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Diving overview:
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Ferrero appoints company insider Jean-Baptiste Santoul As chief operating officer of WK Kellogg’s business, the former chief sales and business development officer was recently tasked with overseeing the Rice Krispies and Froot Loops giants. Purchased for $3.1 billion.
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The Nutella maker also announced that Gary Pilnick, former CEO of WK Kellogg, was leaving at the end of 2025. He ran WK Kellogg after the company spun off its snack and cereal business in 2023.
- “This is a pivotal time for WK Kellogg Co and the future of cereals in North America,” said Santoul, a former Unilever executive. He pledged to “accelerate growth and strengthen our market leadership.”
Dive Insights:
Fresh off a multibillion-dollar acquisition, Ferrero is leveraging a familiar name to run the latest part of its widely popular food business.
At the time of the acquisition last summer, the Luxembourg-based company touted the purchase of WK Kellogg as a way to strengthen its presence in North America. In North America, we already had a portfolio that encompassed everything from ice cream and protein bars to cookies and confectionery. However, some people believe that cereal Places showing a decline in sales The answer is here as consumers move toward healthier, more portable options.
In leading WK Kellogg, Santoul will be responsible for maintaining the company’s legacy cereal business while further expanding its offerings into trendy, healthy categories such as protein and fiber. He will also be left to buffer the cereal from external attacks from the “Make America Healthy Again” movement. WK Kellogg The key to FDA promotion Encourage companies to remove artificial colors from food.
“Our company’s rich heritage and portfolio of iconic brands have been a part of consumers’ lives for generations, and today we are poised to lead the category with renewed energy,” said Santoul.
