Who Owns Kellogg's Rice Krispies?
Kellogg's Rice Krispies is owned in North America by Ferrero, the Italian confectionery group that acquired WK Kellogg Co for $3.1 billion in September 2025. Kellanova, now part of Mars, makes the cereal for the rest of the world. Kellogg introduced Rice Krispies in 1928, and its Snap, Crackle, and Pop mascots and slogan are among the oldest in American advertising.
Kellogg's Rice Krispies Timeline
Who Owns Kellogg's Rice Krispies?
- Parent Company: Ferrero
- Ownership Type: Wholly owned
- Acquisition Year: 2025
- Company Type: Publicly Traded
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Kellogg's Rice Krispies | Ferrero | Wholly owned |
Where to Buy
Disclosure: We may earn commission from purchases
Kellogg's Rice Krispies on AmazonAdvertisement
History of Kellogg's Rice Krispies
- Founded: 1928
- Founders: W.K. Kellogg, Kellogg Company
- Acquired by Ferrero: 2025
Kellogg developed Rice Krispies in its Battle Creek test kitchens in the mid-1920s using a patented oven-popping process that expanded partially dried rice grain into light, crisp pieces. W.K. Kellogg reportedly tasted the prototype and declared it a winner. The cereal reached store shelves in 1928 and crossed the Atlantic the same year, launching in the United Kingdom on November 10, 1928, where early sales were door to door.
The Snap, Crackle, Pop slogan appeared in print advertising as early as 1929 and on the box in 1932. Illustrator Vernon Grant drew the three gnome-like characters in 1933; Snap appeared first, with Crackle and Pop joining him on packaging by 1941. The characters remain among the longest-running mascots in packaged food. A 1963 advertising jingle was even recorded by the Rolling Stones for the UK market.
Rice Krispies also generated one of the most successful product extensions in food history when Kellogg employees Mildred Day and Malitta Jensen invented the marshmallow treat recipe in 1939. That confection became the packaged Rice Krispies Treats line in 1995.
In Australia and New Zealand the cereal is sold as Rice Bubbles and has been a market staple for decades. The 2023 Kellogg split divided the brand geographically, and by the end of 2025 the two halves belonged to Ferrero and Mars respectively.
Advertisement
About Ferrero
What does Ferrero own?
Ferrero owns iconic confectionery brands including Nutella, Ferrero Rocher, Kinder, and Tic Tac, plus North American confectionery brands (Butterfinger, BabyRuth, 100 Grand), Ferrara candy brands (Brach's, Trolli), Power Crunch protein bars, WK Kellogg Co breakfast cereals (Froot Loops, Apple Jacks, Frosted Flakes, Rice Krispies, Special K), and Purely Elizabeth better-for-you breakfast foods (granola, oatmeal, cereal).
Is Ferrero publicly traded?
No, Ferrero is a privately held company owned by the Ferrero family since its founding in 1946. The company is not publicly traded on any stock exchange.
Who founded Ferrero?
Ferrero was founded in 1946 by Pietro Ferrero in Alba, Italy. Pietro was a pastry maker who created a chocolate hazelnut spread using locally abundant hazelnuts to extend limited cocoa supplies after World War II. After his death in 1949, his son Michele Ferrero expanded the business globally.
Where is Ferrero headquartered?
Ferrero maintains its corporate headquarters in Alba, Italy, where the company was founded. The holding company, Ferrero International S.A., is based in Luxembourg.
Advertisement
What is Ferrero's revenue?
Ferrero reported annual revenue of approximately EUR 19.3 billion for fiscal year 2025. The company has grown consistently, with the WK Kellogg Co acquisition in July 2025 contributing to portfolio diversification.
Who is the CEO of Ferrero?
Giovanni Ferrero serves as Executive Chairman of Ferrero. He is the grandson of founder Pietro Ferrero and has led the company's strategic direction since the death of his father Michele Ferrero in 2015.
- Founded: 1946
- Headquarters: Alba, Italy
- Company Type: Publicly Traded
- Revenue: approximately €19.3 billion (FY2025)
- Employees: Approximately 46,000
Where Is Kellogg's Rice Krispies Made / Based?
- Headquarters: Battle Creek, Michigan, USA
- Manufacturing / Operations: United States, United Kingdom, Mexico, Australia
Kellogg's Rice Krispies Categories & Tags
Brands Owned by Ferrero
Food BeverageBaby Ruth
Owned by Ferrero
American chocolate candy bar with peanuts, caramel, and chocolate, founded in 1921 by Curtiss Candy Company and owned by Ferrero Group since January 2018.
chocolateconfectionerycandy
Food BeverageButterfinger
Owned by Ferrero
American candy bar brand known for its peanut butter and chocolate flavor, owned by Ferrero Group.
candy-barchocolatepeanut-butter
Food BeverageKellogg's Corn Flakes
Owned by Ferrero
Iconic ready-to-eat breakfast cereal invented in 1894, now owned by Ferrero through WK Kellogg Co.
breakfast-cerealready-to-eat-cerealcorn
Food BeverageCrunch
Owned by Ferrero
Milk chocolate and crisped rice bar introduced by Nestle in 1938, now produced in the United States by Ferrara Candy Company (Ferrero) and globally by Nestle.
chocolateconfectionerycandy
Food BeverageFerrero Rocher
Owned by Ferrero
Premium hazelnut chocolate brand launched in 1982 by Ferrero Group, sold in over 170 countries. Known for gold-foil wrapped praline chocolates and gifting positioning.
chocolatepremium-chocolategifting
Food BeverageFroot Loops
Owned by Ferrero
American colorful ring-shaped corn cereal with fruit-flavored sweetness, introduced in 1963 by Kellogg's. Known for its toucan mascot Toucan Sam and the "Follow your nose" advertising slogan.
breakfast-cerealkids-cerealcolored-cereal
Advertisement
Kellogg's Rice Krispies Ownership: Pros & Cons
Advantages
- +Ferrero is investing directly in cereal rather than treating it as a declining cash business.
- +The brand gains the resources of a global confectionery group expanding aggressively in North America.
- +Unified North American cereal management under one private owner simplifies decision-making.
Considerations
- -The brand is permanently split with Mars on international rights, limiting global campaigns.
- -Cereal volumes in North America continue a slow structural decline.
- -The Treats snack line belongs to Mars, separating the cereal from its most famous extension in its home market.
Sources & Further Reading
Advertisement
Competitors to Kellogg's Rice Krispies
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Ferrero | USA | 1894 | Mass market | United states | All Genders | |
| Ferrero | USA | 1955 | Mass market | Global | All Genders |
Learn More About Competitors
Food BeverageKellogg's Corn Flakes
Owned by Ferrero
Iconic ready-to-eat breakfast cereal invented in 1894, now owned by Ferrero through WK Kellogg Co.
breakfast-cerealready-to-eat-cerealcorn
Food BeverageSpecial K
Owned by Ferrero
Breakfast cereal brand launched by Kellogg in 1955, owned in North America by Ferrero through WK Kellogg Co, with bars and international cereal held by Mars.
breakfast-cerealready-to-eat-cerealprotein-bars
Competitive Analysis
Market Positioning: Kellogg's Rice Krispies competes with 2 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Advertisement
Independent Alternatives to Kellogg's Rice Krispies
Looking for brands with different ownership structures? These similar brands are not owned by Ferrero, giving you alternative choices that support different corporate structures.
Food BeverageAJI-NO-MOTO
Owned by Ajinomoto Co., Inc.
The original umami seasoning brand, a monosodium glutamate product launched in 1909 and owned by Japan's Ajinomoto Co., Inc.
umamimsgseasoning
Publicly Traded
AJI-NO-MOTO operates independently without a large parent corporation.
Food BeverageCap'n Crunch
Owned by PepsiCo, Inc.
Sweetened corn and oat breakfast cereal created by Quaker Oats in 1963, owned by PepsiCo through its Quaker Foods division.
breakfast-cerealsweetened-cerealchildrens-food
Publicly Traded
Cap'n Crunch is owned by PepsiCo, Inc., a public company, a different structure than Kellogg's Rice Krispies's parent.
Food BeverageCheerios
Owned by General Mills, Inc.
Iconic American breakfast cereal brand consisting of toasted oat O's, known for its heart-healthy positioning. Owned by General Mills.
breakfast-cerealoat-cerealhealthy-cereal
Publicly Traded
Cheerios is owned by General Mills, Inc., a public company, a different structure than Kellogg's Rice Krispies's parent.
Food BeverageA&W Root Beer
Owned by Keurig Dr Pepper
Classic American root beer brand founded in 1919, owned by Keurig Dr Pepper (NYSE: KDP) and sold across North America in retail and foodservice channels.
root-beersoft-drinksoda
Publicly Traded
A&W Root Beer is owned by Keurig Dr Pepper, a public company, a different structure than Kellogg's Rice Krispies's parent.
Food BeverageAero
Owned by Nestlé S.A.
British chocolate brand known for its distinctive aerated, bubbly texture, produced and distributed by Nestle and sold primarily in the United Kingdom, Canada, and select international markets.
chocolateconfectionerysnacks
Publicly Traded
Aero is owned by Nestlé S.A., a public company, a different structure than Kellogg's Rice Krispies's parent.
Food BeverageAHA
Owned by The Coca-Cola Company
Flavored sparkling water brand owned by The Coca-Cola Company, launched in 2020 with zero-calorie, naturally flavored varieties in aluminum cans.
sparkling-waterflavored-waterzero-calorie
Publicly Traded
AHA is owned by The Coca-Cola Company, a public company, a different structure than Kellogg's Rice Krispies's parent.
Jobs at Ferrero
Advertisement
Latest News About Kellogg's Rice Krispies
Related Articles About Kellogg's Rice Krispies
View more articles
News & Updates
Monthly M&A Roundup: August 2026 Brand Ownership Changes
August 2026's biggest deals: EA's $55B Saudi PIF buyout closed and delisted from Nasdaq, Aon agreed to buy USI for $17B, Nvidia reportedly agreed to acquire Hugging Face for $12.9B, Charter completed the Liberty Broadband and Cox transaction, Ferrero bought Purely Elizabeth, Samsonite acquired BEIS, LVMH raised its Loro Piana stake to 94%, and Essity bought Kenvue's Brazil feminine care business. Full breakdown.
Who Brands StaffSep 1, 2026
M And A RoundupAcquisitionsNews
Industry Analysis
How Family-Owned Companies Resist Acquisition
Mars wrote Freedom into its corporate principles. IKEA is owned by a Dutch foundation. Aldi is split between two family branches. Discover how family-owned companies resist acquisition and why it matters. Explore our database.
Who Brands StaffJul 27, 2026
Family OwnedMarsIkea
Industry Ownership
Who Owns the Chocolate Industry
Mars, Mondelēz, Nestlé, and Lindt control the vast majority of global chocolate sales. Here is a complete ownership map of the chocolate industry, from Snickers and Cadbury to KitKat and Toblerone.
Who Brands StaffMar 24, 2026
ChocolateIndustry OwnershipMars
Advertisement
People Also Searched
Discover popular brands and companies in the Food & Beverage category and related searches from other users.
Brandsoft-drink
7 Up
American lemon-lime flavored carbonated soft drink brand known for its crisp, clean taste and caffeine-free formula.
Brand in Food & Beverage
lemon-limecaffeine-free
Brandprobiotic
Activia
Probiotic yogurt brand owned by Danone SA, sold in more than 70 countries. Activia is positioned as a digestive health product and is one of Danone's highest-revenue dairy brands globally.
Brand in Food & Beverage
yogurtdigestive-health
Brandchocolate
Aero
British chocolate brand known for its distinctive aerated, bubbly texture, produced and distributed by Nestle and sold primarily in the United Kingdom, Canada, and select international markets.
Brand in Food & Beverage
confectionerysnacks