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Snap, crackle, pop: Kellogg to split into 3 companies

Kellogg's Pop-Tarts
Wilfredo Lee
Kellogg's brand strawberry flavored Pop-Tarts.

Focus on cereals, snacks and plant-based foods.

Kellogg Co., the maker of Frosted Flakes, Rice Krispies and Eggo, will split into three companies focused on cereals, snacks and plant-based foods. Kellogg’s, which also owns plant-based food maker MorningStar Farms, said Tuesday that the spinoff of the yet-to-be named cereal and plant-based foods companies should be completed by the end of next year. The cereal and plant-based food companies will remain headquartered in Battle Creek, Michigan, where Kellogg was founded in 1906. The snack company __ which accounts for 80% of Kellogg's sales __ will have its corporate headquarters in Chicago. Shares of Kellogg rose almost 2% to $70.15 Tuesday.