Ferrero hopes to boost its presence on US consumers’ breakfast tables with Rice Krispies, Corn Flakes and fiber-rich Raisin Bran.
Photographer: Tiffany Hagler-Geard/BloombergItaly’s Richest Family Wants to Conquer America’s Breakfast Tables
Giovanni Ferrero, who leads the Nutella maker, has prioritized the US in a decade-long acquisition spree
The last time a Kellogg’s cereal brand ran a Super Bowl commercial, Barack Obama had just taken office as president and Donald Trump was still a reality-TV star.
Much has changed in 17 years — and not least at Kellogg’s. On Feb. 8, it’s set to return to the Big Game with a Raisin Bran ad underwritten by the company’s new owner: Italy’s Ferrero Group, the family-run maker of Nutella that purchased WK Kellogg Co. last year.