W.K Kellogg
W.K Kellogg invented the corn flaked cereal alongside his brother Dr. John Harvey Kellogg, early in the 1900s. The two brothers changed the dynamics of American eating habits from substantial fat-laden breakfast to a lighter grain-based breakfast. In 1906, they formally entered the food business as a cereal manufacturer.
In the late 1910s, the market was expanding due to the popularity of ready-to-eat cereal. To keep them competitive, Kellogg developed new products as well as inventing new packaging techniques. Kellogg ensured a rapid expansion of the market share through advertising and promotions. In the early 1920s, Kellogg began worldwide expansion by establishing a manufacturing plant in Sydney, Australia. During the great depression in the 1930s, he doubled his advertisement, which increased annual returns.
During the 1960s and 1970s, it was a new era for the company as it created a wide range of new products through the acquisition of other food companies (Mrs. Smith’s Pie Company and Pure Packed Foods). During this period, the firm expanded its course in Spain, Great Britain, and Central America. In the 1990s, the company experienced difficulties due to competition, but it maintained its position in the market.
The 21st century changed the dynamics of Kellogg. In 2001, the firm acquired Keebler Foods Company at the cost of $4.56 billion (regarded as the biggest acquisition in history at that time). In the 2010s, the company received numerous awards for its community development. During this era, the company expanded to 80 countries serving 180 regions across the globe.