The FINANCIAL — Kellogg Company on September 28 announced it has acquired Egypt’s one of the leading cereal companies, Mass Food Group, advancing Kellogg’s emerging market growth strategy.
“As the number one cereal company in Egypt, Mass Food Group is an excellent strategic fit for Kellogg,” said Chris Hood, President, Kellogg Europe. “The combination of Mass Food Group’s manufacturing capabilities, established local brands, and sales and distribution infrastructure, coupled with Kellogg’s product innovation, international sales knowledge, iconic brands and marketing expertise, will help unlock the growth potential of the cereal category in the key markets of Egypt and North Africa.”
Founded in 1996, Mass Food Group is a family-owned business headquartered in Cairo. As the first company to introduce breakfast cereal to Egyptian consumers, Mass Food Group has grown into an $18 million business (sales) with 600 employees in less than 20 years. The company makes such popular local brands as Temmy’s cereals and NutriFit cereal bars. Mass Food Group also exports foods to more than 30 markets, including Europe, East Asia and Africa.
“On behalf of the El Bahay family, I would like to say how proud we are to have been acquired by Kellogg Company, the world’s leading cereal producer. With their know-how and expertise, we can emerge stronger together with a combined portfolio of brands to excite our consumers. We know the dedicated people of Mass Food Group, who have helped make this company a success, will continue to grow and develop under Kellogg’s leadership,” said Tamer El Bahay, Vice President, Mass Food Group.
“Today’s announcement builds upon significant progress against our emerging market growth strategy announced earlier this year,” said John Bryant, Chairman and CEO, Kellogg Company. “We are building a strong foundation for emerging market growth.”
Earlier this year, Kellogg acquired Bisco Misr, Egypt’s one of the leading packaged biscuit companies. And in mid-September, Kellogg Company announced a joint venture with Tolaram Africa to develop snacks and breakfast foods for the West African market, as well as noodles across Africa, which are often eaten at breakfast. In addition, Kellogg acquired 50 percent of Multipro, a premier sales and distribution company in Nigeria and Ghana, according to Kellogg Company.
“We’re delighted to welcome Mass Food Group to the Kellogg family,” added Bryant.
Financial Details of the Transaction
Kellogg Company has agreed to pay approximately $50 million for Mass Food Group.
Kellogg Company is financing the transaction with international cash on hand.
Due to the size of Mass Food Group’s annual sales, the transaction is not expected to have a material impact on Kellogg Company’s annual operating profit and net earnings in 2015.