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logoArgusFebruary 12, 2021

Kellogg Company: Trimming 2021 estimate

Consumer Defensive
Current Price
Price Target
Earnings Estimate

Kellogg, based in Battle Creek, Michigan, is the world's leading breakfast cereal manufacturer and a major producer of snacks and convenience foods, with 2020 sales of $13.8 billion. Kellogg sells its products in more than 180 countries and has manufacturing facilities in 21 countries. Forty percent of 2020 sales came from outside the U.S. The company's brands include Kellogg's Corn Flakes, Frosted Flakes, Rice Krispies, Pop-Tarts, Eggo waffles, Pringles, Morningstar Farms, Gardenburger, and Cheez-It. The company also owns the trademarks Snap! Crackle! Pop! and 'L'Eggo my Eggo' as well as Tony the Tiger. Kellogg now has five reporting divisions following the reorganization and consolidation of the North America business. The other divisions are Europe; Latin America; Asia, Middle East, Africa; and Corporate. The company's fiscal year ends on the Saturday closest to December 31. As a result, the company's fiscal year has 53 weeks approximately once out of every six years. 2020 was a 53-week year.

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Analyst Profile

Chris Graja, CFA

Senior Analyst: Retail
Chris covers the Consumer sector for Argus. He was the #1 Stock Picker in the Household Durables sector, winning the 2019 StarMine U.S. Analyst award from Refinitiv. He was the #1 Stock Picker in Food and Staples Retailing, winning back-to-back U.S. Analyst Awards in 2015 and 2016. He received a prestigious Volunteer of the Year award from the New York Society of Security Analysts in 2000. Prior to Argus, Chris spent 16 years at Bloomberg Financial Markets. He was the Director of Training and a Senior Researcher for Bloomberg’s research division before joining the new Bloomberg magazine as Technical Studies Editor in 1993. He rose to Executive Markets Editor of the publishing group. Chris co-authored the book “Investing in Small-Cap Stocks,” which was published in three U.S. editions, an audio book, and two Chinese editions. Chris earned an MBA from Rutgers University. He is a CFA charterholder.