he licensee of the Carr’s cracker line in the United States. The company’s trademarks also include logos and depictions of certain animated characters in conjunction with its products, including Snap!Crackle!Pop! for Cocoa Krispies and Rice Krispies cereals and Rice Krispies Treats convenience foods; Tony the Tiger for Kellogg’s Frosted Flakes, Zucaritas, Sucrilhos and Frosties cereals and convenience foods; Ernie Keebler for cookies, convenience foods and other products; the Hollow Tree logo for certain convenience foods; Toucan Sam for Froot Loops cereal; Dig ‘Em for Smacks/Honey Smacks cereal; Sunny for Kellogg’s Raisin Bran and Raisin Bran Crunch cereals, Coco the Monkey for Coco Pops cereal; Cornelius for Kellogg’s Corn Flakes; Melvin the Elephant for certain cereal and convenience foods; Chocos the Bear, Sammy the Seal (aka Smaxey the Seal) for certain cereal products and Mr. P or Julius Pringles for Pringles potato crisps and sticks. The slogans The Best To You Each Morning, The Original & Best, They’re Gr-r-reat!, The Difference is K, One Bowl Stronger, Supercharged, Earn Your Stripes and Gotta Have My Pops, are used in connection with the company’s ready-to-eat cereals, along with L’ Eggo my Eggo, used in connection with its frozen waffles and pancakes, Elfin Magic, Childhood Is Calling, The Cookies in the Passionate Purple Package. Uncommonly Good and Baked with Care used in connection with convenience food products, Seven Whole Grains on a Mission used in connection with Kashi natural foods and See Veggies Differently used in connection with meat and egg alternatives and Everything Pops With Pringles used in connection with potato crisps are also important Kellogg trademarks. Seasonality Demand for the company’s products has generally been approximately level throughout the year (year ended December 29, 2012), although some of its convenience foods have a bias for stronger demand in the second half of the year due to events and holidays. The company also custom-bakes cookies for the Girl Scouts of the U.S.A. that are principally sold in the first quarter of the year. Customers The company’s major customer is Wal-Mart Stores, Inc. and its affiliates. Research and Development In 2012, the company’s expenditure for research and development included approximately $206 (in millions). Regulation The company’s activities in the United States are subject to regulation by various government agencies, including the Food and Drug Administration, Federal Trade Commission and the Departments of Agriculture, Commerce and Labor, as well as voluntary regulation by other bodies. Other agencies and bodies outside of the United States, including those of the European Union and various countries, states and municipalities, also regulate its activities. History Kellogg Company was founded in 1906. The company was incorporated in Delaware in 1922.
kellogg co (K:New York)
One Kellogg Square
Battle Creek, MI 49016-3599
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