Kellogg to acquire Egyptian cereal company

by Keith Nunes
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Mass Food Group manufactures Temmy’s and NutriFit cereal bars.

BATTLE CREEK, MICH. — The Kellogg Co. has acquired the Mass Food Group, Cairo, for approximately $50 million. Mass Food is a manufacturer of breakfast cereals that are sold in such markets as Europe, East Asia and Africa.

Mass Food Group is considered to be the first company to introduce breakfast cereals to Egyptian consumers. Brands manufactured by the company include Temmy’s and NutriFit cereal bars.

Kellogg has made several acquisitions and formed partnerships in the region recently. Earlier this year, the company acquired Bisco Misr, Egypt’s leading packaged biscuit company. In mid-September, Kellogg also announced a joint venture with Tolaram Africa to develop snacks and breakfast foods for the West African market, as well as noodles across Africa, which are often eaten at breakfast. In addition, Kellogg acquired 50% of Multipro, a sales and distribution company in Nigeria and Ghana.

“Today’s announcement builds upon significant progress against our emerging market growth strategy announced earlier this year,” said John Bryant, chairman and chief executive officer of Kellogg. “We are building a strong foundation for emerging market growth.”

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