Knack for snacks

KELLOGG Company is probably best known around the world for its ubiquitous corn flakes. But it might surprise some to know that the world's biggest cereal group is also behind a variety of other popular snacks such as Pop Tarts pastries and Eggo waffles (both of which have been in the market for more than 50 years) as well as Pringles potato chips.

"What has changed is from being the world's largest cereal company, we've become a truly global snacking company," says Kellogg chief executive officer, John Bryant.

Its financial statements bear testament to this evolution. Back in 2000, Kellogg was earning some US$6 billion in revenues, with 70 per cent coming from cereals and 20 per cent from portable foods such as granola bars. In 2016, its revenue was in the region of US$13 billion; snacks' share of the pie has now grown to 49 per cent, while cereals account for 44 per cent of the business.