US cereal giant Kellogg has acquired the trademarks and recipes of Mother’s Cake & Cookie Co., a regional brand with a presence in the western US.
Kellogg did not purchase any other assets of the company and the deal is expected to close today (4 December), the company said.
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“Mother’s Cookies’ brands are a complementary fit to our existing cookie portfolio,” said David Mackay, Kellogg president and CEO.
“We will use our brand-building and innovation expertise, our understanding of the cookie category as well as our existing distribution infrastructure to grow the Mother’s Cookies business.”
Mother’s Cake & Cookie Co. brands include iced animal crackers, sandwich cookies and wire cut cookies. Kellogg said that it also plans to reintroduce some of Mother’s Cookies most popular lines.
The business will be managed as part of Kellogg’s snacks division.
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By GlobalDataLast month, US snack maker Lance obtained approval from a US bankruptcy court to be the “stalking horse” bidder for the primary assets of Mother’s Cake and Cookie Co. and a sister company, Archway Cookies. Yesterday, with the Mother’s Cake and Cookie Co. trademarks going to Kellogg, Lance announced it had secured a deal to buy the assets of Archway for US$30m.
