{"id":122191,"date":"2025-07-10T16:28:40","date_gmt":"2025-07-10T14:28:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=122191"},"modified":"2025-07-10T16:58:32","modified_gmt":"2025-07-10T14:58:32","slug":"ferrero-aast-op-kelloggs-cornflakes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/ferrero-aast-op-kelloggs-cornflakes\/","title":{"rendered":"Ferrero neemt Kellogg’s cornflakes over"},"content":{"rendered":"\n

Ferrero<\/strong> neemt de ontbijtgranen van Kellogg<\/strong> over voor zowat 2,5\u00a0miljard euro. De Italiaanse zoetwarengigant, bekend van Nutella, breidt zijn imperium zo uit met bekende merken als Corn Flakes en Rice Krispies.<\/p>\n\n\n\n

Nieuwe entiteit<\/h2>\n\n\n\n

Wat The Wall Street Journal vandaag meldde op basis van ingewijden, is inmiddels dus al bevestigd. De beurswaarde van ‘WK Kellogg Co’ bedroeg vanochtend 1,2 miljard euro<\/a>, aanzienlijk lager dan de beoogde overnameprijs, ook al steeg die koers in de loop van de dag al zowat de helft.<\/p>\n\n\n\n

WK Kellogg Co is sinds 2023 een zelfstandige entiteit, sinds de afsplitsing van het moederbedrijf Kellogg’s. Dat laatste ging verder als Kellanova en produceert snacks zoals Pringles, maar staat op zijn beurt op het punt om in handen te vallen van snoepfabrikant Mars – al is daar nog protest tegen<\/a>.<\/p>\n\n\n\n

Vergane glorie?<\/h2>\n\n\n\n

Ferrero heeft de voorbije jaren een agressieve overnamestrategie gevoerd: het bedrijf verwierf eerder onder meer de koekjesmerken van Delacre<\/strong> en overwoog onlangs ook een bod op de Franse snoepgroep Carambar<\/strong>, bekend van het merk Lutti<\/strong>.<\/p>\n\n\n\n

De gloriedagen van de Kellogg’s ontbijtgranen lijken echter voorbij: in 2023 daalde de omzet van WK Kellogg Co met 2% tot 2,7 miljard dollar (2,3 miljard euro), terwijl de nettowinst met een derde terugviel tot amper 72 miljoen dollar (ruim 60 miljoen euro). Volgens analisten worstelt het bedrijf met veranderende consumptiegewoonten en de groeiende voorkeur voor verse of eiwitrijke ontbijten.<\/p>\n\n\n\n

Toch zou de overname Ferrero\u2019s positie, vooral in de Amerikaanse markt, verder kunnen verstevigen en het aanbod diversifi\u00ebren. Analisten zien in de mogelijke deal ook een strategische zet om te profiteren van schaalvoordelen in distributie en marketing.<\/p>\n\n\n\n

(Dit artikel is op 10 juli om 16u28 bijgewerkt met de bevestiging van de overname)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Ferrero neemt de ontbijtgranen van Kellogg over voor zowat 2,5 miljard euro. De Italiaanse zoetwarengigant, bekend van Nutella, breidt zijn imperium zo uit met bekende merken als Corn Flakes en Rice Krispies.<\/p>\n","protected":false},"author":5,"featured_media":87302,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[391,610],"topic":[281],"region":[207],"class_list":["post-122191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-ferrero","company-kellogg","topic-overname","region-verenigde-staten"],"acf":[],"yoast_head":"\nFerrero neemt Kellogg's cornflakes over - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"(update) Ferrero, bekend van Nutella, neemt de ontbijtgranen van Kellogg over voor zowat 2,5\u00a0miljard euro.\" \/>\n<meta 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