ABOUT THIS COMPANY:
On the top shelf again
Kellogg is once again the leader of breakfast cereals after giving up that title to rival General Mills in 1999. The company controls about 34.1 percent of the cereal market, compared to General Mills' 31 percent. Kellogg's biggest customer is Wal-Mart, which accounts for 19 percent of Kellogg's sales. Kellogg is also a growing contender in the snack food market, thanks in part to its purchase of Keebler in 2001. In addition to its mega cereal brands, the company's other leading brands include Pop-Tarts, Eggo waffles, Cheez-It crackers, Nutri-Grain cereal bars, Morningstar Farms frozen foods and Famous Amos cookies. Fueling the company's growth are several healthy cereals the company has introduced over the past years, including a low-carb Special K, Special K Red Berries and low-sugar versions of both Frosted Flakes and Froot Loops. The company sells its products in more than 180 countries and is ranked No. 210 on the 2009 Fortune 500.
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