Kellogg acquires Egypt’s leading cereal company for $50M

Kellogg today (28 September) announced its second deal in Africa in a fortnight, buying Egyptian cereal business Mass Food Group for around US$50m.

Mass Food Group was founded in Cairo in 1996 and reportedly is credited with introducing breakfast cereal to Egyptian consumers, according to a Kellogg release.

Kellogg is slowly building its business in the emerging markets of Asia, Central and Eastern Europe, Middle East and Africa.

After a long bidding process, Kellogg successfully acquired Bisco Misr for $125 million in January 2015. Its brands include NutriFit and Temmy’s.

Kellogg’s Chairman and CEO John Bryant called the partnership “an excellent strategic fit for Kellogg”. In addition, Kellogg acquired 50% of Multipro, a sales and distribution company in Nigeria and Ghana. Earlier this month, it announced a joint venture with the leading Nigerian food company, Tolaram Africa, to develop snacks and breakfast foods for the West African market.

Kellogg, the maker of Frosted Flakes cereal, Special K bars and Eggo frozen waffles, is seeking growth in emerging markets as demand for its breakfast foods in the U.S. and elsewhere weakens. To learn more, visit www.kelloggcompany.com or follow us on Twitter @KelloggCompany, YouTube and on Social K.

Speaking on behalf of the El Bahay family, the founders of Mass Food Group, Tamer El Bahay, the current Vice-President, expressed the family’s happiness with the purchase and stated, “I would like to say how proud we are to have been acquired by Kellogg’s, the world’s leading cereal producer”. The Company undertakes no obligation to update them publicly.