Kellogg acquires Mass Food Group, Egypt’s leading cereal company
28 September 2015 • Author(s): Victoria White
Kellogg Company has acquired Egypt’s leading cereal company, Mass Food Group, advancing Kellogg’s emerging market growth strategy.
Kellogg Company has agreed to pay approximately $50 million for the business.
“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.”
Mass Food Group has grown into an $18m business in less than 20 years
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 with 600 employees in less than 20 years. The company also exports foods to more than 30 markets, including Europe, East Asia and Africa.
“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 leading packaged biscuit company. 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% of Multipro, a premier sales and distribution company in Nigeria and Ghana.
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