By: CLC Editorial Staff
Just when you thought the snack aisle couldn’t get any more crowded, two of the biggest candy companies in the world—Mars and Ferrero—decided to go on a shopping spree. In the past few weeks, Mars announced it’s acquiring Kellanova (you know, the people behind Pringles and Pop-Tarts), and Ferrero said it’s buying WK Kellogg Co., the cereal side of the old Kellogg’s company.
So, why are candy companies buying up snack and cereal brands? And what could this mean for the future of your favorite treats?
Let’s break it down.
Mars + Kellanova = Sweet and Salty Empire
Mars just got the green light from U.S. regulators to acquire Kellanova, adding a salty-snack powerhouse to its already sweet-heavy portfolio. We’re talking about brands like Cheez-It, Pringles, and Pop-Tarts joining the same family as M&M’s, Snickers, and Skittles.
While they’re still waiting on approval in Europe, Mars is clearly aiming for domination across more snacking occasions. Think about it: candy is mostly an impulse buy or a treat. But salty snacks, breakfast pastries, and convenience cereals get eaten daily. Mars is making a play for more everyday eating moments.
Ferrero + WK Kellogg Co. = From Dessert to Breakfast
Meanwhile, Ferrero is scooping up WK Kellogg Co. for $3.1 billion. That’s the part of Kellogg’s that includes well-known cereals like Corn Flakes, Raisin Bran, and Frosted Mini-Wheats. Gary Pilnick, CEO of WK Kellogg, said the deal gives the company more room to grow and “explore opportunities beyond cereal.” Giovanni Ferrero, Executive Chairman of Ferrero, called it a “key milestone” in Ferrero’s North American expansion.
Translation: Ferrero doesn’t just want to be your go-to for Nutella or Ferrero Rocher—now it wants a seat at the breakfast table too.
Why Candy Companies Are Going All-In on Snacks
It’s not just about collecting brand trophies. There are some smart business reasons behind these moves:
- More eating occasions
Candy is limited to certain times of day. Snacks, cereals, and frozen foods? Those can be eaten morning, noon, and night. Buying Kellanova and WK Kellogg lets Mars and Ferrero tap into more of your daily food decisions. - Retail leverage
Big portfolios mean better deals with retailers. More shelf space, more visibility, more control over how and where their products show up. - Responding to trends
Consumers are snacking more, eating on the go, and looking for convenience. These deals help Ferrero and Mars compete in a space that’s evolving quickly.
Let’s Talk Collabs: What Ferrero Has Done Before
Ferrero’s been making savvy acquisitions for years. They picked up Nestlé’s U.S. candy business in 2018 (Butterfinger, Nerds, SweeTarts), took over Keebler in 2019, and bought Wells Enterprises—the makers of Blue Bunny and Halo Top—in 2022.
These deals weren’t just about adding logos to the roster. They’ve led to some pretty cool product mash-ups.
Take Trolli Gummy Pops, for example—a frozen treat that feels like a crossover between candy and ice cream. It’s the kind of fun, unexpected product that comes from having both a candy maker and an ice cream company under one roof.
Now Ferrero is reportedly working on a Nutella ice cream. No surprise there. They own Nutella. They own the ice cream infrastructure from Wells. The pieces are all in place to turn that hazelnut spread into your next favorite frozen dessert.
What Happens Next?
It’s pretty safe to assume these moves won’t be the last. Big food companies are under pressure to grow, innovate, and stay relevant. Buying snack brands gives them faster access to new categories and lets them experiment with hybrid products that mash up different parts of their portfolio.
Could we see Nutella cereal next? Pop-Tarts with M&M’s? Nothing’s off the table anymore.
For Mars and Ferrero, the message is clear: snack time is all the time—and they want to own every bite of it.