf, Kashi To Good Friends, Puffed Kashi, Kashi GoLean Cereal Slimming System (soy-based cereal, shakes, and bars), Kashi Medley, Honey Puffed Kashi, Kashi Pillows (filled cereal snacks), Kashi go (portable meals), and Kashi Baby & Me.

Edited by Scott Hegenbart