Mars would be able to provide a variety of savoury and sweet foods if it were to acquire Kellanova.
In a multibillion-dollar agreement, Mars, the firm behind M&Ms and Snickers, has agreed to buy Kellanova, the snack food company that Kellogg’s split out last year, creating a new global food empire.
One of the biggest food deals in recent years, the acquisition was announced on Wednesday. Kellanova is valued at $35.9 billion in the all-cash requisition, including debt, which is a significant premium over the company’s market value prior to the deal’s initial disclosure of information.
Kellanova is the owner of numerous brands, such as Eggo, Pringles, and Cheez-It.
Privately held Mars, widely known for its chocolates, has made an effort to branch out from confections. It acquired Kind North America, the manufacturer of Kind Bars, in 2020. In addition, Mars has made significant investments in hospitals and clinics for animals as well as its substantial pet business, which includes the pet food brand IAMS.
Mars would be able to provide a variety of savoury and sweet foods if it were to acquire Kellanova. It would be similar to a tactic used by Hershey when it bought the business that owned Dot’s Pretzels and SkinnyPop.
The timing of the purchase is problematic for the food and beverage industry. Big Food has been gradually raising the pricing of its products for over two years, in part to offset rising labour and commodity costs and boost its profit margins. A growing number of consumers are resisting by switching to generic brands or making fewer purchases. Many food companies have experienced slower revenue growth and lower sales as a result.
This month, Kellanova executives noticed that customers with children who made $100,000 or less were proving to be particularly price-conscious when they went food shopping. Kellanova has stepped up its marketing efforts in an attempt to get customers to come back.
Thus far, those promotions have helped drive volume growth in important areas. Aside from currency and the sale of its Russian operations, the company’s organic net sales increased by 4% in the quarter that ended in late June. About half of its business, or volumes, increased by 2% in North America.
The food behemoth Kellogg’s developed Kellanova when it split off its snack division, which was rebranded as Kellanova, from its cereal division in North America, which is currently known as WK Kellogg Co.
Kellanova, which claims to be active in 180 markets, brought in over $13 billion in revenue in the previous year. It has about 23,000 workers. With more than 150,000 workers, Mars’s sales for the previous year were over $50 billion.
According to the firms, the purchase is anticipated to be finalised in the first half of 2019. Regulators, who have adopted a strict stance against corporate consolidation under the Biden administration, may get interested in the deal. In a study released on Wednesday, Jefferies analysts stated that out of hundreds of possible country-product pairings, they only discovered an overlap in 18. This suggests that there are probably very few obstacles to the deal.
In an attempt to better comprehend what antitrust law would entail following November’s presidential election, under the administration of either former President Donald J. Trump or Vice President Kamala Harris, deal makers have been working nonstop.
Frank Mars, the company’s founder, began producing and marketing butter cream candies out of his Tacoma, Washington home in 1911. The Snickers bar was first introduced the following year when the company relocated to Chicago in 1929.
Mars has expanded through acquisitions over time. It started in the pet food industry in 1935 when it acquired a UK dog food brand, then in 1986, it acquired the Dove ice cream brand. IT paid $23 billion to acquire the Wrigley chewing gum company in 2008.
Kellanova’s stock rose, but it remained just below the $83.50 per share that Mars was offering, suggesting some doubt about the completion of the purchase.