Kellogg acquires Specialty Cereals Pty. Ltd.

by Eric Schroeder
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BATTLE CREEK, MICH. — The Kellogg Co. announced it has acquired Specialty Cereals Pty. Ltd., a privately-owned manufacturer of natural ready-to-eat cereals based in Frenchs Forest, Sydney, Australia. Founded in 1988, Specialty Cereals markets products under the Vogels, Wild Oats, and Cerevite brands and has annual sales of approximately $17 million. Financial terms of the transaction were not disclosed. "The acquisition cements a 20-year relationship between our companies, as Specialty Cereals was already a co-manufacturer and co-packer for Kellogg," added David Denholm, president of Kellogg Asia Pacific. As part of the acquisition, Kellogg will net a small manufacturing facility with 51 employees. The business will continue to be headquartered in Frenchs Forest, Sydney, and will report into Kellogg’s Asia Pacific business unit.

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