Kellogg Acquires Egypt's Mass Food Group for $50M in Cash

Kellogg Company

today announced it has acquired Egypt's leading cereal company, Mass Food Group, advancing Kellogg's emerging market growth strategy. "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." 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 (sales) with 600 employees in less than 20 years. The company makes such popular local brands as Temmy's cereals and NutriFit cereal bars. Mass Food Group also exports foods to more than 30 markets, including Europe, East Asia and Africa. "On behalf