WK Kellogg , the recent cereal spinoff from Kellogg, has had a tough debut. It has fallen more about 25% to below $10 a share from $13.35 on its first day of trading on Oct. 2. Shares fell 8.2% Monday to $9.90.
It is possible that the company could be swallowed up by a larger food company in the coming years given its very digestible market value and a leading position in the cereal industry. The Battle Creek, Mich.- based WK Kellogg appears to be a classic unloved spinoff that is being depressed by sales from Kellanova holders who don’t want exposure to the slow growth cereal business.
He called cereal “a terrific category” and said the centerpiece of the company’s strategy is to spend $450 million to $500 million—mostly in 2024 and 2025—to improve its supply chain and manufacturing capabilities in a program designed to roughly double its now anemic profit margins. With $2.7 billion of annual sales, WK Kellogg has a nearly 30% share in the U.S, No. 2 domestically behind General Mills . Top brands are Frosted Flakes, Froot Loops and Frosted Mini Wheats. Others include Special K, Rice Krispies and Corn Flakes as well as Kashi.“Following the separation, WK Kellogg benefits from greater operational focus, fit-for-purpose strategy, and resource allocation,” wrote Spinoff Research’s Joe Cornell in a client note.
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