Acquisition Of Egyptian Cereal Maker Furthers Kellogg’s Strategic Goals

Kellogg Company says it is furthering its emerging markets growth strategy and “unlocking the growth potential” of cereal in North Africa by acquiring Egypt’s $18 million Mass Food Group. Calling the company an “excellent strategic fit,” Kellogg said Mass brings manufacturing capabilities, established local brands, and sales and distribution infrastructure. As part of its emerging market plan, the company recently acquired Egyptian biscuit maker Bisco Misr, created a joint venture to develop snacks and breakfast foods for West Africa, and acquired a 50 percent stake in a sales and distribution company in Nigeria and Ghana. Family-owned Mass Food Group, which introduced breakfast cereal to Egyptian consumers, was founded in 1996 and now has 600 employees.