Kellogg is hoping Pringles will satisfy its craving for a salty snack.
The food giant is best known for its lineup of sweet breakfast items, including Frosted Flakes and Eggo frozen waffles. But on Wednesday, it became the world’s second-biggest savory snack maker behind PepsiCo Inc.’s Frito-Lay with a $2.7 billion deal to buy the potato snack brand from Procter & Gamble.
The addition of Pringles bolsters Kellogg Co.’s cupboard of salty snacks such as Cheez-It and Keebler’s Club crackers. It also positions the company to expand at a time when the appetite for on-the-go foods is growing worldwide, particularly in emerging markets like China and India.
“When you have people moving to the cities and becoming urbanized, they’re less likely to eat foods they grow themselves,” said Tom Graves, an analyst for Standard & Poor’s who follows Kellogg.