潜水简介:
- CNBCreported那个女主人品牌，B＆G Foods和Ferrero在Kellogg的Keebler，著名的Amos和Fruit零食业务上，将超过15亿美元的初步竞标投入了初步竞标。饼干品牌是announced for sale去年。
- A spokesperson for Kellogg told CNBC last week that the company is "exploring the potential divestiture of our cookies, fruit snacks, ice-cream cones and pie shells businesses. A formal process is underway."
- At the same time, other cookie brands have popped up for sale, including Kellogg’s competitor Campbell’s who is selling their Australia-basedArnott's。Ferrero也是竞标坎贝尔cooki吗e business, CNBC reported.
潜水见解：
Keebler's cookies have been a revenue drag on Kellogg since the Michigan companypaid $3.86 billion to acquirethe baker in 2000. Back in 2004, the company wasgrumbling about the cookies' performance, which had slipped by $600 million since Keebler was independently owned. Company officials said at the time that the reason was because consumers were uninterested in less-than-healthy snacks.
The same observation still holds true 15 years later, leading Kellogg toput the cookies up for sale, giving up on trying to change consumer tastes and instead just focusing on its core business of cereals and its existing Morning Foods, Snacks and Frozen Foods segments.
Even though clean label seems to be the name of the game, there is still a sizable market for those wanting to tap into consumers’ sweet teeth. With Hostess Brands, B&G Foods and Ferrero reportedly already interested in picking up the brands, there is a good chance that more companies will express interest.
These three initial offers are from companies that are well placed to acquire Kellogg’s cookies. Hostess already has decades of experience marketing sweets with its Twinkies and Ho-Hos brands, while Ferrero — the longtime owner of Nutella — pushed deeper into the sweets and treats market when it purchased雀巢的美国糖果业务，价格为28亿美元去年。B&G Foods is always anxiousto add another lagging product to its portfolio to create a profitable turnaround,就像绿色巨人一样。
尽管如此，由于基布勒（Keebler）的销售量下降记录，对于任何接收它的公司来说，这都是一场赌博。
但是，凯洛格并不是唯一一个放下饼干的大牌品牌。坎贝尔汤也是shedding the cookie branch of its business阿诺特（Arnott）的努力在去年对斯奈德（Snyder）的62亿美元收购后，偿还债务。据报道，此次出售可以从买家那里获得25亿美元至30亿美元蒙德利斯,卡夫亨氏和Ferrero.
尽管这笔交易与凯洛格（Kellogg）的品牌相吻合，但它并不是直接竞争，因为阿诺特（Arnott）仅在澳大利亚出售。但是报道的兴趣表明，其他CPG公司肯定对Cookie感兴趣，以此来使他们的投资组合变甜。但是，阿诺特（Arnott）将是一家公司扩大全球足迹的一种方式，而凯洛格（Kellogg）的品牌是提高美国零食领域立足的理想方法。也许甚至还有一种方法可以让潜在的买家（例如费雷罗）将其两者同时占主导地位，并在全球饼干品牌中占据主导地位。
