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Mars acquires Pringles manufacturer Kellanova in $35.9 billion deal

Kellanova, a major player in the snacking industry, has been acquired by Mars, Incorporated. The acquisition aims to broaden Mars's portfolio to a wider range of snacks, thus strengthening its market position.

Family-owned multinational food giant Mars, known for confectionary brands such as Snickers and M&Ms, is looking to expand its presence in the snack market. With its recent acquisition of Kellanova, a major player in the snacking industry known for brands including Pringles, Cheez-It, and Pop-Tarts, Mars has done exactly that.

By integrating Kellanova’s product lines into Mars Snacking, Mars aims to strengthen its market position by broadening its snack offerings and catering to a wider range of consumer preferences.

Mars is paying a 44% premium for Kellanova’s shares

On August 14, 2024, Mars announced the acquisition, valued at $35.9 billion. The figure includes Kellanova’s shares and the assumption of Kellanova’s debt.

According to Mars, it has offered to acquire Kellanova for $83.50 for each share. This price is substantially more than the market price before the announcement; a premium that reflects Mars’s confidence in the future potential and value of Kellanova.

The above market price shares mean that Mars is paying 44% more than the average price that Kellanova’s shares have been trading at over the past month. This means Mars is paying 16.4 times Kellanova’s previous year’s EBITDA – earnings before interest, taxes, depreciation, and amortisation.

Kellanova’s board of directors has unanimously approved the deal. However, before the deal can be completed, it first needs to receive approval from Kellanova’s shareholders and undergo regulatory approval.

It is expected that the transaction will be finalised in the first half of 2025, assuming all regulatory approvals are granted and no unexpected issues arise.

Expanding the product portfolio

Back in October 2023, Kellogg Company officially split into two entities, Kellanova and WK Kellogg Co. At the time, Steve Cahillane, Kellanova's chairman and CEO said: "With the completion of the separation, Kellanova has entered a new era with a new name and a new ambition […] We are starting from a position of strength that is rooted in a century-old legacy as we embark on a journey to achieve our vision of becoming the world's best performing snacks-led powerhouse."

Kellanova’s product portfolio covers a broad spectrum of snacks, including savoury items, toaster pastries, and protein bars. Some of its well-known brands include Pringles, Pop-Tarts, Special K, RXBAR, Kellogg’s Nutri-Grain breakfast bars, Rice Krispies Treats, and Coco Pops.

On the other hand, Mars’s current product portfolio covers mainly sweets and snack bars but also includes pet foods and food brands. Its snacking range includes M&M’s, Skittles, and Maltesers, and renowned candy bars such as Snickers, Twix, and Milky Way. The range also includes chewing gum and mint brands like Life Savers, Eclipse, Hubba Bubba, and Juicy Fruit, and its KIND brand which includes a range of nut, protein, and breakfast bars.

Mars hopes to create a snacking empire

Consumer preferences, alongside technological advancements and health and wellness trends, are reshaping the landscape of snacking, according to NielsenIQ. Consumers in general want better-for-you snacking options, and while adults might lean toward healthier options, children often opt for sweet snacks like candies and cookies, NielsinIQ explained.

By incorporating Kellanova’s wide range of snacks into its product portfolio, Mars hopes to appeal to a wider consumer base, catering to adults and children alike, and tapping into the rapidly expanding snack market, enhancing its competitive position against other major food and snack companies.

Poul Weihrauch, CEO and office of the president of Mars, speaking on the acquisition in a press release, said: “In welcoming Kellanova’s portfolio of growing global brands, we have a substantial opportunity for Mars to further develop a sustainable snacking business that is fit for the future.”

Cahillane discussed the cultural and strategic fit of acquiring Kellanova, adding: “Kellanova has been on a transformation journey to become the world’s best snacking company, and this opportunity to join Mars enables us to accelerate the realisation of our full potential and our vision.

“Snacking is a large, attractive, and durable category that continues to grow in importance with consumers. Upon completion of the transaction, Kellanova will become part of Mars Snacking, [...] allowing Mars to bring even more beloved brands to more consumers globally.”