Mars to buy Pringles maker Kellanova for $36 bln in 2024's biggest deal
All-cash deal for $83.50 per Kellanova share
Acquisition expands Mars' snacking platform
Shares up nearly 8% in early trade
Adds comments from Mars, Kellanova CEOs
By Anirban Sen, Savyata Mishra and Jessica DiNapoli
Aug 14 (Reuters) -Family-owned candy giant Mars is buying Cheez-It maker Kellanova K.N in a nearly $36 billion deal, bringing together brandsfrom M&M's and Snickers to Pringles and Pop-Tarts in the year's biggest deal to date.
Mars said on Wednesday it will pay $83.50 per share for Kellanova K.N, representing about a 33% premium to its closing price on Aug. 2 before Reuters first reported that Mars was exploring a deal for the for the maker of frozen breakfast foods, such as Morningstar Farms and Eggo.
The deal is a bet on consumers continuing to indulge in branded snacks, and comes as packaged food companies face stalling growth after years of price hikes to cover sky-rocketing inflation.
The combined company aims to hold prices steady, said Mars CEO Poul Weihrauch in an interview with Reuters Wednesday, and not pass on costs from the deal to consumers.
"We are a big and stronger company," Weihrauch said. "We hope to be able to absorb more costs in our structure and help alleviate the issues we have in an inflationary environment."
Food prices in the United States increased roughly 25% from 2019 through 2023, far more than other categories such as housing and medical care, according to data from the U.S. Department of Agriculture. But inflation has started to moderate, according to the U.S. consumer price index data released Wednesday.
Consumers in the United States and Europe - major markets for both companies - have been looking for cheaper alternatives or ditching brands for cheaper private label goods.
Kellanova has seen private label encroach on its market share for cereal in Europe and other areas, said CEO Steve Cahillane. The company sells sweet cereals such as Smacks, Frosties and Coco Pops in Europe, according to securities filings.
The U.S. packaged food sector is seeing robust dealmaking as companies seek scale to weather the impact of inflation-weary consumers cutting back and shifting their purchases toprivate label brands.
Investors are also worried about adecline in sales from the greater adoption of drugs such as Ozempic and Wegovy for weight loss, which curb appetites and lead to feelings of fullness.
Weihrauch said half of the company's portfolio will be "wholesome" snacks such as low-calorie Special K, Kind bars and Nutri-grain.
Unlike competitor Nestle NESN.S, Mars has no plans currently to develop new products specifically for people using the weight-loss drugs, Weihrauch said.
Mars said it plans bolster its snacking division, invest locally and introduce more healthy optionsthrough the deal, as the category is "attractive and durable."
The company has a 4.54% share of the U.S. snacking market, while Kellanova holds about 3.9%, according to data from GlobalData, well behind market leader PepsiCo PEP.O.
Kellanova sells noodles in Africa, though the business has faced hurdles due to the continent's economic struggles.
Cahillane said Kellanova's distribution network in Africa offers Mars an opportunity to take its candy to the continent. Mars' presence in China offers an "enormous" opportunity for Pringles, Cahillane said.
The acquisition, which dwarfs Mars' $23-billiontakeover of Wrigley in 2008, is also not expected to face too many antitrust roadblocks due to the limited overlap in the offerings of the two companies, legal experts had told Reuters.
After the completion of the dealin the first half of 2025, Kellanova will become a part of Mars Snacking, led by Global President Andrew Clarke, the companies said. It will be based in Chicago. Cahillane, a veteran of the packaged food and drinks industry who previously held positions at Coca-Cola KO.N, said he would be leaving the combined company when the deal closes.
Shares of Kellanova rose about 8% to $80.25 in early trade. On an equity basis, the company is valued at $28.58 billion, according to a Reuters calculation.
Kellanova, which split from WK Kellogg KLG.N last October, is rooted in a salty snacks business and sells cereal outside of North America. WK Kellogg was left with the North American cereal business of Kellogg, the original parent company.
"It's now clear why Kellanova went through the spin-off of its slow-growing domestic cereal business last year. We may see more packaged food companies divest or spin off slower-growing segments of their portfolios to attract new buyers," CFRA Research's Arun Sundaram said.
Reuters reported in May that investment firm TOMS Capital Investment Management had taken a "significant" stake in Kellanova and was in talks with the company to improve shareholder returns.
Under the terms of the deal, Mars will have to pay a termination fee of $1.25 billion in case of failure to obtain regulatory approvals, while Kellanova will have to pay $800 million to Mars in case of a change in board recommendation.
Mars intends to finance the deal through cash and new debt. Citi is its financial adviser, while Goldman Sachs is advising Kellanova.
FOCUS-Mars' mulled deal for Kellanova should withstand regulatory scrutiny nL4N3JT07Q
FACTBOX-Big-ticket mergers in the packaged food space over the years nL4N3K111X
U.S. food companies go deal hunting as pandemic growth fades nL4N39V3R3
Packaged food firms' share of U.S. snack market in 2023 https://reut.rs/3AlWlHR
Packaged food firms' share of U.S. snack market in 2023 https://reut.rs/46K8zWG
BREAKINGVIEWS-Pringles would make a tasty M&A bite for Mars nL4N3JS1B7
Reporting by Mrinmay Dey, Aishwarya Venugopal and Savyata Mishra in Bengaluru and Anirban Sen in New York; Editing by Sherry Jacob-Phillips, Arun Koyyur and Nick Zieminski
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