Kellogg's - A potted history

Kelloggs AdvertismentIt all began on February 19, 1906.
That was the date that William Keith Kellogg filed the papers that officially incorporated the Battle Creek Toasted Corn Flakes Company. Now of course, we’re known as Kellogg’s, and we’ve been bringing our best to consumers around the world ever since.
The Kellogg’s philosophy – that improved diet leads to improved health – has driven everything we do since the days of William Keith Kellogg and his Battle Creek Sanatorium.
The popularity of his new ‘Corn Flakes’ cereal, discovered almost by accident in 1876, encouraged William to set up the Kellogg company, now the most successful cereal manufacturer in the world.

 

Into business
In 1906, W.K. decided to risk a portion of his hard earned capital on his first advertising campaign, with spectacular results.
One full-page advert in the Ladies’ Home Journal boosted sales to 2,900 cases per day and by 1909 the small company in Battle Creek was producing and selling one million cases per year.
Among many innovations W.K. made that were later to be accepted wholesale by the food industry was an insistence on consistency and quality control.
Not just that, he also led a relentless campaign for improvement and innovation in his products.
Drawing on previous experience as a nutritionist, he printed healthy eating advice on his packs as well as recipe ideas and product information. Seems nothing out of the ordinary now, but in its day it was revolutionary.
Going one step further in 1923, he hired a full time home economist to develop recipes and spread the word about healthy eating to consumers and schools - the start of a company tradition of providing the latest information about diet, nutrition and health that persists to this today.
By 1930, almost 60 years after his initial, accidental discovery that led to Kellogg's Corn Flakes, W.K. decided it was time to ‘put something back’ and set up the W.K. Kellogg Foundation.
Dedicated to the principle of guidance and self-help, the foundation is still going strong today. In fact, it is one of the world’s largest philanthropic institutions, funding projects in health, education, agriculture, leadership and youth worldwide.
The 50's 60's and 70's
By the 1950s, Kellogg's introduced a new range of products to cater for the differing tastes within the family… but without ever compromising its principles of health, balance and nutrition.
The most successful, Frosties is still with us today.
Over the subsequent decades, the company, and its products went from success to success.
In 1978, forty years after the first Kellogg’s UK factory was established in Manchester manufacturing Kellogg's Corn Flakes, Rice Krispies and All-Bran, a second was opened in Wrexham; at the time, one of the most progressive and modern food production plants in the world.
In the meantime, the company continued expanding its information programmes for schools, health organisations, and consumers, and established a dedicated consumer affairs department that today replies to thousands of enquiries a year about the Kellogg Company's products and practices.

The growth of Kellogg’s Foodservice

Image of Chef in KitchenFollowing its increased market share within the consumer arena, in 1992 Kellogg’s set about expanding its offering to the foodservice industry, realising the opportunity to cater for consumer demand out of, as well as in, the home. Prior to this its brands were perceived solely to cater for the needs of the retail and consumer markets.

The division has since gone from strength to strength, and now provides an extensive portfolio of brands to foodservice caterers across the UK.

Kellogg’s growth within the out of home market continues to grow, with emerging sectors such as coffee shops, sandwich bars, and public restaurants offering distinct growth opportunities in areas such as breakfast and all day snacking.

 

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Foundations of an empire

W.K. Kellogg’s original vision of health and nutrition for everyone continues to drive the company at the very top level.Votes for women Kellogg's campaign

It was among the first producers to voluntarily list the amounts of sugar in its products. And in more recent years Kellogg’s was one of the first in the food business to print Guideline Daily Amounts (GDAs) on the front of the packs – showing clearly the percentage of the recommended intake of calories, sugar, fat, saturates and salt for each portion of product.

Today, Kellogg’s is still one of the most influential and innovative brands in the world, producing more than 40 different cereals with plants in 19 countries, marketing its products in more than 160 countries and employing 26,000 people in its worldwide organisation.