Corporate Profiles - 2024 - 18
GRAIN-BASED FOODS
billion. With dollar sales of more than $2 billion and a roster of brands
that includes Cheez-It, Town House, Toasteds, Zesta and Austin, Kellanova
is the largest player in the crackers category, according to Circana.
Andrew Clarke, global president of Mars Snacking, said the deal is
" an exciting opportunity to create a broader global snacking business. "
The acquisition news came just a month after Kellanova announced
another major move - the launch of Cheez-It crackers in the United
Kingdom. The initiative is being backed by nearly $23 million in marketing,
the company said.
" When we became Kellanova back in October last year, we said we
wanted to become a snacking powerhouse, and bringing our hero US
Cheez-It brand to the UK is demonstrative of this ambition, " said Chris
Silcock, managing director of Kellanova in United Kingdom and Ireland.
In the 52 weeks ended July 14, dollar sales in the crackers category
totaled $10.33 billion, up 3.1% from the same period a year ago, according
to Circana. Unit sales totaled 2.5 billion, down 2.2% from a
year ago.
Last year, Campbell Soup Co., Camden, NJ, looked to turn up the heat
in the category through a renewed partnership with McCormick & Co. that
LEADING
all other crackers brands
% change
from
Dollar sales
1 Nabisco
2 Pepperidge Farm
3 Cheez-It
4 Kellogg's
5 Nabisco Triscuit
6 Stacy's
7 Simple Mills
8 Crunchmaster
9 Keebler
Private label
Total
$1,597,464,793
$1,450,908,876
$1,353,826,880
$564,556,015
$410,289,266
$288,247,843
$160,953,871
$128,276,523
$81,978,029
$678,138,442
$7,610,217,303
year ago
1.6%
0.9%
0.1%
8.7%
-4.5%
0.5%
28.4%
5.9%
-12.2%
10.3%
2.5%
Data for 52 weeks ended July 14, 2024
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers,
Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Circana OmniMarket Total Store View
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Corporate Profiles - 2024
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