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Kellogg announces plans to sell Keebler business to Nutella-owner Ferrero for $1.3 billion

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Kellogg to sell Keebler and Famous Amos business to Nutella owner Ferrero

Kellogg announced plans Monday to sell its Keebler, Famous Amos and fruit snacks businesses to Nutella-owner Ferrero for $1.3 billion.

The deal is the latest in a string of acquisitions for Ferrero. The company, founded in Italy as a family business in 1946, first entered the U.S. market in 1969 with its Tic Tac mints. Over the past two years, its built up that foothold, buying Ferrara Candy Company for $1 billion and Nestle's U.S. candy business for $2.8 billion. Its array of brands now include Butterfinger, Sweetarts, and Crunch.

Kellogg, meantime, is paring back its portfolio to focus on brands it can revive,like Pringles, Cheez-Its, and Rice Krispies Treats. Shares of Kellogg, which has a market capitalization of $19.72 billion, are down nearly 11 percent over the past year.

 

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